Firm relationships
Yvonne Harvey, Contributor

Good day to you all. As you may remember, last week's lesson ended with a task for you to list the ways of establishing a good customer-firm relationship. Below are some pointers on the topic.

Establishing good customer-firm relationships

Businesses need customers if they hope to achieve their aim of maximising profits. One thing that can help is if the firm has a good relationship with the customers. This good relationship will encourage customers to purchase goods and services from the firm. Thus, it can be considered as a method of promoting sales. It can have the effect of other methods such as advertising and sales promotions. So, what can be done to establish this relationship?

Firms can undertake to do the following:

• Sell goods and services that customers want. These goods and services should also be of a high quality so that customers do not have to complain. Also, they should be reasonably priced.
• If there is cause for complaint, the firm should address these complaints quickly and in a way that customers benefit so they are satisfied.
• When customers feel they are special to the firm, they will support the firm. To make the customer feel special, the firm can have customer-appreciation days and give out tokens at various times of the year.
• Firms can also support events in the community, such as sports days and clean-up campaigns.
• When customers are at the place of business, sales representatives need to be polite and helpful. This will help customers to feel needed and valued.
• Those representatives of the businesses who deal with customers on the phone need to be courteous and inviting. This will also encourage persons to visit the business place and make a purchase.
• At time, it is good for firms to run contests and competitions and to offer prizes for these.
• Some firms are able to offer scholarships to a limited number of persons. Such recipients and the wider community will be attracted to the firm and will be inclined to do business with it.
• If firms keep up with growing trends and implement them in their production of goods and services, customers will purchase from them as they will be convinced that they are getting the most up to date goods and services.
• Firms should also ensure that the business place is physically customer-friendly and safe, clean, neat, bright and have enough space for the customers to move around and so on.
• Firms should also endeavour to meet the individual needs of their customers without, of course, breaking any of the business laws and regulations.
• Have suggestion boxes so that customers can indicate where they think improvements can be made.
• What can the customer do to keep this relationship alive?
• Customers need to meet the firm halfway. To do this, they should:
• Allow enough time for requests and orders to be filled so that the firm does not have to feel pressured in meeting demands.
• Make orders and requests as clear and concise as possible.
• Obey company rules and regulations.
• Keep shelves and other areas where goods are displayed neat and tidy so sales personnel do not become disgruntled because they have to keep tidying up the area.
• Keep complaints to the necessary few so it does not appear as if you are just being miserable and annoying.
• Respond well to the positive efforts of the firm's personnel. This indicates you want to have an amicable relationship with them and you are willing to do your part.

Now you know what to expect of firms and what you can do to enhance a good relationship with firms. Next week, we will look at terms of sale. Assuming you wish to purchase goods or services from firms, what methods or terms can be used in purchasing them? Do some research and make notes on the methods open to you.

Bye until next week.

These girls (foreground) remove part of a television set from the beach while others immediately behind collect plastic bottles during International Coastal Clean-up Day in Hellshire, Portmore, St Catherine, recently. - Anthony Minott/Freelance Photographer

Yvonne Harvey teaches at Glenmuir High School. Send questions and comments to kerry-ann.hepburn@gleanerjm.com