Business monitor March:Layout 1 16/02/2010 14:26 Page 22
BUSINESS MONITOR
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share with clients. “Here comes the guy who helps However, in the UK it tends to be underused. A
us make money” must surely be the ultimate hand-written note saying ‘thank you for your time
customer and shows that you think your product is compliment for a salesman and, again, it’s about and your order’ is something people do value. The
important. customer service. Most people are thoroughly same would apply to ‘we didn’t do business this
What happens when things go wrong? You would decent; if you show them an idea that has worked time but I hope we will soon; let’s meet for a
like to think that this is an aspect of your business well for another client and which they like, they’ll beer/coffee’. If a supplier or a member of staff
that stays hidden from 99.9% of customers, but it is automatically give you the order. The berks who go goes the extra yard for you, that’s worth a
a key element in good service. If your product or to the cheapest source will end up – very quickly – handwritten thank you as well. Male readers
service fails to live up to customer expectations you not getting any ideas from you, or anybody else. should recognise that women do this sort of thing
want the earliest possible knowledge of it and you Take a positive approach. “I can be with you as a matter of course in their social lives and
have to do everything in your power to put it right. tomorrow afternoon” is so much more customer therefore are especially responsive to it in a
Interestingly, the result of that effort will typically be friendly than “I can’t get there today, I’m afraid”. business setting.
a long-term customer, because he knows that even Even if the customer said “I need to see you as Stay in touch. As I’ve said here recently the
when things go wrong, you’ll put them right. soon as possible”, it’s entirely likely that their explosion of communication routes means that we
Here’s a personal story. I bought a pair of shoes at definition of that started tomorrow midday. As can and should communicate more often than in
River Island. After a month, they split. I took them soon as you include a negative, the customer is the past. The tricky bit is how often. Personally, if
back and they were replaced from a store 200 miles likely to think “this is obviously poor service in this someone has something pertinent and different to
away. A month later the new ones split. They had a industry” even if they had no idea what ‘fast’ was tell me, I’ll listen or read their e-mail but if they
new range on sale by now and I didn’t like any of before calling. In the same way, “we can deliver are just regurgitating old news, forget it. In the
them. So they gave me my money back, product x tomorrow” is better than “we can’t printwear industry, there are a lot of product and
unprompted. My attitude to River Island ought to deliver product y until Monday”. It is quite likely usage success stories to tell. Especially if they
be “their product’s rubbish”, but it’s not. Instead, that product x will be fine. feature an unusual use these are valid ideas to
I’m impressed by their customer service and I would Are you accessible? Once a customer has pass on. Anything which says, “client x picked up
buy from them again. established contact, indeed a commercial new business this way” has to be something
Do you know about your customers’ successes? relationship, with a business they want to talk to relevant to tell everyone. Early in a business
Local newspapers are commonly not very good at the same person, every single time. But as a relationship it is appropriate to establish how
picking up on major contracts and awards won by salesman you are out visiting other clients. Oddly, often to call. I would also find out how many e-
companies in their area (goodness knows why – it the explosion in easy communication via mobile mails people get. For some it’s thousands each
must be a great sales opportunity). Trade magazines phones, internet and social media sites hasn’t week so good old snail mail might work better.
are far better at it. So, as far as practicably possible, solved the problem of clients feeling that their The overall principle is to tell people something
read your clients’ trade press and if you see such suppliers are inaccessible. Tell clients that you which could benefit them, so making your sales
announcements write and congratulate them. I bet switch your phone off when in meetings or that activity into a service.
you’ll be the only one. You could apply this generally you make a habit of responding to e-mails at 9am,
as a means of making contact with new sales leads. midday and 5.30pm. l Paul Clapham is a marketing consultant with
Anyone who’s just won an award should want to Say thank you. This comes from America where, in over 25 years’ experience covering a broad range
put it on their printwear. Yes, this is selling but it’s my view, it’s overused: “Thank you for your time of business sectors and a full spread of marketing
led by a customer service ethos. today even though you said you wouldn’t do disciplines. He works with small, medium and
The best customer service on the planet has to be business with me if I were the last garment large companies alike to increase their profitability
the ideas that you have picked up elsewhere and decorator living.” I exaggerate, but not by much. through marketing.
| 22 | March 2010 www.printwearandpromotion.co.uk
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