Are you as good as you think you are?
When asked what sets them apart from their competitors many of our clients will reply "our service". The trouble is, when pressed, they struggle to explain what exactly is so great about their service, or what evidence they have to back up their claim. Is it just their view, possibly a little biased. Or do others really agree?
Are you as good as you think you are?
There are myriad factors affecting your success in business - but being good at what you do is a fundamental platform. While spending lots of money on advertising and promotions may not be an option for many companies, a good reputation is priceless. It gives you something concrete to shout about, it encourages word of mouth recommendation, repeat business and greater loyalty. Are you sure you are giving your customers lots of reasons not to look elsewhere or to be seduced when other options present themselves?
When I blogged about some of the basics of marketing in the summer one of my regular readers, Martin Crowther of VR Sani-Co Ltd sent me this message:
"Good article, I have always found that our most succesful marketing tool is one of "under promise and over deliver". It never ceases to amaze me when customers are surprised and thank you for only doing what you said you would do - this would indicate to me that most companies don't."
How sad! But what an opportunity! How much time do you devote in your business to reviewing customer service and coming up with new ways to please your customers? As Martin says, you may not have to be spectacularly good to stand out - just better than the average. Doing what you say you're going to do is a good start!
It doesn't matter if it is a product or pure service you are selling, there is always a service element in delivering value to a customer, from first contact to after sales:
- How promptly, pleasantly, professionally do you answer calls or emails?
- Do you give full, easy to understand information to enquirers?
- Do you keep your promises on dates & times for meetings or deliveries?
- How do you ensure that customer needs are fully met?
- What after sales care or follow-up do you do?
- How good are you at keeping in contact?
All the advertising and tweeting in the world will not save you from mediocre results if you can't deliver against your promises - that means delivering value. As Warren Buffet is fond of saying, "Price is what you pay. Value is what you get." The value you deliver justifies the price you charge.
The trick is never to be complacent - keep reviewing and comparing what you do against the competition. And don't forget to ask your customers what they really think about your service and really listen to their answers to help you discover new ways to delight. If you already believe that your service sets you apart make sure you can explain how and that you have the evidence to back up your beliefs - testimonials are a great way to do this, and the bonus is you get to use them in your promotions too.
So, the questions still hangs, are you really as good as you think you are?
