There's a millions reasons why you can buy from a million different dealers in this industry. Everyone has their own pitch, their own perks, and even their own style that makes them different from everyone else. What makes a dealer different is how they answer the question listed above. Will you go on the defensive? Will you try to put down the competition to make yourself look better? Realistically, one would assume that I am even writing this to compare myself to other dealers. WRONG.
The same rules and basic principals that apply to how I deal with my customers are not too different from how my clients should treat their customers. Throughout my years in this industry, I have been both a customer and the product specialist and I have seen what it takes to help customers bring their business to the next level. I base my success on professionalism and personality. It's about going the extra mile for the customer. It's about going above and beyond the call of duty and not just being the 9-5 guy, simply because in today's world, that does not cut it.
Here's some tips and tricks for you to use in your business when dealing with customers. I train my staff to use them every day and pass along as much helpful advice as possible.
1. We are all people. Here's a great way to start. Many people have a hard time dealing with other human beings. I used to be the exact same way. You get so nervous about having a simple conversation with another person that you mentally take yourself out of the game before you even say hello. Look, here's the deal. We all get up. We all eat drink shower (hopefully) and put our pants on one leg at a time. We all have a job to do, your job is to make your customers job a little easier. That's customer service. If you have apprehensions about talking to people in general, sales is not for you. But when dealing with other human beings, simply remember that they are seeking YOUR advice, YOUR help. They may know absolutely nothing about what you are selling or offering. If you can't show enough confidence in your own product, then why should they take a chance on you.
2. Forced Selling. There's nothing that angers me more than tactics like this. Granted I've done my share of trying to get in touch with a customer but here's the deal. Take step 1 and remember that we are all people. When you go home, and you're having dinner, and the phone rings, and someone is trying to sell you something you have no interest in, you instantly get annoyed. Worst of all, with these telemarketing type tactics, "NO" is never a good answer. The LAST thing you are going to do is buy their product. These are companies that hound you and hound you and hound you until you buy and once you do..GOODBYE! You become another statistic and can't get the support and service you need. Now granted, there are also times when the CUSTOMER is at fault. Yes that's right..the whole "customer is always right" theory doesn't always ring true..Which brings me to #3.
3. Treat people the way you want to be treated. Here's what I mean. There are customers that come to me with all sorts of requests. Some of which have nothing to even do with products I sold them, but they still need my advice. I still help. Now here's where it gets a little sensitive. I don't follow any forced selling tactics, but I base a lot of my qualities on #1 We are all just people. If you come to me looking for a machine or a solution to your problem, and it turns out you are no longer interested, simply tell your rep. It's no sweat off their back. No one is going to come to your house with an axe forcing you to buy. You move on and so do we. Fair enough. Think about your customers. If you quote out a project for a customer which would you rather happen: A) your customer calls you to keep you updated on whether the job will go through? or B) you have to hunt the guy down each and every week only to find out that it's not going through. I've had customers call me for prices on machines, then not call me back for weeks, then send their employees to call me when their existing machines have trouble so I can help. I still help, but that's just me. Sometimes the courtesy isn't returned. Keep the rules simple and everyone will get along just fine.
4. Deliver on your promises. This one targets EVERYONE. Customers and Dealers. Man, going back AGAIN to #1. We are all just people. We all go through this life together. Why promise things to customers only to get a deal closed and then not stand by your product. Do you know how many people I speak to on sign forums and technical support calls that have NO faith in their dealers whatsoever? That's absurd. If you are going to be in this game, then give it your all or go home. Now customers on the other hand, one bit of advice I'd have to give, if you feel you didn't receive all the training and support you wanted, do something about it. People make mistakes. Call your dealer and openly discuss the problems with them, rather than wait until something DOES go wrong and then you spend more time badmouthing either the machine or the rep or both, when a simple phone call can solve everything.
So call me a preacher, call me what you will, but these are rules and guidelines I follow with my business. What makes me different that the rest is not based on a list of what everyone else DOESN'T do..It's more about what I can do for my customers. People need to understand and have more faith in the value of support and service and that's what I sell. Selling a printer is one thing. Anyone can write the order. The REAL job of a Consultant begins once the ink is dry on the order.
Now one thing I am faced with day in and day out is pricing. Customers will ask "What's MY price?" "What's YOUR BEST price?" Which is fine..I have no issues with people trying to get the best deal. However, let's be realistic. After all, if you're reading this blog to find a lame sales pitch, that's not why I created this page. I tell it like it is. So here's my take.
We're all in this business because A) we love it and B) we want to make money. I lay it out real simple for my customers. If you've used a certain piece of equipment before and have all the experience in the world, yeah maybe I'll work up a different type of deal for you. Why? Because what you're paying for is not just a machine, but my time to assist you with it. When my phone rings at 10pm on a week night with a customer's problem (AND IT HAS) guess what..it gets answered. I've had customers call me Friday nights when I'm out to dinner with my bride and I STILL answer it..Can you imagine the trouble I get into LOL. Now if you spend more time beating a dealer up on price and not show any passion for this industry, and all you see the equipment as is an expense purchase that you need to "steal a deal" on so you can make the most money, trust me, it's not going to go well. And when my phone rings, you'd probably get my voicemail.
Now I don't write these things to create any type of controversy. I am an open book to my customers. I sell them what they need to succeed. I do whatever it takes to make them happy. I discount my products to a fair extent, but at the same time, people who DO buy from me, know they are getting the absolute best in support and service and I'll be with them every step of the way. They succeed. I succeed. And round and round we go Jack!
Till Next Time...
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