confidence

Vince Lombardi – famous professional football coach – became a big hit on the speaker’s circuit during his time coaching.  He applied many of his principles in football and life to business, and one of his great business quotes is:  Confidence is contagious and so is lack of confidence, and a customer will recognize both.

Whether the customer is anxious or not, you want them to feel confident in what you or your organization are going to do…confident in what you or your organization says.  You want to impart your confidence to them.

You want to assure them that issues will be resolved, orders will be filled, and needs will be met.  You want them to be confident, and their confidence benefits you.  The more confident they are, the fewer questions they’ll ask.  The more confident they are, the fewer times they’ll contact you for updates.  The more confident they are, the more patient they will be in gaining closure on the situation.

So how do you build confidence in the moment?  You need to assure them.  Assurance is about your being confident – with your words and tone and body language.  It’s about conveying positivity, and it’s about more than you simply telling them the outcome that will occur:

• Show them the plan – the steps that will get them from Point A to Z.
• Prove how many times you’ve helped customers in similar situations.
• Tell a story of a recent success example – how someone in their position got the outcome they’re seeking.
• Promise or guarantee or pledge what you’ll do next or how you’ll shepherd the situation through to a final positive outcome.

 
To build a customer’s confidence, convey your confidence, and assure them by helping them visualize the path to a positive solution.

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This is a famous Henry Ford quote, and the quote is all about self-belief, all about confidence.

We’ve often spoken about the need to be confident and how to gain confidence, because that confidence – or the lack thereof – is imparted on the customer.

But how does a customer tell if you’re confident?  And why is that important?

As a customer, I’ve been in a situation far too many times when I’m seeking guidance or input.  I’m trying to understand the process or I’m trying to understand a deadline.   If I know the process and the deadline, if I know how they’re going to get to the answer or how they’re going to fix this product issue, my expectations get set.  I have a game plan.  And where there is no game plan, often there is anxiety or worry.

You don’t want your customers feeling anxiety or worry.  And if that anxiety or worry comes from you, then it is attached to your company, and the perception of you and the company is lessened.

As a customer, when I sense that lack of confidence, I’m sensing it because there are long unexplained pauses before answers.  Because there’s a lot of “I don’t know” without a lot of “I’ll find out.”  Because they never say that they can answer that for me or help me with that.  Because I’m put on hold without being told why or am transferred without being told to whom.  Because the voice wavers and there’s a lot of “ummm” and “hmmm.”

So much of that perceived lack of confidence comes from things employees do that they should simply eliminate.

Eliminate the long pauses – keep the conversation going.  Don’t say “I don’t know” unless you follow that up with “I’ll find out.”  If you want to help, don’t avoid saying that you want to or you can help.  Don’t put people on hold or transfer them without letting them know to whom and why.  Don’t provide the unnecessary “ummm” and “hmmm.”

Sometimes saying less conveys more confidence.

Convey your self-belief – your confidence – to your customer.

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