Page 306 - Duct Tape Marketing

290 Part V: Winning and Keeping Customers

Table 18-1 Examples of Services and Service

Services Service

Customer parking Clean, well-signed area with the most con-
venient spaces reserved for customers

Public restrooms Immaculate and well-equipped area

Complimentary refreshments Fresh, unique offerings provided in a clean,
accessible, inviting setting

Children’s play area, spouse sitting Convenient and inviting areas supplied with

area, customer waiting area interesting, enjoyable entertainment

Delivery service Well-identified, friendly, and reliable

The Service Cycle

Customer service involves a cycle of activities that starts before the sales
presentation and continues well past the time the purchase is complete. See
that your business has a plan for each of these steps:

ߜ Step 1: Establish contact with a prompt, friendly greeting. Whether the
prospect arrives via e-mail, phone, mail, or in person, your first response
establishes an impression upon which all other contacts build.

ߜ Step 2: Build rapport. A marketing truth goes like this: People don’t buy
because you make them understand. They buy because they feel under-
stood. They also buy from people they like and feel they know. In the first
few minutes with your prospect, establish a friendly relationship.

ߜ Step 3: Present your product. See Chapter 17 for ideas on how to pre-
sent your product as a high-value solution to your customer’s needs.

ߜ Step 4: Make the sale following advice for reading buying signals and
closing the deal in Chapter 17.

ߜ Step 5: Complete the sales transaction, making the process of payment
completely efficient, a reinforcement of your company service, and a
confirmation of the customer’s decision to buy from your business. This
is not the time to conduct lengthy customer research or to make promo-
tional pitches for additional products. If you introduce options at this
point, be sure they are clear and easy to explain, and that they con-
tribute to the value and satisfaction the customer will receive from the
product being purchased. Don’t complicate the moment of payment or
you’ll risk losing the sale.