Sales and Sales Management Blog

August 27, 2012

Guest Article: “Avoid Losing Sales: Why You Should Make Customer Service a Priority,” by Megan Totka

Filed under: Customer Service — Paul McCord @ 11:30 am
Tags: ,

Avoid Losing Sales: Why You Should Make Customer Service a Priority
by Megan Totka

 

Making a sale is only the beginning of the business-customer relationship. The end goal of any sales organization worth its weight is to bring in repeat business. This means fostering a presumed long-term relationship from the first call or meeting.

The reactions that actual customers have to what your business offers reflect more powerfully than any advertising campaigns. In an online world, this can be a dangerous thing. Just one bad review can negatively affect a business in ways that are basically immeasurable. So how do selling organizations prevent one (or two, or three) bad apple(s) from tainting the opinion of potential consumers? The best way is through a proactive approach to your online business identity. Here are a few ways to do it:

  • ·         Emphasize customer service. Do not assume that every person you hire knows how to handle difficult clients with tact and grace. It costs next to nothing to implement brief customer service training for all new employees that stresses the vitality of this dying art. Even a consumer that is furious about a faulty product can be calmed with a soothing voice or online persona. Head off bad reviews by anticipating the needs of employees at the outset.
  • ·         Be accessible. Show clients that you care about interaction by providing online and phone options. Some people would rather fill out a form online than pick up a phone. Others want a human connection immediately. Provide both options. Following a sale, generate an email with contact information and a transaction number. Make it really easy for dissatisfied customers to get hold of you and not become more frustrated in the process.
  • ·         Search your business on Google. Make a regular habit of “Googling” your company and look on the other search engines too. You will likely find your official website – but what else comes up? Check the first few pages of results. Research tells us that the majority of online users do not go past the first page of a search, and even less look past the second or third pages. Do the same thing a potential customer will do. If you find a bad review, continue to the next step.
  • ·         Take the reins. Buy more domains and flush out the bad links with your own positive ones. This is not an easy task to undertake, but a strategy that does work. Create blog accounts outside of your official page, maximize social media profiles and come up with secondary site ideas. With the right SEO guidance, your positive information will eventually trump the negative.
  • ·         Ask for input. This is a really easy, really inexpensive way to stay on top of customer needs. Do not wait for a decrease in business, or for a bad review to pop up. Find out in what ways you can better accommodate your existing client base and then get to work making it happen.

Customers that are scared away from your company after self-research are ones that you will never have a chance to win over. What’s more – you will never even know they were interested. Avoid losing sales by implementing intuitive practices. A few easy measures will ensure client loyalty while protecting your online reputation.

Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide. Megan also specializes in writing articles about common-sense business best practices, from finding office furniture to hiring the right accounting firm.

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1 Comment »

  1. Great Article

    Comment by salesgayan — September 14, 2012 @ 6:26 am | Reply


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