It’s Time to “Love the One you’re with”



Most of the articles and blog posts that I have read recently discuss, in some detail, the need for sellers to raise their game. They identify what this new salesperson will need to aspire to, if they are to survive, let alone succeed in the “new brave world”

However, the stark reality is that increasing the quality and professionalism of our sales functions – and even our marketing functions – will not be sufficient to guarantee success. Organizations that ignore their existing customers, whilst pursuing exciting new opportunities, are doomed to failure – fact!

Now, more than ever, it is time to “love the ones you are with” to quote my colleague Colleen Francis. But how?

Customer care programs come under a number of titles – customer services; customer satisfaction; customer focus; customer orientation etc. etc.

Their common theme is meeting the customer’s requirements and ensuring that all aspects of the business contribute to customer satisfaction. The intention is to build repeat business. If customers are satisfied with the product and the standards of service they receive, they will return again and again.

Inconsistent Customer Care

Inconsistent customer care performance can have a negative effect on customer perceptions. Petrol companies, for example, know that every time a customer walks into one of their outlets, wherever they are in the country, they should expect to receive the same standards of service. Nation-wide consistency is essential when customers are likely to visit multiple outlets – one poor performance can threaten the customer’s perception of the entire operation.

What Is Customer Care?

Customer care is about addressing three sets of requirements:

  • Customer
  • Staff
  • Organization

These requirements are interrelated – i.e. it is more difficult to deliver consistently high standards in customer care, if the needs of both the organisation and the staff are not taken into account.

Customer Requirements

  • Excellent personal service – feels valued, listened to, treated as an individual
  • Products that meet expectations
  • Encouragement to express views and give feedback
  • Effective relationship with the organisation
  • Problems and complaints are handled effectively

Staff Requirements:

Effective management style:

  • Suitable working environment – pay and conditions / tools for the job
  • Relevant training to develop skills
  • Career potential
  • Clarity of role / job description
  • Performance standards and appraisal systems
  • Sense of involvement / value
  • Open communication
  • Teamwork
  • Rewards / Recognition

Organizational Requirements

  • Mission statement
  • Corporate structure
  • Feedback and communication systems
  • Profit
  • Human and technical resources
  • Demonstrated commitment

Only when we get all three elements right, can we consider that our organization is capable of delivering consistently high levels of customer service, and thus provide ourselves with a better chance of survival!


News: Message just in from Craig Elias, creator of Trigger Event Selling …..

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  • Do you want your sales reps to increase their win rate?
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If you answer yes to any, or all, of the questions above then this webinar is for you and your team.

Register even if you can’t make the live event – The event will be recorded and registrants will receive the handout, access to the recording and can request my actual PowerPoint slides from the webinar.

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  1. says

    Will there be a follow up article suggesting how organisations can tackle this kind of list ? It’ll be easy to get “stuck in the weeds” – and see the effort splintering into so many initiatives that the response to the challenge itself becomes inconsistent and of low quality.

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