p eo p l e
SERVICE EXCELLENCE:
JUST KEEP IT SIMPLE!
2. EXPLORE
This is a way to learn more about your
customer. You really need to study or
analyse them; talk or think about them in an
inquisitive way so that you learn about their
needs, requirements and wants. Only then
can you serve them appropriately.
DAVID ESLER
Principal, Kaizen Executive
I
f you have been reading my series of
articles regarding the mystery shopping we
have been completing across the industry,
or have attended the state forums this year,
you are by now probably thinking, ‘Well it’s
nice of this bloke to tell us that our customer
service isn’t good,’ in the politest possible
way of course, ‘but he has not mentioned
anything about what we can do to improve!’
Therefore, I thought that with a new year just
around the corner, and of course I know that
you will all be making New Year’s resolutions,
that maybe I could encourage some of you
to focus on your customer service in 2017. So
my Christmas present to you all is to provide
some tips and techniques that will improve
your customer service. So here you go,
Merry Christmas!
During my research, I have focussed on five
key areas of customer service. I will walk you
through each one, outlining what they mean
and how you can improve your customer’s
experience and sales:
1. ENGAGEMENT
Simply put, engagement is a connection and
a response to an experience a customer
has had with your company. The initiative of
engagement needs to be company-led and
should create a connection with customers
that drive purchase decisions, interaction
and participation. How do you engage with
your customers? Show an interest in what
they are doing, ask questions about their
enquiry and how you can assist. Do not treat
the enquiry or sale as a transaction, but the
beginning of an ongoing relationship. Think
of it as your first date. If you are seen not
to be interested, you won’t get a second
chance.
How do I explore? Ask open questions and
be genuinely interested in their answers.
How many of you have had the experience,
when purchasing a product or service, that
the seller could not care less? Many of you,
I know, are now nodding and going, ‘Mmmm,
yep!’ Well that’s how I felt on many occasions
during my shopping exercise.
3. LISTEN
Who knows the difference between hearing
and listening? There is a distinct difference;
but do you know what it is?
Hearing is the sense that allows you to
distinguish sounds with your ears. It is a
physiological process that occurs when you
are in the vicinity of vibrations in the air. You
may be hearing, but are you listening?
Listening, on the other hand, is a
communication technique used in
counseling, conflict resolution, training and
selling. In fact, as sales professionals, we
are at times counselors; managing conflict
resolution, teaching people about our
products and/or services and hopefully
selling to them.
Listening requires that the listener has full
concentration and understands, responds
and then remembers what is being said.
Do you or your sales team really do this
- concentrate, understand, respond and
remember? If you do these things well, I
can assure you that you are ahead of your
competitors and will be more successful.
4. VALUE PROPOSITION
This is one area that I really got a shock
when completing my shopping exercise. I
was completely taken aback when I asked
people why I should buy from them and,
in the main, they could not answer the
question.
Your value proposition needs to be a clear
business or marketing statement that
explains:
• How your product or service solves the
customer’s problems or improves their
situation (the relevance).
• Delivers the specific benefits that the
customer is looking for (the quantified
value).
• Tells your customer why they should buy
from you and not a competitor (your
unique differentiation).
I encourage you to develop your business or
personal value proposition using the three
steps above. Then, make sure that you can
easily outline this to your clients and you will
be streets ahead of others...but it’s not easy!
5. FOLLOW UP
So many people that I speak with tell me
that they are really strong with their follow
up on quotations or enquiries. However, my
research challenges this with 91 per cent of
the companies or sales professionals that
I spoke with never really contacting me
further.
Follow up is an action that serves to increase
the opportunity to discuss any questions or
objections that the prospective customer
may have and to clarify any areas of concern.
On average, sales professionals follow up
either once (44 per cent) or, at the most,
twice, when 92 per cent of sales that are
converted will take between three to five
follow ups before the sale is awarded.
Only 2 per cent of purchasers will buy on the
first contact or follow up, with the other 98
per cent purchasing once a certain amount
of trust is built up (Source: Marketing Donut,
2015). So really, only 8 per cent of sales
professionals are fighting for the sale - which
ironically is very close to my figure of 9 per
cent for our industry. If I can ask you to do
one thing in 2017, it is to increase your follow
up and sell more. It’s simple!
I hope that this simple five step process
can help you understand how to be more
effective in your sales pursuits and that 2017
is a fantastic year for you all. And, of course,
if you need any assistance or clarification,
feel free to give me a call.
For more information, contact David on
0420 905 580 or visit www.kaizenexec.com.au
Windows Magazine Summer 2016
9