It's Not About Price

Discussion in 'Productivity Hacks' started by ShuBee, Jun 2, 2016.

  1. ShuBee

    ShuBee FatCat Member

    Joined:
    Apr 24, 2014
    Messages:
    37
    Likes Received:
    24
    Name:
    Anna Rigsby
    The perception your clients have of your company can make or break your success. Many service companies focus on price alone and may win the job up front but will lose in the long run. Every member of your team, from the owner to the technicians, must make providing exceptional customer service their top priority. To successfully stand out above your competition, you have to create a culture based on service and improving client experience. It is important to focus on service and build relationships to create a raving fan.

    THE DIFFERENCE

    When you walk into your local Wal-Mart are you expecting to be overwhelmed by customer service and friendly people willing to help? No. I walk in and employees have a lack of enthusiasm and drive. I cannot help but wonder if this is part of the reason Walmart is in the process of closing 249 stores. The difference between going to Walmart and your local grocery or hardware store is stark. Prices may be more, but they are packed with people willing to pay a little extra for the benefit of the experience. The employees interact when you walk in, make sure you are finding what you need and smile as they are ringing up your items. They are willing to provide that extraordinary customer service that consumers are beginning to feel they deserve no matter where they are. When it comes to clients’ actions and buying behavior we need to start understand what really pushes people to buy. Clients no longer chose a service company on price alone. Consumers are ultimately driven by their emotions, not their rational. They want to do business with a company they trust and have confidence in, a company that they are comfortable with and provides a process that puts as little stress on them as possible.

    WHERE TO BEGIN

    It all starts when the client calls in and your customer service representative/receptionist answers the phone. The client needs to hear your employee’s smile through the phone. It sets the whole tone of the conversation. If the CSR is not friendly and helpful from the beginning the client very quickly has a negative opinion of your company. It is important to remember that plumbing and heating issues often come at unexpected times. People do not usually set money aside for these types of problems, which creates a stress on the client before they even call. Add to that a less than pleasing initial interaction and you’ve lost the sale before you’ve even had the chance to win it.



    It is the CSR’s responsibility to reassure your clients that their home is your first priority. It is important to sympathize with the client throughout the entire process. To create that human connection. The service technician needs to have the same mentality while in the home. The client can only perceive what they can see and hear. They cannot see what the technician did and often wouldn’t know what they did even if they did see. It is important to establish a relationship by having a conversation and listening. There is a famous saying “We have two ears and one mouth so that we can listen twice as much as we speak” and by following this we will learn about our clients and build that necessary relationship.

    THE PROOF

    A survey done by American Express showed 58% of consumers are willing to spend more on companies that provide excellent client service. Going back to the fact that consumers continue to choose companies they do business with based on emotions and not rationale. “Psychology Today” put out a study that said consumers are willing to pay extra because of the way the product or company makes them FEEL. Listen to that closely. It is your job to make your clients feel happy, at ease and confident that you will handle the situation when you interact with them. In the rare case that a client does complain about price, in most situations you have the power to lessen the dissatisfaction with the personal service you provide. Clients value good service and they are prepared to pay for it. Every client can be a raving fan for life if you teach your technicians how to build lasting relationships.
     
    AtlantaJoe likes this.
  2. freemind

    freemind Syndicated FatCat Entreprenuer

    Joined:
    Aug 29, 2013
    Messages:
    1,526
    Likes Received:
    383
    I agree with this for the most part.

    But citing a study done by AMEX is a little flawed. The people who have an AMEX card are usually fairly well off. So you are talking about a slice of the "upper crust" of people. Yes, those kind of people tend to value service over price.

    When you talk about the blue collar type, price is of more concern, since they have less disposable income.

    It doesn't matter if you fixed furnaces or A/C units, clean carpets, or clean windows. The end product should be the same quality. It's how you "dazzle" them from the start, to the end. In that, I agree.

    One way I "dazzle" is by hand writing thank you notes. New clients that spend a decent amount with me, that REPEAT cleans, I send a gift certificate to the local winery.

    I also listen to their concerns, and offer service that fits their needs. You should always be cheerful.
     
    AtlantaJoe, fencerider and ShuBee like this.
  3. fencerider

    fencerider Entrepreneur

    Joined:
    Jun 20, 2013
    Messages:
    1,907
    Likes Received:
    750
    well said
     
    ShuBee likes this.
  4. freemind

    freemind Syndicated FatCat Entreprenuer

    Joined:
    Aug 29, 2013
    Messages:
    1,526
    Likes Received:
    383
    Well, I see the reality of the situation.

    People with more disposable income, value things differently then someone with less.

    Go into a Wal-mart and observe people, what they buy, how they act, how they talk.

    Then go into other stores, doing the same thing.

    The typical Wal-mart shopper will not be in a Kohl's store buying 100+ dollar shoes.

    My clients all are at the basics, buying clean windows. Anyone can offer them clean windows. BUT, my clients get ME, great service, and someone willing to stand behind his work. I'm not the walmart of window cleaning. I'm the Coach of window cleaning.
     
    ShuBee likes this.
  5. AtlantaJoe

    AtlantaJoe FatCat Noob

    Joined:
    Apr 26, 2017
    Messages:
    6
    Likes Received:
    0
    A lot of good points, however I would have to disagree with "THE PROOF" part, it highly depends on what type of service a business provides, if a person calls a carpet cleaning company to get their carpets cleaned, they won't care that much about "how the service makes them FEEL", but rather if the job is done right.
     
Loading...

Share This Page