The Super Service Strategy - Don't Make Sales, Build Relationships
Continued —
The reasons that consumers or business owners pick one grocery store over another are many, and don't always come down to just who has the lowest price. Getting a good deal is important, of course, but what American consumers and SMBs (small- to medium-sized businesses) really want is to be taken care of, to be considered more than "walking wallets" - to be respected, in short. What this means to your marketing strategy is that customer service is the key to building long-term economic relationships.
Super service across the board
In a retail setting, "super service" means having answers to the customers' questions, suggesting alternatives and options, going the extra mile and seeing a sale as a beginning, not a conclusion. After-sale service is important in every industry, and absolutely critical in some, such as technologies that require specialized troubleshooting knowledge. The super service person would anticipate a consumer's needs, and be prepared to assist the day, the week or the month after a sale has been made.
Researchers say that humans and dogs are the most social animals on earth (which may be why they get along so well), and business people who recognize this fact should make sure to cultivate relationships with every customer, if possible. One does not have to become bosom buddies with every buyer, but customers will notice and appreciate small kindnesses and respect. That other old saying applies here: "If you want respect you have to give it." It really does happen in that order, too. Business people - you go first.
Moderation in all things
You don't need to invite all your customers to your house for the Super Bowl or send Christmas cards to the 2000+ people in your database (or maybe you do). You do need to have high standards, and understand that service before, during and after a sale requires effective and efficient communications skills. Developing good super service habits is as simple as projecting into your workday the notion of how you would like to be treated yourself. The Golden Rule is a great place to start.
Super service could mean contacting a customer out of the blue to ask how they are doing, with no sales pitch of any kind. It could mean stopping by that company that drives you crazy with returns to see if you can suggest solutions to the ordering problems. It could mean anticipating a customer's needs, due to seasonal changes and pricing fluctuations. Calling a customer to warn them of an impending price hike tomorrow on a product that they buy regularly might result in both a big order today and a little lasting gratitude.
It's all in your head
Stay aware of people and their particular needs, both professional and, where appropriate, personal. Don't invite yourself in to people's private lives, but do not resist their entreaties either. Consider starting a short, weekly "e-newsletter" to keep your customers up to speed on pricing issues, product availability and technical specifications. Offer help in person, over the phone, on your website and in every other possible way. Let all your customers know that your door is open to them.
It would be facile, and demonstrably false, to say that a good attitude and the foregoing pro-active service measures will guarantee you success. However, in the tough economic times we are going through, it is hard to imagine any SMB succeeding without this kind of customer service orientation. The basic customer service of the past, the passive and low profile kind, is absolutely obsolete, and don't forget it. The road to future success still goes uphill, but if you are thinking of others and how you can help them you won't have time to fret the effort. Stay positive, keep busy, think creatively - and work very, very hard. With a super service strategy, you won't just be making sales, you'll be making customers and building relationships.
