97 “esquecidos” depois de um tempo, são os relativos à apresentação do profissional que lida com o cliente. “A aparência de quem atende merece cuidados. Ninguém gosta de ser recebido por uma pessoa mal vestida, suada, com cheiro de cigarro ou mascando chiclete. Desleixo, jamais. O atendente representa a empresa e contribui decisivamente para a imagem do negócio.” Da mesma forma, o espaço físico e o ambiente devem ser agradáveis. Loja suja e desarrumada, assim como funcionários de cara amarrada, são um tiro no pé. O diretor do Sebrae-SP também recomenda paciência e atenção para ouvir os clientes, seja para sugestões ou reclamações. E alerta: “Reclamações não podem ficar sem solução”. Em outras palavras, o que se espera da empresa são as mesmas características de seus primeiros dias de operação, quando o ambiente era limpo, os produtos e serviços bem cuidados, as pessoas estavam com um permanente sorriso e cheias de atenção. São esses valores que renovam e engrandecem as empresas. A company’s early days are usually special. Those who deal with end consumers, employees, managers - and sometimes the owner himself - great potential customers with an easy smile and lots of attention. And every sale is keenly celebrated because it shows that the organization is on track, providing security for the owner and their professionals. Not all founders or successors, however, can maintain this motivation in the long run. Decades later, with a secure financial position, the practices that attracted and retained customers are overlooked. This leads to discontent. This is one of the reasons companies stop growing or risk succumbing to the competition. “Dissatisfied customers are a bigger problem than they seem,” says Ivan Hussni, technical director of the Brazilian Support Service for Micro and Small Enterprises (SEBRAE) in São Paulo. “In addition to giving up on the company, they go to a competitor, and they normally speak ill of your business (with their voices amplified on social media) and they may even resort to consumer protection agencies,” he adds. Hussni recalls that making customers happy requires more than a quality product or service.” The desire for quality is imperative. But without good service, the effort to win them over runs the risk of failing. That said, of course, you can never pay too much attention to this issue,” he adds. For him, it is clear that every client wants to feel special. And if the first impression is the one that counts, it has to be at least positive. However, it is not enough to get that right first time and neglect it when the customer returns. Excellence must become a constant. According to Hussni, those working in client services need to be well trained, but cannot be mechanic, just repeating procedures. “Remember, the customer wants to feel unique. Politeness, friendliness, warmth, willing and knowledge of what is being offered are essential,” he says. Know the products and services, the advantages, benefits and competitive differentials of your business and the market in general are the characteristics of a good professional. However, when dealing with extensive knowledge be careful not go over the top and look arrogant and disdainful of the consumer, as if they were ignorant of the subject. Information should be passed on simply and directly, without using terms that confuse or inhibit the client. “Never underestimate the client,” says Hussni. Other important, but overlooked, factors relate to the presentation of the professionals who deal with customers. “Appearance must be taken care of by those involved in customer services. Nobody likes to be greeted by a badly dressed, sweaty person who smells of cigarettes or is chewing gum. Never slouch. The person represents the company and contributes decisively to the business’s image,” he says. Similarly, the physical space and the environment should be pleasant. An untidy, dirty store, just like frowning staff, is a shot in the foot. Hussni also recommends patience and paying attention to what customers say, whether they are making suggestions or complaints. And he warns: “Complaints cannot go unresolved.” In other words, what is expected of the company is the same as it showed in the early days of its operation, when the room was clean, products and services were well maintained, people were always smiling and giving their full attention to customers. These values renew companies, and make them great. Core values Keeping up the enthusiasm of the early days of your business and not forgetting the practices and values that attract and retain customers are key factors in the company’s success in the long run
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