SalesPoint: Going above the call of duty (part 1)

This feature is specifically for Sales and Customer Support representatives. We hope to provide valuable tips and insight you can use in interactions with internal and external customers.

Going above the call of duty (part 1)

Sales professionals and customer support representatives play such a valuable role in business. In many instances, the only distinguishing factor between competitors is the quality of service. Price differences are minimal, delivery times are comparable, and product features and benefits are similar. The personal factor, then, becomes increasingly important. With multiple choices, businesses MUST give customers a reason to choose their product or service.

"Going above the call of duty" is one such area where sales and customer support representatives fail to deliver this personal factor. Let me provide you with an example from my own recent experience buying a software package for my home office.

In January, my desktop and laptop both acquired a nasty virus that destroyed both hard drives. As part of the rehab, I decided to upgrade my software package to a more recent version. I initially called the company that manufactured my laptop to see if they offered any packages. They did, and they happily took my order and my credit card number. The next day, I received an email stating that there would be a delay in shipping, but I could expect the disks to arrive in 7-10 business days. A week later, I received another email stating that the disks would be delayed another 7-10 days. The time elapsed and still no disks arrived. So I called customer support (which, I found out later is a call center in India during the day and the Philippines after 6 pm). The first gentlemen couldn't find my order in the system. He transferred me to another CSR who found my order but told me it had been canceled by me a week prior. No dice here as I had not canceled anything. This continued to escalate until I had arrived, 45 minutes later, at the top of the food chain. Here, the manager of the CSR's again apologized but informed me that if I wanted to re-order my software, he could get it in the system and it should arrive in 7-10 business days. No offer to expedite the order, no offer of a discount, no additional help of any kind. No amount of reasoning would get me any further.

The next day, I searched on line and found a "big box" store that offered a similar software package. I called their toll free line and a cheerful woman answered with her name, asked for my name and offered a "how can I assist you today?" After explaining my situation, she quickly searched her database and found that a local store had several copies of the software, in stock and on sale. I fired off questions to be sure it had the same features I wanted, that it would be compatible for both operating systems, etc. She answered all my questions without hesitation and "with a smile". When I thanked her for all her help, she asked if I wanted to have a copy reserved for me at the local store. I said, "Sure." She then proceeded to take all my information down, including a phone number in the event the local store needed to contact me, and asked for a credit card number. At my hesitation, she informed me that this would allow me to simply walk in, visit customer service, show my ID, and walk out with the product. It would be there waiting for me for the next 7 days. She finished with a simple, "Have I answered all your questions?" Wow. What a difference good customer service makes.

As a Sales or Customer Support Representative-are you cheerfully answering the phone with your name and a simple, "What can I do for you today?" When a potential customer asks a plethora of questions, do you answer each one "with a smile"? Do you look for ways to go above the call of duty, even when you know you aren't going to get the sale today? What else can you offer above the bare minimum required by your employer?

People remember when they receive poor service and they tell other people. People also remember when they've received stellar service. As for me-the "big box" store has my loyalty. I'm planning to purchase a Sony Reader soon, and that store will be the first place I look. Can your customers say the same thing about your business?

Do you have questions for the experts? Email us at kristen@teamatworkcoaching.com