Customer Service: The Key Component of Marketing & Sales

Many businesses find themselves facing the choice of taking alternative approaches or following certain approaches to marketing and/ or selling their products and/ or services. While it is often possible to make a particular one - time sale based on offering a low - ball price, this approach rarely creates any long - term allegiance. When one observes a variety of business models, there are numerous examples of different levels of customer service or support, as well as different levels of training that businesses offer to their customer service representatives. What those who fail to prioritize or pay sufficient attention to this process may still enjoy some degree of success, invariably it is the quality and consistently of their customer service representatives that dictates their longer term sustainability and acceptance. This is true, whether we are discussing a large business, with dedicated Customer Service Representatives, or a personal, entrepeneurial effort, such as Real Estate, where the Realtor must also follow quality customer service principals!
 
1. It is certainly true that a business can make a sale by offering a lower price, that behavior rarely develops a committed customer, and certainly never leads to the very desirable client relationship. However, we often observe companies/ salespersons, that initially react to down periods by diminishing and reducing customer service and the related expenses. Nothing could be more counter - productive, because in the bigger picture, customers remember how they were treated far beyond the period that they recall the price they paid. Consider how you personally feel when you go into any store, or make a call to a company, and how the initial treatment irreversibly impacts your perception and opinion of that business. Effective service means a real and concerted effort to make the buying experience a far more positive one for customers and clients, and differentiating yourself from the competition. Isn't it funny that so many businesses spend so much money and time doing post - process interviews, while often ignoring or certainly not paying enough attention to how they treat their customers or potential customers, in the first place?

2. There are many essential components to assure that a quality procedure is consistently followed. It begins, as so many things in business, management and leadership do, with a prioritized commitment to everything that makes the buying and/ or shopping experience a better one! It must begin with not simply acting like you care, but actually doing something. When businesses spend more effort on serving their customers than simply thinking about selling, their sales are enhanced rather than diminished. Successful organizations always understand that exceptional service creates a positive word of mouth, which is the most powerful and meaningful form of marketing.

After 4 decades of extensive consulting to hundreds of businesses and organizations, it has become obvious that the most sustainable behavior is professional, quality and consistent service. Businesses must come to understand that it is not the sales you make today that count the most, but rather how you are perceived and appreciated by future potential customers and clients.

The ABCDE Of Quality Strategic Planning

Any organization, business or individual, who wishes to maximize his potential, and to plan effectively both for the present and the future, should undergo and prioritize strategic planning. This means considering not only how to react, but planning how to act, not simply going from crisis to crisis, but evaluating in advance, and learning how to prioritize one's actions based on needs and degree of importance and relevance. Many organizations claim to do strategic planning, because at one time or another, they created a committee or panel to evaluate needs and strategy. Effective strategic planning is a continuous and ongoing process, and requires both commitment and vision. When I refer to the ABCDE of strategic planning, I am referring to: analysis and assessment; best way and because; caring and then creating; deciding to deliver; and evaluating to achieve excellence.

1. Because we do not live in a static society, sustainability often requires remaining relevant, by evolving on a gradual, ongoing basis. Groups must truly examine their identities and purposes, in order to assess needs currently, and in the near term and longer term future.

2. This means that an organization must find the best way or best methods of achieving their goals, and meeting their needs. They must take an honest look at themselves, to understand the because of membership (in other words, why would someone want to belong or be associated with the group). What purpose or direction or combination of items, does the organization serve that is either not served or undeserved elsewhere?

3. Why should someone care about the organization? What does the organization care about; what are its values or ethics? Are these concerns relevant and significant to others? Based on what the group cares about, what does it do, or in other words what programs, visions, goals, and actions has it created?

4. It is never enough to just have goals, address needs, and to talk about them. Talk may at times be soothing, but until an organization actually makes the conscious decision to deliver on its goals and promises, no one will take the group seriously. Organizations are judged and attract attention, not by the loftiness of its rhetoric, but rather by whether or not it takes steps to deliver on its promises.

5. Part of the strategic planning process must be to do things better, and never settle for being less than it can be. This means that the process must also be evaluative, in order to come up with an approach that will emphasize excellence and achievement.

In omy 4 decades of organizational and leadership consulting, I have been involved in developing and implementing over a hundred strategic plans. While strategic planning is important, it must be viewed as far more than just a process, but rather a methodology, on an ongoing basis, of assuring not merely survival, but maximum performance from an organization.

What's Your Elevator Speech?

It is generally believed that the most meaningful single component that determines the potential strength of the American economy is related to the health of small business and small business people. This includes consultants, real estate professionals, accountants and CPA's, physicians and dentists, small law practices, salespersons, commissioned individuals such as stock brokers and insurance agents, etc. These are often highly competitive industries, where there is a need for an individual or small business person to differentiate himself, develop a personal niche, and maintain and develop the ability to effectively and seamlessly communicate why others should utilize his services. In other words, he develops an elevator speech, which in thirty seconds or less, whets the appetite of those around him, motivating them to ask more, and creating a mystique or aura where he sticks out in a positive and productive manner.

1. How do you interest others without appearing to simply trying to sell something? How do you make your message both compelling and interesting, showing a positive message where others not only listen and hear, but pay close attention and retain what the messenger is trying to convey? How is it possible for anyone to have an effective elevator speech unless he maintains a positive mental attitude combined with actual self - confidence? What do you say that differentiates you from the rest of the pack? Do you believe your own words? Are you capable of seamlessly promoting yourself in an impactful and meaningful manner?

2. Why is an elevator speech so important for someone to develop? This thirty second opportunity comes about often, not solely in an elevator, but in brief meetings in the supermarket, at cocktail parties, and in any social or business gathering? What is your brand, and why is your brand one that others should care about? How do you differentiate yourself? One example could relate to, for example, a real estate agent, who might be asked some version of the question relating to why one should use him rather than others. The individual who does not hem or haw, wax philosophical, get hung up on cliches or empty rhetoric, and simply claims he'll do the best job for them, will rarely attract much positive attention. However, on the other hand, the individual who clearly and without hesitation states emphatically that while there are many real estate agents available, and even confidently states that many of them do a decent job, avows confidently that they lack one key ingredient that he possesses. Therefore, each individual must ponder what makes him different, unique and someone others need!

Think about the impact of your elevator speech! Does it motivate others to care more, think more, and understand why you are someone they should seek out and do business with?

Is Business Ethics, An Oxymoron?

We often read and hear references to business ethics. Undergraduate and post graduate courses dedicate large amounts of time and resources to the topic. However, if one were to ask the average consumer if he believed that most businesses were conducted in an ethical manner, we would predominately receive negative responses. Simply stated, ethics can be defined as doing the right thing, the moral thing, and treating others with honor and respect. Related to business, this concept would include several items, and when we evaluate how most businesses conducted business, we would often avoid referring to these practices as moral.

1. One of the necessities of being ethical is telling the truth. However, when we look at how businesses, services and products are often promoted, the truth is stretched rather thin. One example, of course is the mobile communications or cell phone industry. Each carrier runs ads trying to convince us how superior they are. However, since there are no legal requirements even for using terminology such as "4G," and each carrier handles their lines differently, there is often quite a bit of variation. For example, going strictly by its ads, one would believe that Verizon cellular service is nearly perfect. Its advertisements makes claims about the clarity of its calls, how few calls are dropped, its speed, etc. While that is the case in some areas, several of my friends on Verizon service experience dropped calls, etc., in various areas, while having excellent service in others. ATT Mobility claims its system is fastest, and in some areas it is. I use the system and have had wonderful experience, yet, I know others who have been extremely disappointed. Sprint customers have similar experiences, and I had wonderful experience (years ago) with Sprint's Air Card, which worked well nearly everywhere I've used it. However, as good as it is, it is certainly not as quick as wired or WIFI service. Every other service has its proponents, as well as its attackers. The issue is not which service is the best, but rather how the services promote themselves. While effective advertising is self promotional by definition, misleading ads are certainly not terribly ethical.

2. Have you ever gone into a store and purchased something, and the store quickly asks you if you'd like to purchase an Extended Warranty. While there is nothing wrong with offering this, nor with the stores making additional revenues doing so, have you ever been given a clear cut explanation of what is and is not covered, and the limitations. Remember, we are discussing ethics here!

3. Investment Advisers are another area of ethical concern. Is the individual an unbiased adviser, or is he simply a salesman disguising himself as an adviser? Both duties and functions are acceptable, but which is ethical?

4. In Real Estate, does the average buyer truly understand the difference between being represented by a Buyers Agent, a Brokers Agent, and a Sellers Agent? In New York State, for example, by law, prospective buyers must be given an Agency Agreement that explains each of these. Yet, if the average buyer truly understood the differences, one would think the vast majority would prefer using a Buyers Agent, whose loyalty is directly to the buyer. Is this an ethical dilemma?

Nearly every profession has a Code of Ethics, and many require specific courses be taken on a regular basis, to comply with that code. However, are there some in every industry and/ or profession, who give the industry a Black - Eye?  
 
There are so many situations in business where there is the opportunity for a business, product, or representative to opt to either prioritize ethical behavior, or to merely do what might be expedient and in the store (or business, product, or reps) best interest, rather than the customer (or buyer). Therefore, one must wonder if business ethics is another one of those oxymorons, such as military intelligence, moral politician, etc.

What Goes Into Presenting A Seminar?

Attendees at a seminar, especially those who have not given one themselves, are generally unaware of what goes into preparing to present a seminar. The presenter must understand the demographics and needs of the attendees, to properly customize the seminar, so that those attending gain the maximum benefit from attending.

While many individuals present seminars, there is a big difference between a presentation professional and others who merely give occasional presentations. Having given seminars on numerous topics to significantly various size groups, as well as groups with varying interests and demographics, I have established some personal ground rules to assure that my presentation achieves optimum impact.

Some believe that you simply appear the day at the seminar with your Power Point presentation (when I started it was with slides), and that's it. However, everything from the way the Power Point is designed, to how interactive one makes the presentation, needs to be customized to the individual group.

When preparing to present a seminar, I always do the following:

1) Speak to the Seminar organizer, in depth, about such things as what the group wants to gain from the presentation, what areas he wants emphasized (if any), the anticipated demographics of the attendees; the expected turnout, etc.

2) Create an outline before I start of topics I want to cover. I place these on separate 3" X 5" size index cards.

3) Determine the order I want to cover these topics, that I believe will have the greatest impact, as well as create the most interest and attention.

4) Do needed research, get statistics (if necessary), and decide upon what, if any graphics to use.

5) Create a dynamic introduction that sets a powerful tone for the seminar

6) Explain to the group, at the beginning of the seminar, what I am planning to accomplish, and outline the basic topics to be covered.

7) Explain that the seminar will be interactive, and urge participation.

8) Create an opening exercise, survey, "test," etc.

9) Design the PowerPoint, initially in broad strokes.

10) Let the presentation sit for at least 24 hours, and then go through Power Point slides from the beginning.

11) Make modifications as needed.

12) Remember that the intent of the Power Point is to create an outline -- not for the presenter to stand up in front of the group and read the slides to them.

13) Prepare a hand-out outline, and whatever other hand-out materials might be necessary.

14) Wait at least another 24 hours and review again. Make any additional modifications necessary.

15) Create suitable, attractive, and attention-getting, point-making animations.

These recommendations are only a portion of what I do for a typical presentation, but steps I take every time. There are many other aspects of giving the presentation, but being prepared is perhaps the most essential one!

What It Means To Be A CLOSER, And Why?

Each of us are involved in sales. We either sell a product, service or ourselves, on a nearly daily basis! Much has been written and discussed about sales techniques, selling necessities, and the related impacts, but the significance and importance of the actual closing aspects and techniques, have too often been underestimated. While we often review those essential steps to be successful in selling, unless and until we focus on and actually close, it will often go for naught. Although most people recognize that the close is the essential final step in consummating a sale, it is often the most avoided, and also the most poorly handled of all the components involved in transforming a presentation to an actual sale. It is important to remember that the greatest technique and presentation generally will go unrewarded unless one dedicates himself to becoming a professional CLOSER.

1. Begin this process by actually caring, considering and cooperating! Effective selling will only occur when we care about the needs and concerns of others, considering their feelings, etc., and stressing cooperation rather than being adversarial.

2. Greatness will only occur if we stress learning and listening. How can one possibly relate to someone else, and thus find their "hot button," unless they try to learn as much as possible about others, and listen with an open mind, so that they can better relate and understand what is most meaningful to someone else. It is about others, and not yourself!

3. Explore options and opportunities, rather than merely formulating a closed-minded perception, which excludes potential alternatives. Avoid letting your pre - formulated opinion overly direct your actions.

4. Truly effective selling must be proactive, getting the other party involved and caring. If you want to maintain the best opportunity to eventually close a sale, then you must dedicate yourself to the search and solve mindset and agenda.

5. Emphasize what the other party cares most deeply about. Empathize with the concerns and worries that you discover. Then, be certain that you respond in a meaningful enough manner where you are able to elicit a response/ reaction, that promotes others to want to care more and become more involved with you, because they can see and feel how much you care!

6. Request the reasoned response. When this is done properly and in accordance with these basic steps listed, it should promote what should be, at this stage, a yes!

There is a significant difference between sales and selling. While sales is an apt description for an occupation, selling is the proactive state which creates a transaction. Unless one dedicates himself to becoming a proficient closer, he will never master selling.