Aspect of Business: Customer Service

The business world today is wrought with self-acclaimed expert customers. The internet has provided them with all the intelligence they need to ascertain products at a low price. Their web savvy research has given them advanced negotiating skills that burdens a sales rep's enthusiasm. The days of exclusive products and choice pricing are coming to an end.

How then, can a sales representative combat this new wave of intelligent shoppers and abundant resources? Company reputation? Increased Marketing? Personality? These will be articles for future blogs, but today we focus on 'customer service'. This is the aspect your customer will judge you on. Without excelled customer service, the client will not buy and will not return.

A lead may be generated through marketing tactics (email, specials, advertisements), but the representative that quotes, places, delivers, and follows up on the order is what will deter or drive the customer back. They could buy product anywhere,  but you persuade them by selling your service. If you provide an ambitious, responsive and diligent service during and after an order; the client will reward you with loyalty and more sales. Here are some customer service staples:

- Empathize with the customers need (repeat what they are inquiring about, and add to it. That way they know that you are listening to them and understand their request(s).
- Quote your honest prices (telling your customer an honest analysis of your cost and their price shows them respect. That respect will be reciprocated).
- Follow up on the quote (your customer will appreciate your concern for their need and may have additional questions. Do not be too ambitious here. One follow up to a quote will be all you need, unless you are re-quoting for more/different products/services)
 - Show gratitude for an order! (Once they give you an order thank them for it! You may be providing them with a need, but they chose to buy from you. Respect that decision.)
- Notify them of Shipment (once the product(s) has been shipped, let them know its on the way and give them an ETA so they can expect its arrival and plan accordingly.)
- Track their shipment ( Keep on top of the shipping service to ensure there were no exceptions and that delivery was followed through. If there is an issue, let them know that you were surveying their order and have noticed a default in shipping . At this point offer them replacements or ask them how they want you to handle it.
- Once delivered, wait 1 day (When the item is delivered, you need to give them a day or two to receive and implement the product. Then call them to ensure quality.)
- Contact a week after delivery ( contact them once more to confirm that the product and service were satisfactory and show your gratitude once more.)

Seems like a lot doesn't it? Believe it or not, customer annoyance will be overcome by appreciation for your perseverance. The service that is attached to the product is what will cause the customer to indulge in your company once more. Without your commitment to service, empathy, and perseverance the client's purchase becomes solely about price and availability. They can get their product anywhere but its your job to get them to buy from you. They may buy from you based on personality or reputation but if you don't back that up with excellent service...it's like eating at a restaurant and waiting 30 minutes for your food, never having your drinks refilled, and finding a roach on the table. Would you go back to that restaurant?

Your service will grant you repeat customers. Your dedication to their needs will make them loyal to you. Perseverance will make them want to buy more. If you do not implement a good customer service plan then you are owing everything up to luck. Train your reps in the art of customer service and always keep your mind open to the idea; 'The customer is always right'. If they aren't and you tell them that, you've just deterred a client instead of gaining one.