October '15

For the Business of Apparel Decorating

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12 || P R I N T W E A R O C T O B E R 2 0 1 5 SELLING SMART B Y J E F F R E Y G I T O M E R Jeffrey Gitomer is the author of The Sales Bible, Custom- er Satisfaction Is Worthless Customer Loyalty Is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Get - ting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM!. His website,, will lead you to more information about training and seminars, or email him personally at R eturn on investment (ROI) in business is predicated on the ability of the company to deliver as promised in prod- uct, profit, and its accompanying service. It's amazing to me that everyone measures ROI to the penny, yet no one measures ROS (return on service) at all. Most companies blow money away on customer satisfaction surveys. Instead, they could eliminate costs and better spend that cash training people to improve service and measure the only three things in business that matter: repeat business, profit margins, and referrals. The rest of the "satisfaction" process is an empty waste of time and money. The object of service is to be so amazing that one person tells another person, or one person posts to their Facebook account, or both. How's your service? The key to profitable repeat business and unsolicited referrals is to create genuine word-of-mouth and word-of-mouse about the company—the products and services, and especially the people. ROS FACTORS Return on service can take place in any part of the business. Here are the most prominent examples: • Provide positive attitude training for everyone in the company. • Provide specific and customized empowerment service training for everyone in the company. (What is each employee allowed to do and say to a customer?) • The receptionist or telephone operator is the customer's first point of contact and sets the tone for the entire transaction. • Ship an order error-free and backorder-free. Get them what they want fast and seamlessly. • The delivery and arrival of a customer shipment. Packaging de- termines image, and the condition of the contents upon arrival proves their worth to the shipper and the care of the shipping department. A huge part of reorders is consideration. • The accounting department people. Accounting can play a ma- jor role in customer loyalty. The way these individuals speak to an account, the frequency of error, accuracy of invoicing, and the common courtesy displayed when someone is late making a payment are all major factors. • The speed, accuracy, and outcome of handling a complaint. Complaints go way beyond one customer. They go all the way to social media. REMARKABLE OR MEMORABLE After considering where you can get returns, you must take it one step further and perform remarkable or memorable service in: • Following up and thanking customers for an order. • Following up and making certain that the service call went perfectly. • Making certain that everyone on the inside of the company is well-rewarded, and well-thanked for a job well done. ADDITIONAL RETURNS For those of you who still possess an ounce of skepticism about ROS after these truths, here are some additional "return" elements to con- sider: • Return on training. Especially for frontline people. • Return on morale. Internal happiness creates customer happi- ness. • Return on leadership. The leader sets the tone and the attitude. • Return on friendliness. All things being equal, people want to do business with their friends. • Return on getting the job done ahead of schedule. Real profit is created by exceptional team effort. • Return on wowing the customer. Priceless. Period. • Return on accuracy. Beyond a good feeling, all the way to respect and reorder. • Return on quality product. This is a given, but it creates more word-of-mouth than any other single forum. • Return on positive social media posts. Social media is the new satisfaction survey or report. • Return on value messages offered to customers on a consistent basis. Weekly value-based messages to customers create life-long desires to stay connected. • Return on using voice-of-customer in YouTube, blog, and Face- book video posts. When you say it about yourself, it's bragging; when someone else says it about you, it's proof. Video proof is the new proof. Big companies hammer the entire workforce to make certain that customer satisfaction scores are high or higher, when they could be (and should be) creating an internal training program that begins with the word wow, and progresses upward from there. Many Happy Returns What investments in your business are you really making?

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