I was reading a great blog post by Jim Connolly titled “Can I pay you a premium fee for a premium service – PLEASE?” as I was reading it, I couldn’t help but think about how often we dismiss bad customer service in lieu a good product. Jim’s post really resonated with me because I have always believed that the sale takes take place after the agreement is signed and when it’s being used by the client. My goal as a sales professional is 100% customer satisfaction. Sometimes Shite happens! It is inevitable. However the true measure of an organization is how it reacts when shite hits the fan.
To me a win is a win, regardless of the size! One of my toughest sells was a retail store located in rural Maine. After a few months of going back and forth the owner finally agreed to do business with me. After her account was set up and she was using our product for a few weeks, I asked her what was her reasons for choosing my company over the competition. She replied “you”.
I didn’t think that I went above and beyond to earn her business, but as our conversation took place, I discovered I did. She stated that as a new small business owner she felt overwhelmed with everything and that I made the process uncomplicated. I helped her gather documents, put her in-touch with the correct state agencies, explained the entire process, looked up information on her behalf, and also educate her. I spoke to our strengths and offered a solution. My competition sold on price. I didn’t have to do what I did, it wasn’t in my job description in fact it made more work for me; regardless of that fact, I did so for two reasons. The first was, that I once was a small business owner and I knew first hand, what she was going through as I once walked in her shoes. Second, I wanted to become invaluable to her and her business and be considered part of her team.
Even though she was a small two person company she received world class customer support before the sale, which continued after the sale! She was also treated the same as my largest clients. Her business was important to me and I wanted her to know it.
I forgot to mention one important fact, We believed in our service so much that we did not require our clients to sign a contract which meant that if we failed them in anyway, they were free to choose another vendor without penalty. This shocked most everybody we talked to. Our philosophy was if a client is unhappy with our product or service, why jam them up with cancellation fees and anger them any more than they already are.
Does your company really stand behind the products and services you sell? Are you committed to customer service as much as were to the sale? Or, do you hide behind a cancellation fee and a contract! Do you even care that your customers are leaving? Answers to these questions seem like no-brainers, unfortunately even in today’s market that is not the case. I recently stopped doing business with a certain company. After multiple customer service calls and getting nowhere, I threatened to terminate my contract with them, there response was O.K! I am now no longer a client. Ironically, I just received a letter in the mail from that company enticing me with a free offer and lower rates if I came back. Had they even offered me something similar to this offer while I was having issues I might still be a customer.
When an unfavorable support situation arises, this is your opportunity to shine, offer a solution to the problem, and further strengthen the link between customer loyalty and your brand. Give them a reason to stay your client not your competitions! Jim Connolly said it best when he wrote:
“My old provider offered an very reliable service; as you will know if you come here regularly. However, although their service was extremely good, their customer service was extremely poor. So, when things went wrong, it was painfully frustrating. That’s why they lost my business!”