Future Sales are Hiding in Service
At
the Repair and Service Center of a well-known technology
company, customers are invited to examine and try the
latest computers while waiting to collect their current
systems.
Except for one problem: they don’t have
the latest computers on display!
Managers in the company’s Sales Department have
decided their latest products are better off on display
only in the Sales Showroom in a completely different
building across town. Why?
In the minds of the Sales Managers, the Repair and Service
Center is merely a cost center for ‘after-sales
service’, not a vital profit center for generating
new business growth.
What an out-of-touch, narrow-minded, wasteful and expensive
point of view!
Think about this: When you purchase a new policy or
product, how much do you truly trust the salesperson
offering the package?
Do you trust a salesperson from Company A any more than
someone you meet from Company B, C or D? Not likely.
After all, you know the sale is just the sale. Once
your money has moved and the product is in your hands,
any future problems will be addressed by the people
in Service, not Sales.
On the other hand, if you do have a problem and someone
from the Service Center responds quickly and generously
to your needs, will you feel a higher level of trust
and confidence in that person? for that department?
It’s likely that you will.
Customer Service staff earn your trust by appreciating
your problems, showing empathy for your frustration,
taking action on your behalf and staying in touch with
you throughout the process.
If they follow up afterwards to ensure you are well
and truly contented, your level of confidence could
go sky high.
Smart companies leverage that confidence into new leads,
immediate referrals, high-value testimonials, positive
word of mouth, increased sales…and growing profits.
Key Learning Point
Strong service systems
and well-trained staff will earn your customers'
trust. Seize the opportunity you deserve. Build upon that
trust - and turn it into sales.
It
doesn't matter what you sell: cars, computers, credit
cards, insurance or home entertainment systems. Give
your service team the tools and training and rewards
they need to leverage hard-earned customer confidence
into well-deserved and profitable new business.
Action Steps
Review your current
structure for generating sales and providing customer
service. If they are far apart or separated by opposing
`profit center' and `cost center' mindsets, you are leaving
precious revenue behind. Get the two connected!
After all,
what's more important: protecting your existing structure,
or creating more confidence and commerce with your customers?
Next Article in Customer Service Toolset >>
One Shared Voice to the Customer
First Article in Customer Service Value Dimensions >>
In Customers We Trust
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
He is author of the bestselling series "UP Your Service!" and founder of
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