That Personal Salesmanship plays a critical role in closing any sale is a given; however, the communications that commonly support a company's Sales and Customer Service efforts are the primary means for initiating and managing selling relationships.
In this series of Postings, we looked at several common Sales and Marketing Communications that generally support a company's sales efforts. Obviously, these types of communications must be well-written, but they also need to be upbeat, focused on specific customer issues, and proactive in tone.
That said, keep the following "quick tips" in mind when drafting Sales and Marketing Communications:
*Sales and Prospecting Letters - Write clearly and with clear intent. The aim is to establish credibility and schedule a face to face meeting.
*Estimates - Always formalize estimates in writing. "Calculate" costs, use realistic time frames and include all obvious and hidden costs.
*Proposals - Start with an estimate then expand. Outline your approach, the benefits of this approach, your experience or expertise in handling similar situations, and any testimonials or references relating to your ability to do the job.
*Price Lists, Quotes, and Bids - Price Lists and Quotes tend to reflect standard prices for goods and services. Bids are tailored to specific customers and are usually submitted as entries in a competitive process.
*Customer Service Letters - Be personal and express a helpful and empathetic tone. Summarize the problem as defined by the customer, offer a mutually acceptable solution, and include a follow up date.
*Advertising And Promotional Materials - The writing of Advertising Copy and the design of most Promotional Materials is a Specialty best left to those with skill and training in these areas. In the absence of in-house expertise, consider contracting with outside Marketing Professionals.
For more detail, please refer to the individual Postings and Links on these topics. Also, an online search or a browse through titles available through http://www.amazon.com/ (or other like sources) will yield many publications with specific examples and templates.
Jack
Showing posts with label Customer Service. Show all posts
Showing posts with label Customer Service. Show all posts
Wednesday, April 27, 2011
Wednesday, April 06, 2011
Sales and Marketing Communications: Tips For Handling Customer Inquiries
A simple fact is that most of us can readily recount our first-hand experiences with lackluster customer customer service without much prodding. Unfortunately, poor customer support is so pervasive that even minimal support shines in comparison.
Granted, there are exceptions to this as many businesses have learned to "put customers first" both in philosophy and practice. However, even for these businesses, excellent customer service is a constant struggle that demands commitment, monitoring and accountability.
That said, excellent Customer Service starts with customer contact employees having the skill to comprehend customer problems and the motivation to resolve such issues. Obviously, this takes some effort and is not as simple as merely having a sympathetic ear.
Of course, when customers have a problem, expressing sympathy may be an appropriate "ice-breaker"; however, this only goes so far as customers are ultimately looking for satisfaction and options for an acceptable solution.
For a customer service employee, this means being a good listener and expressing a proactive attitude for the customer and their problem.
Customer Service situations can arise from phone calls, referrals, or written inquiries. But regardless of how they are initiated, the solution should be detailed in writing.
Formal letters and email are the acceptable ways to respond to customer issues in that they provide a paper trail for future reference. Conversely, phone responses should only be used to answer routine inquiries.
Once you have received the inquiry, here are ten basic Customer Service Principles you will want to remember as you prepare your response:
1. Acknowledge the inquiry within a day or two of receiving it. Granted, you may not have a resolution in such a short time, but at the very least the inquiry deserves a quick acknowledgment as an interim reply.
2. Be personable and use a tone that makes the customer feel valued. Remember to be polite and respectful, making sure your words express a helpful attitude.
3. Clearly summarize the problem as expressed by the customer. Restate the situation using the customer's words. High emotions may be at play, so be careful not to minimize the customer's take on the situation by substituting your words for theirs.
4. Spell out in detail what your analysis of the problem has discovered. Be as detailed as possible without getting too technical. Customers who don't comprehend what you are saying will think you are trying to be purposely deceitful.
5. If the customer is in error, fully explain the error. Sometimes the customer isn't always right. Just the same, it may be a good idea to probe and find out the reason for the misperception.
6. Should the customer have a legitimate problem, admit it and thank them for bringing it to your attention. Be sincere and gracious with these situations. Granted, some customers may delight in playing the "gotcha" game, but a skilled customer service person will always strive for a win-win solution without resorting to gamesmanship.
7. Offer solutions that are creative, workable and mutually acceptable. Be careful not to hide behind company policy when suggesting solutions. Nothing will undo customer goodwill faster than customer support that is "by the book" and inflexible.
8. Provide contact information in the event of any additional questions or concerns. Make it easy for the customer to reach you. A direct address is a must, but also make sure you provide your direct business phone number and business email address.
9. Thank them for their continued business. This may sound trite, but no customer wants to be taken for granted. Be aware that when customers feel this way, they are more apt to explore and entertain other options.
10. Follow up to ensure the problem has been resolved. Keep in touch with the customer by following up after a week, month, or some other appropriate time frame. This not only demonstrates a proactive attitude, but also a willingness to maintain an on-going relationship with the customer.
It goes without saying that customers are the life blood of any business. And few companies can afford to alienate their customers with poor Account Management.
The upshot is that it is critical that customer service staff are both committed to and accountable for providing professional customer support. Anything less is a business liability.
Jack
Granted, there are exceptions to this as many businesses have learned to "put customers first" both in philosophy and practice. However, even for these businesses, excellent customer service is a constant struggle that demands commitment, monitoring and accountability.
That said, excellent Customer Service starts with customer contact employees having the skill to comprehend customer problems and the motivation to resolve such issues. Obviously, this takes some effort and is not as simple as merely having a sympathetic ear.
Of course, when customers have a problem, expressing sympathy may be an appropriate "ice-breaker"; however, this only goes so far as customers are ultimately looking for satisfaction and options for an acceptable solution.
For a customer service employee, this means being a good listener and expressing a proactive attitude for the customer and their problem.
Customer Service situations can arise from phone calls, referrals, or written inquiries. But regardless of how they are initiated, the solution should be detailed in writing.
Formal letters and email are the acceptable ways to respond to customer issues in that they provide a paper trail for future reference. Conversely, phone responses should only be used to answer routine inquiries.
Once you have received the inquiry, here are ten basic Customer Service Principles you will want to remember as you prepare your response:
1. Acknowledge the inquiry within a day or two of receiving it. Granted, you may not have a resolution in such a short time, but at the very least the inquiry deserves a quick acknowledgment as an interim reply.
2. Be personable and use a tone that makes the customer feel valued. Remember to be polite and respectful, making sure your words express a helpful attitude.
3. Clearly summarize the problem as expressed by the customer. Restate the situation using the customer's words. High emotions may be at play, so be careful not to minimize the customer's take on the situation by substituting your words for theirs.
4. Spell out in detail what your analysis of the problem has discovered. Be as detailed as possible without getting too technical. Customers who don't comprehend what you are saying will think you are trying to be purposely deceitful.
5. If the customer is in error, fully explain the error. Sometimes the customer isn't always right. Just the same, it may be a good idea to probe and find out the reason for the misperception.
6. Should the customer have a legitimate problem, admit it and thank them for bringing it to your attention. Be sincere and gracious with these situations. Granted, some customers may delight in playing the "gotcha" game, but a skilled customer service person will always strive for a win-win solution without resorting to gamesmanship.
7. Offer solutions that are creative, workable and mutually acceptable. Be careful not to hide behind company policy when suggesting solutions. Nothing will undo customer goodwill faster than customer support that is "by the book" and inflexible.
8. Provide contact information in the event of any additional questions or concerns. Make it easy for the customer to reach you. A direct address is a must, but also make sure you provide your direct business phone number and business email address.
9. Thank them for their continued business. This may sound trite, but no customer wants to be taken for granted. Be aware that when customers feel this way, they are more apt to explore and entertain other options.
10. Follow up to ensure the problem has been resolved. Keep in touch with the customer by following up after a week, month, or some other appropriate time frame. This not only demonstrates a proactive attitude, but also a willingness to maintain an on-going relationship with the customer.
It goes without saying that customers are the life blood of any business. And few companies can afford to alienate their customers with poor Account Management.
The upshot is that it is critical that customer service staff are both committed to and accountable for providing professional customer support. Anything less is a business liability.
Jack
Wednesday, March 30, 2011
Sales & Marketing Communications: Tips For Writing Estimates and Proposals
The task of writing estimates and proposals is a fundamental Business Practice and one that most business people will have to face at one time or another.
Beyond professional development, this is a task who's importance to the Sales Process cannot be overstated. After all, many of us can recount stories from our own experiences as consumers where a potential sale was lost because a business failed to follow up on our sales inquiry.
Granted, putting together an estimate or proposal involves diligence, with no guarantee the effort will pay off with a sale. Nevertheless, submitting estimates and proposals is the accepted way most businesses get their goods and services into the competitive market.
That said, it is important for businesses of all types and sizes to view this practice as an opportunity to seize "new business", and not as some bothersome and potentially low-yield exercise.
Preparing Written Estimates
The format for estimates usually depends on what is customary for the seller. But regardless of how the estimate is structured, be sure to do the following:
* Summarize the project as agreed to by you and the prospect.
* Use realistic time frames for both scheduling and completion.
* List all materials and their associated costs.
* "Calculate" costs, don't guess. (Labor, Overhead, etc.)
* Spell out any additional costs or fees.
* Prepare the written estimate organized by the above categories.
* Include contact information and a follow-up date.
Preparing Formal Proposals
In content, proposals are "meatier" than estimates, but aside from substance, the major difference between an estimate and proposal is that the former is usually written from the seller's perspective, while the latter is written from the perspective of the prospect.
As you begin drafting a proposal, start by using the estimating steps as outlined above to help you calculate the raw cost data for the proposal. From here, you will need to format the proposal.
Businesses may use some boilerplate for this purpose, but it is important that you tailor the format to meet the specific needs and wants of the prospect.
When finalizing a proposal, ensure the following basic elements have been included or addressed in some specific manner:
* A summary of the issue or problem your proposal will address
* An outline of how your product or service will address the issue or problem
* The qualitative benefits of your product or service
* You or your company's experience and expertise in handling similar issues and problems
* Testimonials and references as to your company's ability to do the job
* Contact Information and a follow-up date.
Regarding writing style, be sure to write clearly, succinctly, and with enough customer-specific language to demonstrate your understanding of the prospect's wants and needs.
In this regard, note that prospects generally view their needs as unique, so be sensitive to this and use the prospect's terminology whenever possible. Simply put, reinterpreting a prospect's wants and needs is not the best way to establish rapport.
Another element you may be expected to include is an Executive Summary. For detailed and highly technical proposals, the need for a summary is pretty much a given. But if you do include an Executive Summary, condense it to a page or two at most.
When all is said and done, the prospect is looking for information to help them with a buying decision, so the more information you provide the better it is for both you and the prospect.
As a final word, be aware that it is common for a prospect to request several estimates or proposals based on different scenarios or circumstances. If this is the case, honor the request in a timely manner and be grateful for the opportunity. After all, it may not come around again.
For additional information, there are many online and desktop resources available on this subject. A quick Internet Search will yield good results for you. To help get you started, check out the related links below.
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