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
Tuesday, April 26, 2011
Tuesday, April 5, 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
Tuesday, March 29, 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.
Wednesday, July 7, 2010
Leave home without it - Lessons in poor customer service from American Express
Late Eighties, Early Nineties
My first credit card was American Express (NYSE: AXP) ... when I was doing my undergrad at The University of Texas at Austin in late eighties & early nineties. American Express offered me a credit card, and I accepted their offer for three reasons:
1. Indians don't like to owe money, and I loved the fact that you have to make your monthly payment in full for the American Express card.
2. American Express offered round-trip airline deals with Northwest Airlines for $99 anywhere in the U.S. within defined zones (and I used this offer a few times and enjoyed every bit of it).
3. Auto insurance coverage. When you rent a car with the American Express card, you did not need to buy additional auto insurance. And I loved this feature.
Those were the early college days, and I was definitely proud of being the American Express card holder, and never left home without it!
Fast Forward
My current American Express card is the American Express for Business card. I have had this card since 2001. I was a proud member, and always got a thrill out of watching the Seinfeld commercials... And I was enjoying the services of my card until recently...
During the last three years, I began carrying a modest balance on my card owing to growing my startup business, and having accumulated some debt from moving & related expenses (we moved from Fremont, CA to Irvine, CA in 2007).
I have always been making my monthly payments on the card, and for a period of one year to eighteen months, I even enrolled in their program wherein I made the required monthly payments that helped reduce the overall balance without incurring any interest expenses (the only downside was that I could not use the card during this period).
However, I am no longer in this program, and have been making more than the required monthly minimums, and am beginning to focus on growing my business...
What does American Express do? They add "insult to the injury" by taking away my credit... so in essence, after my working hard to reduce the balance, and creating an available credit in the thousands which could have helped me grow my business, American Express just arbitrarily cut my entire available credit. In essence, American Express "expressed" that I cannot use their card for any new expense. Even though I have been making more than the required minimum payments on time.
Leave Home Without It
Thank you American Express for this years of loyalty and customer service... I am no longer a proud member of my American Express card, and I am going to leave home without it! I no longer find a need for your credit card, and rather than you forcing the issue by reducing my available credit and not letting me use the card, I have decided to not use your card entirely... and oh yes, I will be mailing your card back to you "cut in half" of course... and I will talk about my experience to my friends & business contacts.
Why Innovators Fail?
American Express has been an innovator for over hundred and fifty years... however, the current economy and recession has put this innovator to test. And whereas American Express has been doing well and turning around financially, I am sure that loyal card members of American Express have felt the pinch and have had to bear the brunt wherein their credit lines have been reduced or eliminated altogether... One can argue that American Express is doing the right thing for the shareholder... however, is American Express doing the right thing for America and the American business? They ought to be helping the small business, and helping them grow... Today I have some unanswered questions...
Leading Creativity and Innovation eBook. Business Innovation Resource Kit - 212 pages Definitive Guide, 439-slide insights Innovation Bootcamp, Annual Innovation Report. 212-page collection of over 55 best practices, case studies, and insights on the current state of Creativity and Innovation in Business at Top Innovators including Apple, Google, Netflix, 3M, Frito Lay, Johnson & Johnson, Procter & Gamble, Toyota, GE, BMW, Deloitte, Southwest, Nike, IBM, Dell and more. "Your report from the eBook and definitive guide was the primary reference that we used." Used by over 550 leading organizations including HP, Pepsi, EDS, Nokia, J&J more...
Download Now...
Update:
Here's the ho-hum response I got from American Express on July 7, 2010:
Dear Sanjay Dalal,
Thank you for writing in.
I understand your concern regarding the reduction in the line of credit on your Card. I would have liked to help you with the reason of the reduction or any other information regarding this, but unfortunately, we at Email Servicing do not have access to this information.
I have checked your account and see that the line of credit has been reduced by our Account Services. I would therefore request you to contact our Account Services Team at 1-800-842-5303 (24 hours/ 7 days) and they will be able to explain the reason for reduction. If you are outside the US please call collect at 1-336-393-1111.
If there's any other we may be of assistance, do write back to us.
My first credit card was American Express (NYSE: AXP) ... when I was doing my undergrad at The University of Texas at Austin in late eighties & early nineties. American Express offered me a credit card, and I accepted their offer for three reasons:
1. Indians don't like to owe money, and I loved the fact that you have to make your monthly payment in full for the American Express card.
2. American Express offered round-trip airline deals with Northwest Airlines for $99 anywhere in the U.S. within defined zones (and I used this offer a few times and enjoyed every bit of it).
3. Auto insurance coverage. When you rent a car with the American Express card, you did not need to buy additional auto insurance. And I loved this feature.
Those were the early college days, and I was definitely proud of being the American Express card holder, and never left home without it!
Fast Forward
My current American Express card is the American Express for Business card. I have had this card since 2001. I was a proud member, and always got a thrill out of watching the Seinfeld commercials... And I was enjoying the services of my card until recently...
During the last three years, I began carrying a modest balance on my card owing to growing my startup business, and having accumulated some debt from moving & related expenses (we moved from Fremont, CA to Irvine, CA in 2007).
I have always been making my monthly payments on the card, and for a period of one year to eighteen months, I even enrolled in their program wherein I made the required monthly payments that helped reduce the overall balance without incurring any interest expenses (the only downside was that I could not use the card during this period).
However, I am no longer in this program, and have been making more than the required monthly minimums, and am beginning to focus on growing my business...
What does American Express do? They add "insult to the injury" by taking away my credit... so in essence, after my working hard to reduce the balance, and creating an available credit in the thousands which could have helped me grow my business, American Express just arbitrarily cut my entire available credit. In essence, American Express "expressed" that I cannot use their card for any new expense. Even though I have been making more than the required minimum payments on time.
Leave Home Without It
Thank you American Express for this years of loyalty and customer service... I am no longer a proud member of my American Express card, and I am going to leave home without it! I no longer find a need for your credit card, and rather than you forcing the issue by reducing my available credit and not letting me use the card, I have decided to not use your card entirely... and oh yes, I will be mailing your card back to you "cut in half" of course... and I will talk about my experience to my friends & business contacts.
Why Innovators Fail?
American Express has been an innovator for over hundred and fifty years... however, the current economy and recession has put this innovator to test. And whereas American Express has been doing well and turning around financially, I am sure that loyal card members of American Express have felt the pinch and have had to bear the brunt wherein their credit lines have been reduced or eliminated altogether... One can argue that American Express is doing the right thing for the shareholder... however, is American Express doing the right thing for America and the American business? They ought to be helping the small business, and helping them grow... Today I have some unanswered questions...
Leading Creativity and Innovation eBook. Business Innovation Resource Kit - 212 pages Definitive Guide, 439-slide insights Innovation Bootcamp, Annual Innovation Report. 212-page collection of over 55 best practices, case studies, and insights on the current state of Creativity and Innovation in Business at Top Innovators including Apple, Google, Netflix, 3M, Frito Lay, Johnson & Johnson, Procter & Gamble, Toyota, GE, BMW, Deloitte, Southwest, Nike, IBM, Dell and more. "Your report from the eBook and definitive guide was the primary reference that we used." Used by over 550 leading organizations including HP, Pepsi, EDS, Nokia, J&J more... Download Now...
Update:
Here's the ho-hum response I got from American Express on July 7, 2010:
Dear Sanjay Dalal,
Thank you for writing in.
I understand your concern regarding the reduction in the line of credit on your Card. I would have liked to help you with the reason of the reduction or any other information regarding this, but unfortunately, we at Email Servicing do not have access to this information.
I have checked your account and see that the line of credit has been reduced by our Account Services. I would therefore request you to contact our Account Services Team at 1-800-842-5303 (24 hours/ 7 days) and they will be able to explain the reason for reduction. If you are outside the US please call collect at 1-336-393-1111.
If there's any other we may be of assistance, do write back to us.
Sincerely, Shruti Tandon Email Servicing Team American Express Interactive Services
Later, I had a conversation with American Express Account Services... Here's a gist of the conversation:
1. Their primary reason for reducing my credit line without informing me was a drop in my Experian credit score! And they offered to send me the Experian credit report (which I already have access to. I have already disputed a few items on my credit with Experian).
Update July 16: It appears that the real culprit could be Experian! I went to US Bank to open a new business account and obtain a business line of credit. I opened the business account, but when US Bank pulled my credit report, they were shown a credit score of only 589 from Experian. I told the business manager that my credit score has never been below 600... I was not satisfied with the explanation given while I was there. I pulled my own credit report from Experian the very same day in the evening, Experian gave me a score of 671. Thus, there is a huge disconnect between what Experian tells me what my credit score is, and what Experian tells the would be lenders such as Banks and Credit Card companies. Even the US Bank underwriting department was surprised by this disconnect. They have denied me credit based on the lower credit score reported by Experian to them; however, when I showed them my own credit report provided by Experian on the same day that shows a much higher score, they are not able to accept this. Now they are asking me to contact Experian and resolve this. Net: US Bank can't resolve this. American Express perhaps also acted in part due to what Experian reported them wrongly. Now, I need to get an answer from Experian and get to the bottom of this... Can't imagine why they will "mess" with a regular Joe...
2. My debt ratio (again based on the Experian report)
3. Some other mumbo-jumbo financial stuff...
Again, I asked them on whether my loyalty to American Express, multiple years of membership, my making payments on-time mattered... apparently it did not!
I told Account Services that the decision is mutual, and just as they decided to reduce my credit line and in essence stipulate my using the card, I decided to not use it at all...
We parted ways... she wished me good luck, I wished American Express good luck! An end of a chapter...
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