Mortgage Marketing Tips: #11
How To Generate Automatic Referrals And Renewals By Providing Outstanding Customer Service!` PART 1       Guest Article By Reed Hoisington

Do You Make These Fatal Mistakes When Servicing Your Clients?

This just may be one of the most important subjects I will ever write about. Why, you ask? Quite simply - if you don`t take excellent care of your clients, they will find someone else (your competition) who will.

Before I go into a detailed discussion on how to provide outstanding customer service, let`s explore some of the `fatal` mistakes that the majority of mortgage businesses make when dealing with their mortgage customers…

Recently, a friend of mine ordered sushi for delivery from one of his favorite sushi restaurants in Manhattan.

His order arrived, and his soon bride-to-be and he began feasting on their favorite delicacy - raw fish.

Much to his dismay, about halfway through his meal, he discovered a small dead bug nestled on the outside of one of the sushi rolls that he was about to eat.

When he discovered the bug, he became instantly nauseous, and decided to call the restaurant to let them know what had happened.

Here`s how the conversation went:

Customer: `Hello, can I speak to the restaurant manager?`

Woman on the other side of the phone: `Can I ask what this is in reference to?`

Customer: `Yes, if you really must know, I found a bug in my sushi!`

Woman: `Ok, sir, please hold on.`

Manager: `Hello, how can I help you?`

Customer: `I ordered sushi from you, and I just found a bug in my sushi roll.`

Manager: `Really? Which sushi roll was it in?`

Customer: `The California Roll?`

Manager: `What does the bug look like?`

Customer: `It`s black and disgusting.`

Manager: `I`d like to send someone by to pick it up. Then, I`d be happy to give you a new California roll, or credit you for the one with the bug in it.`

Customer: `Are you out of your mind?  I order in from your restaurant twice a week. I`m telling you my wife and I feel physically ill because you put a dead bug in our sushi, and you are interrogating me like a criminal. What kind of establishment do you run anyway?`

Manager: `I`m sorry sir, but that`s our policy.`

Believe it or not, they actually DID send someone to pick up the sushi with the bug in it, and after giving the manager an earful about customer service, she finally gave them a full credit for the meal. But, only after she had interrogated them, made them feel like liars, and left them with a horrible impression about her restaurant.

By the way, this is a true story. The sad truth is, this type of behavior towards customers seems to be the norm rather than the exception.

Think about this for a moment:

1. When was the last time you made reservations at a popular restaurant only to wait 30 minutes to an hour after the time of your reservation to be seated?

2. When was the last time you went into a clothing store, and asked one of the store clerks for help only to receive a blank stare of ignorance, or rude and inappropriate behavior?

3. When was the last time you left a voicemail message for a person or company which wasn`t returned for several days or even worse, not returned at all?

Why do you think corporate earnings have slowed for many businesses?

Because they fail to place a high enough value on client retention.

Most companies focus all of their time, energy, and money on one thing…

Getting New Customers In The Door!

But once they get a new client, they spend almost no time, energy or money on keeping that client happy.

This Is A Huge Mistake!

Did you know it`s five times more expensive to market to a prospect (someone who doesn`t know you) than a client (someone who knows and trusts you).

Where do you think long-term profits and earnings come from - constantly having to find new customers OR maintaining your existing client base and growing it through referrals and renewals?

I think the answer is pretty obvious yet most businesses I`ve observed do the exact opposite.

They spend the majority of their time trying to convince strangers to do business with them, and they completely ignore their most valuable asset…

Their Existing Clients!

For information about Reed Hoisington's marketing methods see: Reed's High Profit Mortgage Marketing System

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