Page 86 - My Marketing Sucks Book

The fantastic thing about customer care and customer service is it doesn't cost
you any more whether you pride superior service, or if you treat people like

numbers and with no regard.

It’s a matter of your focus and priorities. It takes some work and creativity to set
up a Customer Service Training Program and develop ways to monitor and
measure its success. When it is done, you have now created a critical system that
assures you that EVERY employee is interacting with your customers and potential

clients in a consistent and professional manner.

It may cost a little bit to put a training program in place - but the rewards are

endless.

You Know What They Say About Making ASSumptions

Personally, I learned this lesson at a very young age.
I was selling securities. I held series 6, 63 and 7 securities licenses. What that
meant is I was certified and licensed to help people invest their money to get a

higher rate of return on it than merely plopping it in the bank. I was good at what
I did. I believe in what I did. I give people important information on how money
works, what their options were and let them make informed decisions. I didn't
worry about my commissions. I always assumed they would come if I did the right
thing.

As a manager, I also had the responsibility training people how to do the job. One
night I had a new member on my team ask me to take him out training. They were
hesitant to ask for help because they had been around awhile and hadn't set up
any appointments at all.

But this was a close friend of theirs they wanted to go see. The problem was they
lived an hour and a half away in the Pocono Mountains. Honestly, I really didn't
want to drive an hour and a half one way to talk to somebody in the Poconos. But
I felt bad and I knew it's important this was to him and his development - so I said
yes.

Deep In the Backwoods…

After a drive that seemed to last forever, through pitch-black winding roads, we
finally arrived at our destination. I looked over at the house and it was a small,