While watching the Super Bowl as I was recovering from some surgery, I saw an ad – actually a couple of ads which made me laugh – then I realized what a sad truth it was. Do you remember the ad where the guy pulls into a “Service Station” and to his amazement and surprise people came out to “service” his car. They were checking under the hood, cleaning his windshield AND the side windows while another person checked the air pressure in the tires.
Now I may be showing my age, but I remember those days! Service was something you found at service stations. In fact, get ready now – the service station actually had mechanics who could fix things relative to your car!
Getting back to the main character who was driving the car, he was so surprised by these service team, he did not know how to response. In fact, he took the position of this must be bad and they are going to hijack my car or some other act.
This is how most customers react today – since good or great customer service is so rare and hard to find coming from our companies today.
Do you sense an opportunity? You can separate you and your company from the thundering herd of “no service is our motto” companies – unless you want to pay for this “extra” benefit.
Today, our streets are filled with “Gas Stations” who all sell gas as a commodity item to the public. If you want a clean windshield – clean it yourself (have you noticed good windshield cleaning tools and towels are missing in action at many of the gas stations today?). When was the last time anyone checked the oil level in your engine? This was a regular route to “sell you a can of oil.” Can’t find a mechanic or someone to fix a flat at a gas station today. Why? Because there are no mechanics on duty.
What do you find at the Gas Stations today? Food and Drinks! What’s getting filled up the car or the riders in the car? The truth is the Gas Station owners have decided that servicing your auto is not as important as selling high margin food and drinks. They are actually up selling you with convenience store actions.
So where am I going with this regarding b2b sales people?
Your customers and prospects really don’t have any expectation of good or great customer service. Therefore, when they get it they are surprised, yet excited to finally get the personal attention they so strongly desire.
Great follow-up creates a huge win for both the customer and you. You have separated yourself from the thundering herd of commodity and traditional sales people. You can make a difference using simple common sense and courtesy. This is not rocket science yet the results are amazing.
Create a list of things you can do to add a new or higher level of customer service for your customers. Think through the sales process and look for areas where you could add more attention to detail and communication with a prospect or customer. Also, ask your current customers what they would like to see more of from you or your company. The answers are usually simple to execute and you will join the ranks of the B2B Sales Superstars.
Finally, ask yourself this question…
Am I a b2b Service Station or a b2b Gas Station?