Do you have an expectation (formal or informal) for your technicians to promote your services to your customers? If so, why not tell your customers?

I spoke at a conference recently in Europe where we discussed the engagement of field service teams in business development. The attendees were senior level service executives from many well recognized global companies. I asked how many of their companies had a formal expectation and program to engage their technicians in promoting their products and services. Most indicated that they had. I then asked how many have informed their customers about their technicians’ actions. No one raised a hand.

I wasn’t surprised by the result because many companies that encourage their technicians to promote their products and services to their customers tend to view the activities of the technicians as “selling”. As I have pointed out in an earlier blog, when we take this view, then we tend to see the proactive promotion of services as an opportunity to win more business for our companies. Our perspective may become, “How can I get more business from my existing customers?” When we think of our techs’ actions in that way it becomes difficult to promote their activities as a benefit for the customer. Imagine saying to a customer, “I want you to know that we have taught our technicians to sell so that they are more comfortable and willing to try to sell you more of the services that we provide”; not a compelling selling proposition.

If however, we see the technician’s actions as a service, our whole perspective changes. Not only does this new perspective open the way for positive discussions with our customers about our technicians’ actions in promoting our services to them, but it provides a foundation for differentiating our business from our competitors. (It also makes it easier for our technicians to enthusiastically embrace their proactive role).

So what do I mean by business promotion as a service? Our technicians are in a unique position. They understand the technologies they work with and generally are very up to date. They understand our company’s capabilities and how that technology can be applied for best results. They have a relationship with the customer that is generally based on high levels of trust. They can see how the customer is using the technology and likely have some insight into the goals and challenges the customer is facing. From that unique position, who better than our technicians to make recommendations for products and services that can help the customer be better off?

And that is the point. When the technician uses their unique position to recognize opportunities that the customer can capitalize on that will help them achieve their goals, and then takes the time to present their recommendation to the customer, they are providing a valuable service. It’s not selling at all. From this “service” perspective, our view changes to, “How can we capitalize on our technicians’ unique position with the customer to help the customer recognize the other things they can do that will help them to be measurably better off?”

If we approach business development in this way, we can clearly see the benefits for the customer and it becomes easier to differentiate ourselves through the proactive business development of our techs. That is why it is so important to tell our customers about what our techs are doing so that they understand the value in their actions. This perspective might lead to a conversation like this: “Mrs. Smith, I want you to know that we are encouraging our technicians to actively look for opportunities that they can help you with to improve your operations. Because they understand the technology and have a unique insight into your operations and your challenges and goals, they are in an ideal position to recognize where opportunities may exist. If our technician finds something that they feel would be of help to your business in some way, would you have any objection if they brought their ideas to your attention?”

Customers want their service companies to do more than maintain their equipment. They want ideas and suggestions that will help them be more competitive in their own markets. When we can demonstrate – through our sincere desire to help – that our technicians are providing a valuable service, we will be rewarded with more business, loyalty and referrals.

What has been your experience? Have you discussed your technicians’ proactive approach with your customers? Do they see their actions as a positive for their own business? Please let me know your thoughts. I would love to hear from you.

You can connect with me via telephone or email or leave a comment right here on the site. And as always, please feel free to leave a link back to your own blog if you have one via the commentluv feature here on the site. If you are reading this blog post via email, you will need to locate this post on my website by clicking here. Scroll down to the bottom of the page where you will find the comment section.

Jim Baston

“Excellent firms don’t believe in excellence – only in constant improvement and constant change.”

– Tom Peters

The post Do Your Techs Promote your Services? Why not Tell your Customers? appeared first on jimbaston.com.

My car is getting a bit long in the tooth.  It’s a 2008 and, with over 230,000 kilometers on the clock, it really is time to trade it in.  So it was a happy coincidence that I got a call from the salesperson at the dealership where I purchased this car to tell me about a great deal on the same model I currently own.  I knew that 2013 was the last model year this particular vehicle was made and I was delighted that there were still four available.  I took the car for a test drive while the dealership inspected my car.  When we returned, the salesperson offered me an opening price for the trade-in.  The price was very low and I explained that I just could not see my way to make a deal.  I thanked him for thinking of me and we shook hands.

I got a call on my cell about two minutes later from the salesperson.  “Good news!” he said.  It turns out that they could increase the offer by over 27%!  Over the next few days we negotiated a deal that would be “acceptable to the sales manager”.   We finally agreed on a number – about 43% more than the original offer for my trade-in.  The sales manager accepted it.  We had a deal – or so I thought.

In fact there was really no deal and that was where the problem lies.  “All you need to do now is come in and sign the papers and give us a deposit and the car is yours”, the salesperson said and I arranged to come up that morning.  “Everything will be ready.  We won’t keep you long.”  In fact, everything was not ready.  There was more to it than just signing the papers.  Before making good on their part of the agreement, the sales manager insisted on taking “one last look at my car”.  So the deal, unbeknownst to me, was conditional on a second inspection of my vehicle.

I am sure you can guess what happened next.  The sales manager inspected my car, returned to his office, and had a quick word with the salesperson, who, was sent out to tell me that they could not honour the offer that they had agreed to just 30 minutes before.  I wasn’t very happy and a little upset that I was not told that our agreement was conditional.  I felt that my time was wasted and I expressed my disappointment to the salesperson and that I thought they had acted very unprofessionally.  It occurred to me that this is the type of activity that gives car salespeople such a bad name.

In their zeal to make the sale, they lost sight of the customer – a customer who has been with this dealership since 2008.  They could (and should) have been honest with me during the negotiation. Had they been up front with me that the deal we negotiated was conditional on a second inspection, or had they made it clear that their original offer was the best that they would be able to do instead of putting me through a “mock” negotiation that they wouldn’t honour, then I would have little cause for complaint.  In either case, I may not have ultimately purchased this car, but they would have kept a customer.  Sadly, they have lost both.

This incident brought to focus the difference between losing a sale and losing a customer.  Sometimes we get so focused on the prize, that we will rationalize any means to get there.  Questionable tactics may win the sale on occasion, but the risks are high.  If caught we will not only lose the sale, but also the customer.  And that lost customer is bound to tell others about the experience.

Professional business people realize that it is better to be up-front with the customer even if it means that they are unable to come to an agreement.  When approached this way, the business person may not win the immediate sale, but their integrity will likely win their respect and retain the customer and the opportunity to serve them in the future.

I’d love your feedback on this. And as always, please feel free to leave a link back to your own blog if you have one via the commentluv feature here on the site. If you are reading this blog post via email, you will need to locate this post on my website by clicking here. Scroll down to the bottom of the page where you will find the comment section.

Jim

“The secret of life is honesty and fair dealing. If you can fake that, you’ve got it made.”

– Groucho Marx

The post The Difference Between Losing a Sale and Losing a Customer appeared first on jimbaston.com.

It is important to keep in mind that, as managers, we are not measured so much by what we do, but by what our employees do.  That means that we should be trying to spend as much of our time as possible in helping our employees do their jobs better.  However, the reality is that we are in a fast-paced, real-time business that often forces us to put coaching and development activities aside to address more urgent matters.  When we allow this to happen too often, we find we spend little or no time providing the critical support that will truly help our employees excel.  And that can be costly in terms of our team’s effectiveness and therefore our overall performance.  Some research has demonstrated that with new skills adoption, as much as 75% of an initiative’s success will be dependent upon the actions of management to support and coach their employees.  A large association of training and development professionals found that training, followed by coaching, showed a four-fold improvement in skills adoption.

Coaching isn’t the only factor that will determine how well our team adopts and contributes to a Proactive Service culture.  We must ensure that we also “walk the walk”.  Leading by example makes it clear that we are serious and that this is not just another management fad.  It also provides a reference for the team in understanding exactly what is expected of them.

Coaching and leading by example to support new behaviors plays a critical role in new skills adoption.  For some, taking a more proactive approach to discussing opportunities that will help the customer run their facilities more effectively is a challenging task.  It takes time and practice to become comfortable.  Without coaching and reinforcement, most of our technicians will simply revert back to their old ways and our efforts will be lost.  It is helpful to think of coaching as a form of maintenance.  We would never expect a piece of equipment to run very long or very well without maintenance so why would we expect our service team to perform well and consistently at new skills without coaching?

I have written an article that summarizes the key steps I have written about in the last several blogs for instilling a Proactive Service® culture in your service team.  I thought it could be a handy reference.  If you are interested, you can download a complimentary copy by clicking here.

I’d love your feedback! And as always, please feel free to leave a link back to your own blog if you have one via the commentluv feature here on the site. If you are reading this blog post via email, you will need to locate this post on my website by clicking here. Scroll down to the bottom of the page where you will find the comment section.

Jim

“You must be the change you wish to see in the world”

– Mahatma Gandhi

The post Step 6 of a Proactive Service® Culture – Coach and Support appeared first on jimbaston.com.

Technicians who seem naturally gifted at selling their company’s products or services do not see their efforts as selling at all – they recognize their recommendations as the valuable service that they are.  To them it is a service activity.

Many service managers, however, treat business development efforts as a selling activity and this subtly undermines their efforts in three ways.

1. It puts the focus on what more the service company can “get” out of their customers.  We may look at the opportunity in terms of “… let’s leverage our customer relationships to win more business.”  There is nothing inherently wrong with this and of course, it is the objective of every business development activity.  However, this is a short term, tactical approach, which can obscure the much larger opportunities to build a differentiated service offering.
2. It positions the technician as a salesperson.  I don’t know about you, but I have not met many service technicians who appreciate being called a salesperson.  In fact, most are insulted by the title.  To be successful we need our technicians engaged and enthusiastic and this is pretty hard to do when the technician doesn’t see it as his or her job and is insulted by the expectation.
3. It adversely impacts the relationship with the customer.  If the technicians do take the “selling” role to heart, we risk alienating our customers.  The harder the technician tries to sell to the customer, the less effective they will be in building new business.  The reason is that, the moment the service tech starts to “sell”, he/she transcends that bond of trust that has been forged with the customer.  Regardless of how genuine the service technician is, the very reason the customer trusted the tech in the first place – the fact that they aren’t out to sell them anything – is suddenly no longer the basis of the relationship.

The preferred approach is to treat business development as a service.  Like the technicians on our team who seem to create an endless stream of opportunities, we need to get all of our technicians to recognize that identifying ways for the customer to run their facilities more effectively is a critical and valued service and not a sale.  There is a subtle difference here, but an important one.  When the technician understands that using their heads as well as their hands to help the customer is a service, they will approach the role with more enthusiasm and focus.  And customers, when they see that the technician is providing valuable suggestions aimed at helping them operate more effectively, will recognize and welcome this as the valuable service it is.  Certainly some technicians will be uncomfortable in engaging the customer in conversation so may have some difficulty in executing the plan as effectively as we might like, but that can be overcome by skills development like our Proactive Service® workshops, mentoring and support systems.

Maintain focus on this approach to business development by using every opportunity to repeat the mantra to the techs that identifying opportunities and bringing them to the attention of the customer is a valuable service.  Let them know that if they don’t think it is “right” for the customer, then they should not have the conversation.  Make it clear that you are not interested in sales for sales sake but simply want to ensure that each customer receives the benefit of having someone of their caliber in their facility.  Take this approach and the sales will take care of themselves.

I’d love your feedback! And as always, please feel free to leave a link back to your own blog if you have one via the commentluv feature here on the site. If you are reading this blog post via email, you will need to locate this post on my website by clicking here. Scroll down to the bottom of the page where you will find the comment section.

Jim

“Service to others is the rent you pay for your room here on earth.”

– Muhammad Ali

The post 1st Step in Creating Proactive Service® – Focus on Service, Not Selling appeared first on jimbaston.com.

Recall that the name RATER is an acronym with each letter representing the first letter of one of the five key dimensions of service quality.  They are:

R eliability: Our ability to provide what is promised, dependably and accurately

A ssurance: Our knowledge and courtesy, and our ability to convey trust and confidence

T angibles:  Our physical facilities and equipment, and our appearance

E mpathy: The degree of caring and individual attention we provide to customers

R esponsiveness: Our willingness to help customers and provide prompt service

Empathy, in the RATER model, is defined as the degree of caring and individual attention that we provide our customers.  I assume that, if you are reading this, you truly care about your customers and about their needs and goals.  However, despite our good intentions, our customers may not feel that we do.  We may feel one way, but be doing things that suggest something else.

Empathy is another case where perception truly is reality.  Our customers will pick up clues about how much we care by the simple interactions that take place between them and our company.  Every interaction needs to consistently reinforce our empathy for the customer.

As you ponder this dimension of the RATER model, here are some questions to consider:

• How does your staff answer the phone?
  • Do they sound like they are happy to receive the call or do they sound more like they have just been interrupted?
  • Do they put people on hold and forget them?
  • Do they pass customers off to others without ensuring that the call has gone through?
  • How well does your field staff consider the needs of the customer?  For example:
    • Do they park in the “visitors” spaces without first establishing that this is acceptable?
    • Are they polite to everyone?
    • Do they respect the customer’s property?
    • Do they:
      • Clean up after themselves?
      • Cover desks and office equipment with plastic if they are disturbing the ceiling tiles?
      • Check in and check out?
      • Ask if there is anything else that needs doing?
      • Etc.
• Do they explain the work that has been done?
• Do they treat the customer’s property with evident respect?
• Do they take the time to understand the customer’s needs and goals so that they can make recommendations to help them achieve them?
• How does your staff deal with questions or issues that are outside of their responsibility?
  • Do they say it is “not my job”?
  • Do they try to find a solution and “stay” with the customer until they do?

Various studies have indicated that the reason most customers give for leaving a business and going their competitor is because they experienced indifferent customer service – in excess of 65% of the time.  I find it hard to believe that most companies truly don’t care about their customers, but I do believe it is true that most companies don’t communicate that they do by their actions.

How about you? How is your company doing with respect to empathy for your client base?  I’d love your feedback! And as always, please feel free to leave a link back to your own blog if you have one via the commentluv feature here on the site. If you are reading this blog post via email, you will need to locate this post on my website by clicking here. Scroll down to the bottom of the page where you will find the comment section.

Next time, we will wrap up by considering the second R of RATER – Responsiveness.

Jim

“You will get all you want in life, if you help enough other people get what they want.”

– Zig Ziglar

The post Transform the Service Experience through Empathy appeared first on jimbaston.com.