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player ready...Last week I responded to a video I saw on Facebook where the CEO said to connect with his business if what you wanted something that was not shown on the website. So I took that action and emailed the company with this question:
“Do you manufacture your product with this option?”
Given it was a weekend; I was pleasantly surprised to receive a return response from the marketing director before Monday morning. The response was:
“You can see all of the models we make at (website inserted). Cheers,”
The “Cheers” in her customer service response did not make it friendly.
First, this marketing person failed to answer my closed-ended question with a yes or no or even “I don’t know, but will check and get back to you.”
Second, she made a presumption that I had not visited the website. The returned comment was potentially insulting as it suggested I was not smart enough to visit the website.
Third, she could have provided me with a specific page with my specific option request inside of the general website URL.
I sent back another email with the following comment:
“Thank you. I did check your site. I heard a video where your CEO said paraphrasing ask if you don’t see want you want, please ask us. As I did not see what I wanted, I sent an email just asking a question.”
“In the future when people ask a closed-ended question (requires a yes or no response) I would encourage you to respond with a yes or no. Your response was not customer-friendly because it was potentially insulting.”
Sending people to the company’s website while ignoring their questions appears to be the “Kick the Can” flavor of the month. Also for many, this action is perceived as insincere to insulting. This action does not build customer loyalty and provides the potential of someone sharing a negative experience.
Recently, I made a couple of sales referrals to a friend who was seeking a local small business. When my friend called, she was told to use email as the preferred method of communication by both vendors.
Here is another example of how salespeople want the sale on their terms or as I call it on their sales ground. They are creating distrust in making this preferred communication demand.
Being old school, I was always taught to meet the potential customer as well as existing customers on his or her terms. For me this required me to start texting with clients and sales leads. I did not insist my clients or even sales leads to email me or call me.
Friendly and responsive customer service is part of the overall sales process especially within the marketing phase. As in the examples shared, it begins with marketing and before the sale has been actually “closed.” Regardless of when it happens, failure to understand the importance of customer service will limit the ability of your small business to increase sales.
Leanne Hoagland-Smith is an author, speaker and executive coach. Her weekly column explores issues that impact the bottom line of firms with fewer than 100 employees. She can be reached at 219-508-2859.