Today, many startup companies utilize only one method of selling directly
to their customers - and it is no longer a "Brick and Mortar"
storefront. Instead it is via the Internet. In this fast paced global
environment competition for every customer's dollar has become fierce.
This requires companies to evolve and meet changing client needs while
maintaining high quality products and customer service.
To achieve success, companies are looking to new technologies and techniques
in key fundamentals.
One of these fundamental areas is a solid foundation in the art of
sales and customer care.
Tip : People First and Foremost
Individual customers as well as customer care providers can be easily
overlooked in the big scheme of an online company. Lack of appreciation
for the value of superior customer service may lead to a ceiling on
your companies potential or possibly, even demise. The vast majority
of customers visit internet stores without interacting with any member
of the sales or customer care teams. This can be a successful model
for a few very select products and services. However, for the majority,
people must be first and foremost.
Customer Service not Customer Salvation
Many companies have lowered customer service standards by outsourcing this very important function to the lowest bidder or passed-off this essential task to under-trained employees. Frequently, customers expect the person answering the phone to not have the ability, training or authority to truly assist. This
can result in lower consumer confidence and reduced sales. In addition,
your customer service team may be reduced to a customer salvation
team where a large amount of their time is spent correcting errors and re-aligning mismatched expectations.
While after sales support is indeed an important component, activities with potential customers and assistance with current sales is also extremely important.
To ensure your customer care people spend their time adding value
and sales, train them to become experts. Make sure your team has
the training and knowledge needed to be a partner in the sale, rather
than just being an order taker. Customer satisfaction as well as
your employees' satisfaction will increase â?" both important
keys to success.
There's no School Like the Old School
Do you know your customer? Do you recognize any names from yesterday's
order list? Why did your customer come to you? What does your customer
need?
Your customers should not be treated like a number and dollar figure.
Each customer has made an individual decision to entrust you with their money and time. Take the time to determine your customer's needs and wants. Take a page from the old school and turn one sale into a relationship.
Your Leadership and Character
Another important component is you, the business owner. Your character will be the map which guides the ship that is your company.
You are captain, your officers and crew will follow your lead.
If you have time for character assassination or mud slinging against
competition, then you are doing your customers, your employees and your company a grave disservice. For example, you
may want to spend a bit more time concentrating on improving your
business and more importantly providing your customers with better
service. A merchant's metaphorical "ship" that focuses
on delivery of goods will out perform others that fight unnecessary and costly battles. Your customers are smart and will
choose to spend their hard earned dollars wisely.
Tip : Know Your Product
Next, let's take a look at what you are selling.
What are You Selling?
Do you use your product? For example, would you buy a car from someone
who doesn't drive? Yes, they may know all the technical specifics
such as horsepower, torque, gas mileage and turn radius. But have
does this person know if the car will truly meet your needs - on
paper, maybe, but in real-life where yor hard earned money is being
spent, maybe not.
Can they tell you how the car feels when driving in conditions you experience most? How will the car perform now and in the future?
What can you expect in one, two, five and more years?
Very simply, you, and your buying and customer service teams must
know your product - not just trained as to what is on paper but
actually use the products too.
Real and Honest Marketing Messages
Be honest about your product. Giving a product a misleading
name can damage your reputation, your sales and can be potentially
illegal. Online customers are smart and have access to unprecedented
amounts of good information. Smart, savvy customers will support
you and allow your product to stand on its own merits.
Tip : Location, Location, Location
Next, as more businesses no longer choose traditional "Brick
and Mortar" storefronts, companies need to also consider the
best places for offices and resources
Your Customers
Part of making people your first priority is to understand your customers. Look to place your offices where your customers are located to help understand their specific needs and wants. For example, the tastes and needs of customers in New York can differ from those in California. Seek to hire and place resources to best
understand individual markets as well as customers.
Your Product
Next, seek to understand the culture of your product. For some this means visiting that region of the world regularly. For others,
this means placing actual and permanent resources on site. Visiting
the region often, even with language capabilities, can earn you some
knowledge, but this may be that of a frequent tourist rather than
that of a local. Instead, seek to place offices and resources on a
permanent basis on site. This will allow you to meet the needs of
your customer better than a retailer selling a warehouse of stored
goods. It will also allow you to anticipate and meet the changes in
the marketplace as they arise. Understanding your products' origins
as well as the people and culture will ultimately help you and your
entire company better serve your customers.
The development of superior customer service requires commitment and
planning. Companies must respect the value provided by a effective and
efficient customer care team. Understanding your customer, their needs
and your product are paramount. Be aware of the leadership within your
company and have the necessary resources location in the appropriate location.
Careful execution of these plans will result in the opportunity to differentiate your Internet store from the rest.
Norma Jones is a GIA certified Pearls expert and the Vice President
of Sales and Marketing at http://www.PearlsOnly.com.
PearlsOnly is an internet based eCommerce business that provides high
quality pearl jewelry direct to consumers. Our goal is complete customer
satisfaction with the best selection of the finest pearls anywhere. We
leverage our multinational presences to offer our clients high quality
pearls, with above-and-beyond customer service at incredible prices. Visit us online at http://www.PearlsOnly.com
or call us at 1(888)834-4148.
