Service Sells!

 it's cold. It's dark. It's gloomy. We are in the middle of the difficult economic period. Naturally small businesses need to focus on sales at this time, but how?

Well we can increase our marketing activity, we could put on special offers. Many people (including myself) are entering the world of social media to promote our products and services. We can enhance our sales skills by attending training courses, and equipping all staff with basic sales skills. All of these things are worthwhile, but it seems to me that nothing sells better than good old-fashioned service.

Compare two car dealerships: Many years ago I had a company car and I also used to take my husband's German car (the one WITHOUT the 4-rings) in for its regular service when I had a work at home day. My car dealership provided an acceptable level of service. They were polite and did what they said they were going to do. I never had cause to complain.... but then I never had cause to compliment them either. 

The service I received at my husband's car dealership was outstanding. Even though the car was second-hand and even though I sometimes had my toddler with me, I was treated like royalty. I was acknowledged the minute I walked through the door even if it was just by eye contact. There was always an apology if there was going to be a wait of even just a few minutes. My toddler was always acknowledged and a member of staff would find something to occupy her if I was going to be any more than 10 minutes. The coffee was free, the staff introduced themselves, they made notes as I explained things to them, they phoned me to keep me updated with progress, there were never EVER any surprises. Once when my lift have let me down, they even arranged for a taxi to take me the short journey home free of charge.

So five years ago when I set up my own business and had to buy a car, guess which type of car I bought? I bought the car where I knew I would get excellent service. My car is now eight years old it isn't worth very much and it is well past its best. But that car dealership still treat it like it came off the forecourt last week, and they treat me like I'm the most important person in the world, which of course I am - because I'm their customer.

So remember, you often start selling long before even you realise you are selling. Providing excellent service makes people want to come to you. It may not be today or this week, but somewhere along the line you will have created a loyal customer for the future.

Happy serving!

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