o two customers are alike, and no two customers' needs are alike. What worked for one might not work for another. But there's one thing that all customers have in common: They all appreciate exceptional service. In our industry it's not only important to provide excellent service, it's imperative. After all, many of our customers are merchants who are focused on providing superior service to their customers. They are professionals; they recognize good service, and they reward it by becoming your repeat customers.

What can you and your colleagues do to provide extraordinary service? It's easier than you think. Simply show your clients that you care by being Courteous, Aware, Respectful and Engaged.

Be Courteous

Providing superior service involves being polite and courteous. When you're with customers, they should have your undivided attention. If you answer your cell phone or interrupt a conversation to talk with someone else, you're telling customers that they're not important.

If they're talking, you should be listening. Never interrupt, even if you feel you've got the point. If you interrupt, you're telling them that what they're saying doesn't matter and what you have to say is more valuable. Be polite and let them say everything they need to say. You might be surprised by what you learn.

Be Aware

To provide excellent service you need to be aware of your market, your competition and, most importantly, your customers. Clients expect you to be an expert. You need to have a complete understanding of your products and services and those of your competitors and your industry.

Why should they trust that you're selling them the best solution for their needs if you aren't fully aware of the market? Of course, it's unrealistic for them to expect you to know everything, and it's ok if you don't always know the answers to their questions.

The excellent service you provide comes in how you answer those questions. Your answer is never "I don't know." Instead, your answer is "Let me find out." Excellent service means doing whatever it takes to provide clients with the information they need to make informed buying decisions.

Be Respectful

Exceptional service involves respecting your customers' time and preferences. If they feel that you don't respect them, they won't want to buy from you. Keep telephone hold times to a minimum and answer e-mail in a timely manner. Hold meetings and phone calls when it's convenient for clients. Set specific beginning and ending times and stick to that schedule.

Great service also includes respecting customers' preferences and opinions. It might be tempting to assume you know what your clients need. You may equate them with other clients in the same industry and presume the same solution will work for them as well. It might, but it might not and you won't know for certain until you listen to your clients. Even if you've been serving their industry for years, they still know their businesses better than you ever will. Ask questions and give them opportunities to fully explain their needs and wants.

Be Engaged

Are you personally invested in your employees, your products and, most importantly, your customers? Customers want to work with people who are actively engaged in their work.

If you look or sound like you simply don't care (about customers, your products or your company) no one else will care either. If you daydream during meetings, your lack of interest will be apparent to clients and they won't be motivated to buy, or continue to buy, from you.

In an industry with tight competition and similar products, there's a way to stand out. Providing outstanding service will make sure your clients and prospective clients notice you and remember you. People buy from people, and people want to buy from people whom they admire on both a personal and business level. They want a professional who knows his business and a person who is easy to work with. You can be that person by being knowledgeable, energetic and a good listener.