The Four Pillars of Personal Service

By Frank Henry

As the sales process grows increasingly automated, companies devote more and more of their budgets to electronic order and delivery systems. At the same time, many of the classic aspects of sales and marketing — branding, positioning and messaging — focus on convenience, speed and of course, price. Technology has increased productivity and capacity levels to a point where customers can’t single out the differences between you and your competitor. That’s a problem. Service providers have become commodities with interchangeable identities focused solely on price and speed. In other words, the element that has been lost is the concept of personalized customer service.

Research continues to confirm the saying that “People are our most important asset.” As companies seek to differentiate themselves, those that rise to the top look to their sales staff to increase customer commitment. As technology levels the playing field, the point of difference between you and your competition might just be your sales force — your people. As companies focus on customer engagement — or personal service — salespeople who can engage their clients become even more important. Do your salespeople have what it takes to deliver personal service to your clients?

Here are four pillars of superior salespeople:

Confidence — The best salespeople believe that the brands or companies they represent are trustworthy and keep their promises. Great salespeople are your strongest advocates. As they win your customers’ loyalty and trust, they develop a foundation that can overcome some of your strongest challenges — such as price increases or product changes — that may cause inconveniences.

Integrity — Great salespeople do not take commitments lightly. When they come up against a problem and have to make a tough, on-the-spot executive decision in the client’s favor, your company can benefit handsomely. Clients believe they are in good hands with their salespeople, and your company looks like it is watching out for its clients’ best interests. Salespeople — and the companies they represent — who perform well during crises earn the long-lasting devotion of their clients.

Pride — When your salespeople take pride in your company, it will show in total sales and client retention. Maintaining the feeling of pride improves your chances of keeping your clients and generating repeat business. Here’s another benefit: Pride is contagious. Your clients just might recommend your company to their colleagues and associates, which in turn can generate additional sales.

Passion — Salespeople who demonstrate a passion not only for your company, but also for the success off their clients’ companies generate long-term dividends. Salespeople who show their clients new ways of doing business, new opportunities or innovations become irreplaceable to their clients. And so does your company.

The next time your company looks at ways to improve its sales and marketing efforts, expand the focus beyond technologies that enhance the speed and efficiency of orders and deliveries. Take time to evaluate and invest in your salespeople. After all, the best service providers are those who truly understand the meaning of the word “service.” They know that people who are confident, trustworthy, proud of the companies they represent and passionate about their clients’ success provide the best possible service to their clients. They know that the true measure of a company is not just the speed at which it processes orders and deliveries, but how it demonstrates the value it places on its clients. All of which is a matter of personal service.

Frank Henry has more than 25 years’ experience in national and international sales. He has worked in Asia, the Middle East and Europe. At LeapFrog Solutions, he handles client services, sales and marketing needs of existing clients.

 Email to a friend and share the knowledge! – click here

Follow us on: