Rethinking Customer Service

Roger Staubach once said “There are no traffic jams along the extra mile.” As we all face a dynamically changing economy, I think it is a great time to stop and take another look at customer service. I am reminded of the popular quote “If we don’t take care of our customers, someone else will.” While this might still be true today, I would like to propose a very different concept. With the consumer confidence index hovering at all time lows, I think there is a key aspect of the buying process that traditional customer service models ignore. With the consumer confidence index in the 50’s, it is no longer feasible to view the consumer buying process as “my competitors or me”. The new consumer is initially struggling more between buying vs. not buying, and not the comparison process. Therefore we must focus on a truly excellent consumer experience and throw out anything less than comprehensive programs that address our customer’s needs and earn referrals. Even though satisfying your customers is always important, there is no time more important than the current economic and competitive landscape we are in. A happy customer can be your brand advocate and the most cost effecting advertising your product will ever have. The alternative was best described by Jeff Bezos, “If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” In summary, we must always respect our customers for choosing us, but we must give them more respect for choosing to do something rather than nothing.

Who is Your Expert??

I’ll never forget speaking with a well respected trainer about how easy it is to brand yourself as an expert in any field. After my discussion with him I returned home and turned on the Food Channel. The subject of the day was the Frosty from Wendy’s. Next thing you know, up popped a face on my screen with the words “Frosty Expert” under his name. While I might not have been the best student in college, I don’t remember seeing Frosty 101 as a course offering. When we look at the world of Real Estate, we find ourselves being influenced by many so called experts. Whether homes sales or any other industry, we must watch carefully who were are listening to for advice. I can think of so many examples of seminars in which the presenter has not sat across from a buyer in years and they are preaching the same thing as if the buyers or the process has not changed in the last 20 years. While some of the basics like good follow up, hand written thank you notes, and the general sales process are still valid, some of them have no clue about the psychographic differences between the buyer of today and the one 20 years ago. Many of them are more master presenters rather than trainers. In addition, there are so many “arm chair” trainers out there that begin sentences with “what sales counselors/Realtors need is…..” when they have never played the role themselves. As a sharp contrast, I look at people like Mike Lyon (www.doyouconvert.com) who has half the years of experience as some more nationally known trainers but the fact that he specializes in one area of the sales process and is continuously in front of today’s buyers, his credibility and relevant content makes him a top trainer in the industry. So the question becomes where do we go for advice and whose message do we incorporate into our sales process.
The answer is not as easy as it sounds because the truth is, there is no single trainer you should ever emulate rather your sales process should be a good mix of advice, tactics, and processes from a multitude of sources. A person does not need a website, a blog, or nationally known name to give you ideas on how to better your sales skills. A few years ago I was in a 3 day sales training class and when the topic of selling small lots came up, a student that had not uttered a word in the previous 2 days, said “what I do is have them look at the lot diagonally so it expands the depth”. At the time I was sales manager of a community with small lots, so guess what was my first piece of advice at the next sales meeting? The truth is other people in our industry as well as the “experts” can influence us and help improve our skills. The real task is to soak in every piece of advice and training we can and incorporate them into to our sales style. There is no one “golden trainer” except you. It is up to you to try new concepts and methods but still be yourself.

Internet Listing Services

Mike Lyon did a great poll on which Internet Listing Services produced the best results. The link to it is below. And for those of you that haven't ordered his book at www.Doyouconvert.com, you need to now, it is awesome!!
Link to the poll: http://answers.polldaddy.com/poll/1667408/

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