Just What Is Good Service?
Ask any custom electronics professional what differentiates his business from those of his competitors. The answer will probably be “service.”
We’d like to think of ourselves as offering the best possible service experience to our customers. But what is a great buying experience? What kind of service do people buying from specialty dealers expect?
No one plans to disappoint customers, of course, but sometimes it just seems there’s nothing we can do to make them happy.
According to a survey of 7,000 consumers conducted by BIGresearch, good service is far more than just quality, selection and on-time delivery. More than one-third of respondents said great service included “helpful staff,” and 18 percent wanted associates to be “readily available” to them.
To many, store policies and procedures were key factors in determining service quality. Twelve percent cited “good communication” as an important measure of good service. Friendly staff, good prices, great-looking stores, fast service, selection and quality products completed the list.
In our industry, communication is probably the most difficult area in which to excel. Sales consultants often act as if they’re paid to talk, but few are trained to actively listen. Many salespeople are drawn to the consumer electronics business by the great technologies we offer, and some seem to think they’ll impress their prospects with lots of tech-speak.
Today’s consumer, however, doesn’t want specs; she wants solutions. But you can’t offer solutions unless you understand her problems. And you can’t understand her problems unless you ask her questions.
Good salespeople know the value of customer input. They develop a list of questions to guide the process. The best have a well-honed script—not a canned presentation—to make sure they have the information they need to ensure the systems their customers select exceed their wildest imaginations.
People love to talk about themselves—about their homes, the hobbies, their families, the entertaining they do and their expectations about their new home theater systems. Salespeople who take notes of conversations instill confidence and show customers they care.