Just What Is Good Service?
You can begin to upgrade customers during this process by using—to use a legal term—“leading questions” that point the prospect to the answer you hope to hear. At the same time, you can give them information about features they may not know about. Asking, “Would you be interested in theater-quality sound?” is always going to lead to “yes.” If you phrase it, “Would you be interested in a 7.1 surround sound system?” a confused customer unfamiliar with the terms might say “no.”
After determining the appropriate products, great communicators continue to explain benefits while avoiding a litany of features. A customer will be more motivated by the “clearest, sharpest picture available” than by “1,080p.” Don’t tell them what it has; tell them what it will do for them.
See Jeremy Burkhardt and Dave Donald’s column on page 22 for more on the topic of sales interactions!
Interaction with customers is even more important during the delivery and installation phase of the sale than it is during the transaction itself. Buyer’s remorse starts to set in during installation—particularly if the customer’s home is in some disarray. The client’s entire feeling about his purchase may hinge on his experience during the setup.
Make sure installers clearly understand what the customer has been told. If the project manager said the job will take three days, make sure the installer knows that. Technicians who understand why the system has been configured in a certain way won’t say to the customer, “I don’t know why this was sold this way; it’s not the best solution,” as they work in the home.
Set clear expectations. If a customer is promised a morning delivery and gets her product at 11:50 a.m., she considers it timely. If it arrives at 12:15 p.m., she thinks it’s three hours late. If you know there’s going to be a lot of dust when you drill into the customer’s plaster walls, tell him about it before you start.