I started my career working in the advertising agency and corporate marketing arenas. I am thankful every day for the experience I gained because I learned not only what to do but also what not to do when working with customers.
In my early years I watched a boss actually yell at a client. I couldn’t believe it. And yes, sure enough not long after, we lost the account. And it seems it still goes on. Recently I was meeting with a client and they indicated they were waiting for an important call (turns out from a competitor). I was shocked when the call came in and the individual on the other end of the phone was yelling. I know, because I could hear them from across the desk! Who does that and expects to keep the business?
It’s hard enough in the promotional products industry to be given our professional due but this behavior definitely doesn’t help our cause.
Have we lost our customer service edge?
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Maybe it's just that we are all so stressed and in such a hurry that customer service loses out and is diminished. During the early recession years it seemed to be coming back. Businesses seemed to care that we were there spending our hard earned dollars. But now that the economy has improved a bit and people are spending again, it seems to once again be taking a back seat.
I have to say, being nice and respectful goes a long way. I can’t tell you how many of our industry partners tell us they love working with us because we are nice. And we don’t ask for anything we don’t really need. If I ask about a rush service, it’s because I have a real rush job at stake. If I ask for a discount to secure an order, it’s because I’ve already cut my margins and need some help. And most of all, I don’t steal samples from my vendor partners. I’m shocked at the stories I hear – and let me tell you, most of the time they know who took it. Would you steal from your family?
As promotional products consultants we need to be above the fray of mediocrity and strive to set the example for exemplary customer service to our customers and our vendor partners. We need both to survive, don’t we?
A few tips for improving the customer experience:
1) Listen – Are you listening and taking notes when talking with your clients? Are you confirming their requests? Nothing shows you aren't listening more than getting the facts wrong.
2) Respect – Are you treating your clients, employees, and vendor partners with respect? Treating them as you would like to be treated? Are you being nice?
3) Follow-up – If you are listening to your clients then you know how best to communicate with them. Then do it. Have a system so that you are reaching out to them before they call your competitor because they are more top of mind.
4) Anticipate – Nothing says you value your customer relationship more than you anticipating their needs. If they have an annual event then help them to get ahead of the process with ideas well in advance. When new products are introduced in the market, determine which ones fit them and stop by with samples. Be proactive.
5) Honesty – Simple. Be honest and sincere with your clients. Don’t promise what you can’t deliver. I have to admit that I have picked up more new clients because they were lied to by a competitor. If you make a mistake, own it and fix it. If you can’t make a deadline, tell them, don’t hedge.
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6) Stars – That’s what we are trying to make our clients every day – stars. Stars in their industry, stars to their boss. If you are striving at each interaction to make them a star they will feel the difference.
7) Partner – Strive to be their partner not just a vendor. Be an extension of their team and understand all aspects of their business. When I talk about a client’s business I use the word “our”. It’s our deadline, our logo, our project. You get the idea. My clients all think of us a partner because they know I care about their success as much as they do.
We as an industry have been working diligently to show that promotional products are a viable, quality marketing medium. If we also work as diligently to improve the customer experience I believe we will all win.
Danette Gossett is the founder of Gossett Marketing, co-founder of Promotions Rescource LLC and co-author of the best-selling book “Transform” with Brian Tracy. Danette utilizes her more than 30 years of advertising agency and corporate marketing experience to develop effective promotional campaigns and products for her clients. Visit GossettMktg.com or SalesPromo.org and follow us on twitter @MarketingTidbits.