The following is an excerpt of “Law 12: Serve Memorably” from my new book, “21.5 Unbreakable Laws of Selling”:
Think about the most memorable service you have ever received. Ever tell anyone about it?
Now think about the service you provide to your customers. How many people are talking about you?
ANSWER: Not enough.
Every time a customer calls it’s an opportunity. The only question is: how are you taking advantage of it?
Don’t answer with a “thank you for the call,” telling me how important my call is while you put me on hold for the next available agent. Or to “serve me better,” ask me to select from among the following eight options.
Selecting from among the following eight options is not one of my options – and I have the money – and you want the money – and you need the money – so wise up.
The last things employers should cut are sales, service and training. The first thing to cut is executive pay, then management pay, then eliminate middle management as needed. Or make them salespeople, and have them contribute to the effort.
Meanwhile, customers need help, service and answers. Your ability to help them in a timely manner, and serve them memorably, determines your reputation and your fate.
What actions are you willing to take? What investment are you willing to make? Do you understand it’s all about customer loyalty (not customer satisfaction)?
MAJOR CLUE: Keep in mind that no company ever cut its way to success.
REALITY: You cut your way to safety. You have to sell your way to success.
How ready are you?
If you want to win in this or any economy, you must be ready to win – ready with the right attitude, the right information and the right service heart.
This is how you break the serve memorably law: If a computer answers your phone, you have broken the law. If you use the word “policy,” you have broken the law. Start there.
The penalty for breaking this law is two-fold. Loss of reputation and loss of customer. There are very few laws that have a higher penalty, and very few laws that are easier to fix. You don’t have to worry about monitoring your bad service. Your customers will do it for you, on Facebook and on Twitter. Your job is to fix it and continually improve it.