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Expectations. . .
it the quality of their product? Probably. Is it because their service
exceeds your expectations? Most definitely. Chances are you genuinely like
them as people, trust their expertise, and know you can rely on them to
respond to your individual needs.
I purchased a spiffy new sports car. John, my salesman, had a laid-back
selling style (rare for a car salesperson!) spoke with sincerity, and looked
me in the eye as he spoke. He took his time (or more importantly, let me
take my time) and answered all my questions patiently. He treated me with
the utmost professionalism. Because I trusted him, I gave him the sale.
I picked up the car the next day, he helped me remove my belongings from the
glove compartment and the trunk of my old vehicle, (there sure was a lot of
junk, I confess) and neatly transferred them into my new car. I most
certainly did not expect that and he didn't have to do it. There were
potential buyers in the showroom looking at the new cars. He could have been
in a hurry to get me out of there but instead, he impressed me with his
graciousness and made me feel important--a critical skill when dealing with
any customer in any situation. A customer should always be treated as a VIP.
He was extremely pleased that I had given him the sale, but equally important,
everyone who worked there was gracious and efficient.
driving the new car only two weeks, I managed to put a nasty scratch on the
back fender while lifting a heavy suitcase with metal wheels from the trunk.
I was distraught that this happened to my new car, but decided to hold off
doing the body repair until my 3000-mile check up. When I arrived at the
dealer for my first routine servicing, I said to the service manager and the
body shop manager, "Can you believe I put this nasty scratch on this
beautiful new car so soon after buying it? I can't drive a brand new sports
car with a big scratch on it. What's it going to cost me to have it
refinished?" They looked at each other and the body shop manager said,
"It's a shame this happened to you so soon after you bought it. Tell
you what--this is your first service visit with us --this one's on the
only was I delighted, I was thoroughly impressed once again! I certainly
didn't expect them to do the body repair for free. That's almost unheard of
these days! But that wasn't all. Both the service manager and the body shop
manager were genuine, gracious, and asked me several questions about how the
car had been performing. When I told them that I was getting ready for a
long road trip the service manager said, "Don't worry. We'll be sure
your car is in top-notch condition before you hit the road." I felt
really confident that they would, too.
asked them how long it would take for the servicing and body repair,
explaining that I had to get back to my office in a reasonable amount of
time. They offered me a loaner car, but I told them I preferred to wait
because it was a bit of a drive back to my office.
They brought me over to the general manager and arranged for me to
use their conference room so I could work on my laptop and make business
calls from their phone. Before I knew it, there was a knock on the door and
someone brought me a pot of coffee!
my car was brought up to the front of the dealership--clean, shiny and
looking brand-new. The service manager opened the door for me and asked if I
needed anything more. I was delighted.
what matters the most not only to them, but to any organization who is
striving for customer loyalty: Did
I tell others about their level of service? Yes!
Did I send customers to them? Yes!
Have I gone back to them for servicing even though there's another dealer
closer to my office? Yes! Will
I purchase from them again? Absolutely.
I am a loyal customer. Why? It's because I not only received superior
service from John, the salesman, but everyone who worked there made me feel
as if they cared about my satisfaction and went out of their way to please
me. Quality customer service was demonstrated on a continuous basis.
automobile dealer knows what it takes to build customer loyalty. They know
that getting business is one thing, keeping it is another. That's true for
How's the level of service in your company? Your sales force needs to depend on everyone to provide quality service as a team and do everything possible to please the customer. Your company should have what I call a Sales/Service Excellence/Accountability Culture.
Sales/Service Excellence/Accountability Culture
culture. . .
Culture. . .
encourage you to consistently do your best. In the final analysis, the
customer will be your judge, jury, or executioner.
Corelli is an international business speaker who speaks from EXPERIENCE, not
textbook theory, and is the author of "Wake Up and Smell the
Competition - They're Closer Than You Think"
- How to Compete and Win in Today's Real World" . For
information on her speaking and training programs call 352-438-0261
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