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Do we service what we sell?

by mikemack on June 1, 2015

This is a very simple concept but many businesses struggle to consistently achieve it.

At X5 Management, we work with many customers who truly demonstrate how they value their customer and strive to create a “remarkable service” experience for their customers. What does “truly valuing service” really look like?

I was speaking with a business connection of mine and he commented that he purchased a very high-end vehicle. (I will keep the Brand of the vehicle out of this post)

His vehicle required warranty work. After the dealership did testing on the vehicle they determined that nothing was wrong. (The vehicle didn’t have the same problem that the client experienced a week or two before) While the vehicle was under full warranty, the dealership proceeded to charge him for their time. While the bill was only $400, the impact on their decision to do this with a $65,000 + vehicle could have significant impact on the customer’s next vehicle purchase.

In my observations, this happens way too often. The team members within a respective business lose connection with one another. While the Sales Rep. knows the client very well, no other member of the Service Dept. or any dealership department has any form of connection with the customer. This is often why we tend to call our Sales Rep. because “we had connection with them.”

The Sales Representative holds the customers hand every step of the way and promises that he will take care of everything if the customer ever has any problem, but “after sales” service can be a totally different story.

In your business, be mindful of what message you are conveying to your service team. (Everyone in your business must be “the service team”) Do you want this customer for the next 5 years, 10 years, or a lifetime? Simple actions to get all of your team thinking this way can make a big difference in the long run.

As I have learned and appreciated over my business career, when someone (a business) makes a promise and you have to honour the promise, acting on the promise needs to hurt. While I am not suggesting that you always waive fees or never charge a customer, sometimes the perception of what decisions you make, regardless of the size of the bill can have a significant long term impact with your customer and their relationship with your business.

When you Service what you Sell you are allowed to potentially sell again and again to the customer. Failing to service what you sell may prevent you from ever having an opportunity to sell to that same customer in the future. Is it worth it to your business?

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