Many people cannot get through the holiday season without
ordering something from Land’s End. They have
great products and prices, a wonderful return policy, and ordering online is so
easy. Their customer service philosophy, as stated by their founder, Gary
Comer, is “Take care of the customer, and the rest will take care of itself.” I
cannot think of a better way to describe a winning customer service policy.
Their business is built on repeat customers.
Does this mean that you have to give away everything to
please a customer? No, it means that you must do what you have agreed to do
when you market whatever you have to a client. Just do your job, whatever that
is. When you agree to deliver a certain product at a certain price, at a
certain time, then do so. Do not substitute anything or allow any deviation in
what you promised versus what you deliver, or when, or for what price. You made
a promise, a commitment; keep it. To do less in any way would be a violation of
that commitment.
Customer service starts with your marketing. If you do your
marketing correctly, sales will “fall into your lap”. You’ll have clients to
service, and referrals from those clients or from the prospects who don’t buy
from you for some reason. It doesn’t matter who they are, market
professionally, with customer service in mind, and you will either receive a
sale or a referral, or both. Even if someone doesn’t become a client, will they
pass you a referral based on their trust and enthusiasm in your marketing
process? While you market your product or service, you also must market
yourself and your professionalism.
Honesty, even if it is not what the prospect wants to hear,
must a factor in your marketing. Professionalism does not mean “hedging your
words” or telling prospects what they want to hear. Listen to them and, if you
have what they need, market to them with absolute truth and honesty. That
includes what you tell them about your product or service, options, prices
required, delivery times, and whatever follow-up that you provide. Do not hedge
your words; be blunt, direct, and honest. Then do it; do your job to the best
of your ability.
After delivery, you must follow-up with your client,
verifying that they understand their purchase and how to use it. If they do not
understand, they will not be happy, and will never recommend you or buy from
you again. Make sure the client is comfortable asking questions and answer
them. Professionalism includes complete follow-up.
If you, or your business, erred and did not do something
that you should have done, you must take ownership of the error, fix it to the satisfaction
of the sales contract, or beyond, and then take steps to prevent that error
from reoccurring. The client’s comfort with your actions will allow them to be
comfortable with referring your business to others in the future.
Your follow-up does not end here; you must confirm that the
client continues to be satisfied with their purchase. Initial satisfaction can
wane, and their enthusiasm will wane also. You must follow-up and keep the relationship
healthy. That may lead to additional sales, or upgrades, which cements the
relationship. Referrals will follow from these relationships.
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