Hypothetically, if you wrote to the market about your service promise…which of these two letters would represent the truth?
Hypothetically, if you wrote to the market about your service promise…which of these two letters would represent the truth?
There are two points we wish to cover in this communication. The first is that if you go to our company’s website we can almost guarantee that you will be impressed with our corporate messages concerning our products, our service…and of course our undying purpose to work with you as partners in producing mutually satisfying business growth. We have spent a lot of management time and much money on our website, using various [costly] experts to advise us on structure, content, presentation and competitiveness, and as a senior management team we are very proud of the company and executive image projected via the internet.
The website took several months to create and we welcome any ideas and suggestions you have on how we can make it even more helpful and valuable to you. We will of course continue to upgrade the website at regular intervals, but as of today we believe that our website stands unchallenged as the best in the market.
The second point we wish to raise is that for a variety of reasons that are not absolutely clear, we have only put a fraction of the thought, effort and funds into the development of our sales force and our service team, as we did into our corporate website (or our advertising programme). Naturally, it is not possible to ‘do everything at once’ and so we would like to apologise in advance for the very poor quality of sales calls and service efficiency that you are bound to encounter. To rectify this untenable situation we might do a one-day training course for our sales and service staff, or run an expensive ‘conference’ once each year…or give them better product brochures designed by our advertising agency, to show to you.
Whatever we do, eventually, it will fit with our vision statement that we are sure our sales and service staff do not laugh at behind our backs: ‘When it comes to customers, we stop at nothing!’
Dear customer or prospect,
If you have time to visit our website we can promise a range of interesting products, ideas and service concepts…and we can assure you of even more value when you meet our sales people or talk to our service staff.
We have made, and will continue to make, a significant investment in the value of our sales team and so when they call, this is what you can expect from our sales consultant…as a guarantee from senior management:
• A sales consultant who looks and behaves like a competent business person, and who is focused on your business objectives
• A sales consultant who shows respect for your current supplier relationships and arrangements, and who will only address areas of your business where we are confident of creating improved future results for your business…on an agreed trial basis
• A sales consultant who is armed with valuable business performance ideas, supported by evidence of our capacity to improve results for your company
And from our service staff, you can expect the following when making contact by phone or email:
• An immediate, pleasant and helpful response
• A determination to provide assistance, as needed, or to resolve problems in a satisfactory manner
If we are found lacking in either of these two areas of our business operations, in any way, please let us know and if guilty we will reward your feedback with a $100 wine gift voucher, and of course we will address the issue raised. By issuing this guarantee and by rewarding feedback, we will stay committed to training our staff and to staying in control of our serious promise to the market.
Hypothetically if you wrote to the market about your service promisewhich of these two letters would represent the truth - To learn more about this author, visit John Lees's Website.
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Dear customer or prospect,
There are two points we wish to cover in this communication. The first is that if you go to our company’s website we can almost guarantee that you will be impressed with our corporate messages concerning our products, our service…and of course our undying purpose to work with you as partners in producing mutually satisfying business growth. We have spent a lot of management time and much money on our website, using various [costly] experts to advise us on structure, content, presentation and competitiveness, and as a senior management team we are very proud of the company and executive image projected via the internet.
The website took several months to create and we welcome any ideas and suggestions you have on how we can make it even more helpful and valuable to you. We will of course continue to upgrade the website at regular intervals, but as of today we believe that our website stands unchallenged as the best in the market.
The second point we wish to raise is that for a variety of reasons that are not absolutely clear, we have only put a fraction of the thought, effort and funds into the development of our sales force and our service team, as we did into our corporate website (or our advertising programme). Naturally, it is not possible to ‘do everything at once’ and so we would like to apologise in advance for the very poor quality of sales calls and service efficiency that you are bound to encounter. To rectify this untenable situation we might do a one-day training course for our sales and service staff, or run an expensive ‘conference’ once each year…or give them better product brochures designed by our advertising agency, to show to you.
Whatever we do, eventually, it will fit with our vision statement that we are sure our sales and service staff do not laugh at behind our backs: ‘When it comes to customers, we stop at nothing!’
Dear customer or prospect,
If you have time to visit our website we can promise a range of interesting products, ideas and service concepts…and we can assure you of even more value when you meet our sales people or talk to our service staff.
We have made, and will continue to make, a significant investment in the value of our sales team and so when they call, this is what you can expect from our sales consultant…as a guarantee from senior management:
• A sales consultant who looks and behaves like a competent business person, and who is focused on your business objectives
• A sales consultant who shows respect for your current supplier relationships and arrangements, and who will only address areas of your business where we are confident of creating improved future results for your business…on an agreed trial basis
• A sales consultant who is armed with valuable business performance ideas, supported by evidence of our capacity to improve results for your company
And from our service staff, you can expect the following when making contact by phone or email:
• An immediate, pleasant and helpful response
• A determination to provide assistance, as needed, or to resolve problems in a satisfactory manner
If we are found lacking in either of these two areas of our business operations, in any way, please let us know and if guilty we will reward your feedback with a $100 wine gift voucher, and of course we will address the issue raised. By issuing this guarantee and by rewarding feedback, we will stay committed to training our staff and to staying in control of our serious promise to the market.
Hypothetically if you wrote to the market about your service promisewhich of these two letters would represent the truth - To learn more about this author, visit John Lees's Website.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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