Figuring out how to attract and retain commitment from customers is no simple task. However, there are five drivers that fit most customers, most of the time...

Include me. When you include customers in the sales and service experience, commitment soars. Help customers feel like partners.

Protect me. Customers expect the basics. Just as customers take it for granted they’ll have enough air to breathe, they assume your product is quality they can trust at a fair price with a painless buying experience. If the plane we catch lands in the right city, we do not cheer. But if it lands in the wrong city, we’re upset. Get the basics right every time and you’ll build a solid foundation of committed supporters

Understand me. Great service providers are great listeners. They know that unearthing the essence of a problem will point to a solution that goes beyond the superficial transaction. Make every customer contact person in your company a scout. Put a system in place that enables them to gather and capture customer intelligence so you can see trends, spot problems, and get early warning about the concerns and issues that worry your customers.

Surprise me. Think about your own product or service – what can you do to create your own free prize for your customers? In other words, what can you do to wow your customers with something unexpected? Unexpected moments of “wow” create lifelong customers who will tell others about their great experience with your company.

Inspire me. When salespeople exhibit the highest qualities of character, customers get inspired, and are usually committed to the company. These qualities include taking pride in their work, putting the needs of the customer ahead of their own, and acting at all times in a manner that is fair, honest, and ethical. Customers respect and admire people and companies who exhibit these traits, and they will keep coming back for more.