In my last blog post, I gave you a background story about my experience with customer service in retail sales. And that no matter which type of sale you are conducting, customer service matters. This post will discuss why customer service is so important to sales people.
Customer Service Matters
There are two important reasons why I was taught this, and many more reasons why this practice is relevant across the sales industry.
Upholding Company Reputation
The first reason was that ill-fitting clothes on any client was a bad portrayal of the Ted Baker brand.
This is the same when selling any product or service. If your sales reps are selling for the sake of selling, hitting numbers, making more commission, they’re doing so at the expense of clients and the company. Not only will the client be unhappy with the product or service they are sold, they will be unhappy with the company that sold it to them. They will tell their network that they are using your product or service, and that it doesn’t really work that well. Or that it has a lot of complications and that it’s not worth the money.
This could have been swapped for a rave review of your product or service that matches their needs perfectly. The positive word-of-mouth from even the smallest client can lead to so much more than just their specific sale.
The second reason why great customer service matters is false, or temporary numbers. Perhaps you “made the sale” today, but your product or service wasn’t what they really wanted. The customer will return the item, request a refund, call to complain, or worse. They could in fact choose not to return to your company for business at all.
All of these actions will hurt sales in the long run. Selling products or services that are not the best option for customers is a waste of time and resources for both parties, and will leave both sides unhappy.
For example, perhaps the most expensive item isn’t the best fit for your prospect. This is an opportunity to show that you have their best interest at heart.
When a client at Ted Baker tried on something that didn’t suit them—and I was transparent—I’d then offer a product that I knew would be suitable. Sometimes, it would be garments that the client never thought would work or items that were significantly less expensive.
What You Can Do
As a sales leader, it’s critical that your sales reps understand your products and services. This will allow them to help your clients choose the best fit and help them in ways that they might not even realize they need. This is selling in the context of customer service.
At CFS, we think of selling like this: your sales team is a team of problem solvers. They are in the business of problem solving!
Do you see why your salespeople need to be customer-service oriented?
Download our latest eBook on Customer Service!