公司運營：4步吸引好客戶
Anyone who’s been to Sonic knows what unmet expectations feel like. If you’re a small business owner, you’ve probably come to hate the verb “expect” more than any other. customers have a whole lot of dreams about what you can deliver, and it’s all too easy to come up short when someone has their eyes to the sky.
任何到過Sonic(索尼克)公司的人都能感受到，並沒有達到期望。如果你是一家小公司的老闆，你很有可能更討厭“期待”這個詞。顧客有大量你能滿足的夢想與需求，並且很多情況下你都視而不見。
In the tech world, expectations are especially killer. Terms like “the cloud” don’t help. Clouds are huge fluffy things that float and take on a million, ever-changing forms, so you can’t blame people for thinking that anything is possible in this industry. But when you’re operating on a budget, you can’t fulfill every whim, so part of the responsibility—and surely thrill—of owning a business is learning to set and then meet your clients’ expectations.
在技術行業裏，“期待值”特別折磨人。諸如“雲端”的概念都不例外。雲端就是那些龐大的懸浮物，以成千上萬，瞬息萬變的形態流動着，所以你不能責怪人們總是認爲“世事皆有可能”。但當你在籌劃着一筆預算，你並不能滿足每一個奇思妙想，所以有一部分的責任——肯定是令人振奮的，運行一家公司就是要學會預設和滿足客戶的期待。
act the Right Business
1. 吸引正確的業務
As the voice of your product, you have the power to draw the kind of customers you want, and that starts with your brand. If you spout yourself as a full-service operation that holds the customer’s hand from start to finish, you need to deliver on that immediately to keep your clients around. If you’re more hands-off, you’ll be going after independent clients who are up for DIY. Communicate who you are and stick to it. If people are coming through the door with the wrong idea about you, you’re not being loud enough.
正如產品的發行目標，你有能力預期購買產品的顧客，並以自己的品牌作爲起點。如果你標榜你的公司是一家全套服務運行的公司，對顧客的需求與服務從一而終，那麼你很快就能吸引和保住顧客。如果你的並不能全程待命，你就需要吸引能夠自主處理的顧客。找到合適的顧客，與對方洽談並維持這個原則。如果顧客從別的渠道獲得不同的信息，當他們來找你算賬的時候，你可就底氣不足了哦。
rstand Your Clients
2. 瞭解你的客戶。
Once you gain someone’s business, the expectation game really begins. You’ll get clients who love you and clients who really… don’t. Treat them as case studies. Let them vent. Learn what went wrong. These people will help you grow more than your biggest fans, even if you end up losing their business. Biting the bullet and asking honestly, “Where did we screw up?” will indulge them and enlighten you. To initiate these conversations, you need a method of taking your clients’ temperature before they’re fuming. Periodic check-ins, whether digital or in-person, give your customers the sense that they’ve been heard, plus provide you with regular insight on how you’re faring.
當你得到了商業機會，真正的期待值遊戲便正式開始。你會吸引非常喜歡你的客戶，也有非常不喜歡的客戶。把他們的情況當作個案研究，分別處理。讓顧客說出自己真正的需求，再瞭解其中哪個環節出了問題。這些客戶，不僅僅作爲你的忠實顧客的身份，會幫助你成長，即使最後你可能會失去他們的支持。直面彈劾並真誠地詢問：“我們哪些地方讓你感到不滿意？”這樣可以給予客戶發泄的空間並給予你啓發。在開始對話的時候，你需要測試判斷顧客的情緒避免他們太生氣了。定期給他們聯繫，無論是通過網絡還是本人親自面談的方式，都能夠讓客戶感受到自己的需求被聽進去了，再者會爲你的擔憂提供定期的看法反饋。
sform Your Relationship
3. 轉變人際關係。
Feedback in hand, you can tweak away. The next time you identify a “difficult” client, you’ll know where they came from and what you could have done to make them happier. Sometimes it just isn’t meant to be—tough people will slip through the cracks regardless of how accurately you build your brand around your business. But more often than not, angry clients are open to changing their minds if you give them the chance. Start by empathizing and end by advocating. Hear them out, then tell them exactly what you’ll do to change their mind. Don’t tack on higher expectations than they already have; give realistic solutions that you’re confident you can see through. By taking control and forecasting your relationship, you begin molding it into one you both want, and this is where progress flourishes.
反饋正在進行中，你可以稍作調整。下次你發現有一位“難相處”的客戶，你就知道他們不滿意的原因以及你能做那些事情讓他們更滿意。不過有時候事與願違——難相處的人無論你多麼清晰地定位你的品牌，他們都只會草率略過。不過通常的情況下，憤怒的客戶都保持開放的心態接受挑戰。開口語氣要中肯強調，結束要擁護支持。聽取他們的需求，並告訴他們你會做哪些事情幫助他們。不要多生枝節讓對方留下更高的期待值，要提供直接現實的，你所能遊刃有餘應對的解決方案。控制好，預期你的人際關係，然後就能按照雙方的期望的發展，事情就變得好辦了。
e and Repeat
4. 不斷完善
When you lose a customer, treat it as an opportunity to attract a better one. Armed with new knowledge about who you do and don’t want to work with, you can revisit your branding, up proactive communication, and apply the bandaid when necessary. We all dream of being comfortable enough to turn down customers we know aren’t a good fit, but for most businesses that’s not an option. Instead, you’ll better yourself for next time, and the time after that.
當你失去了客戶，把這當作一次獲取更好客戶的經驗。以新知識武裝自己，明確自己的合作意願，你能重新審視自己的品牌，主動與對方交流，在必要時申請援助。我們都想象能夠舒適地處理不合格的客戶關係，但對於大多數的企業來說不是一個選擇，相反，你只有不斷地完善自己，一次又一次地。
