Part Four Enhancing Customer Relationships
Be given a second chance to prove that they provide outstanding service if they do not get in right the first time. A sign in a small-town business reads,
Service is advertised…
Service is talked about…
But the only time service really counts…
Is when it is delivered…
And we promise your experience with us will be outstanding.
Customers do not care about slogans and service claims until something happens to them. This is called a moment of truth. Each salesperson experiences daily moments of truth—brief moments that occur whenever a customer comes into contact with a sales-person, the training staff, installers, field engineers, or service personnel and has an opportunity to form an impression. These moments of truth are when the customer will determine if promises are being kept by the sales organization, and whether the sales-person truly cares about the customer or is simply an order getter!
There are four benefits of service enthusiasm that allow the sales organization to gain an advantage over its competitors.
First, reputation is an important part of any organization’s ability to attract and keep new customers. Reputation allows a salesperson to distinguish himself or herself from the competition. A solid reputation tells customers that you care and will help a sales-person build a loyal relationship in his or her market. Reputations take a long time to establish and only one negative event to destroy.
Second, by providing good customer service the first time, an organization makes the profit that it needs to stay in business. Whenever mistakes are made ( e.g., wrong order, short order delivered), service personnel have to sort out the problem and fix it. The result could lead to a lost customer. In any event, it does not take long to go into the red when people have to be added to fix problems. Efficient operations, cost savings, and doing things right the first time increase the chances for increased profits.
The third benefit of service enthusiasm is convenience. It is critically important to put the customer’s convenience first. A salesperson must make it easy for his or her customers to discuss problems or complaints. Most customers are uncomfortable complaining. Customers generally will not complain if the salesperson does not encourage complaint behavior. The most dangerous customer to any business is a silent complainer. If a sales-person is unaware of a problem it cannot be resolved. It is also dangerous if other customers hear this customer bad-mouthing the salesperson. It may influence other customers in how they feel about the salesperson.
Salespeople must design user-friendly feedback systems. Periodically inquiring about customer satisfaction can greatly enhance a customer’s feelings toward a salesperson and his or her organization.