Perception in SalesIt’s not the quality of service that you give but the quality of service that the customer perceives that causes them to buy and then remain onboard as a customer into the future. But what causes customers to perceive that your service is good or poor? It’s as simple as this:

Perceived service quality is the difference between what they get and what they expect.

Each customer has specific expectations about the quality of the products, services, and the total experience of dealing with your business. When you exceed those expectations their quality perception is relatively high. Conversely, when you fail to meet expectations their perception is relatively low. This is important because relative perceived quality is the single most important factor in determining the long-term profitability of your company.

You must also realize that it’s not enough to reward your customers with good service. You have to make them aware that by doing business with you they’re getting a great deal, and you must continue to subtly remind them in many different ways. As crazy as it may sound there’s no such thing as a good deal or a bad deal, except in the customer’s mind.

Here are some ideas to help you create and support a high-quality service image in the customer’s eyes:

  1. Develop a temperament-based customer profile, so you will know what is important to each one and how they perceive what you do.
  2. Look at your business through your customer’s eyes to insure you provide what they expect. Don’t forget that they have your money in their pockets until you serve them to the degree that they will want to pull it out and give it to you.
  3. Beware of over-promising and building unrealistic expectations. They hear high-minded sales talk every week from somebody. Get real; under promise and then over deliver. That’s what will get a WOW.
  4. Use problems to demonstrate how great your service is. Realizing everybody has warts, cite how you have fallen on your sword and then fixed failures in the past, FAST.
  5. Develop a unique relationship with each customer that will weather future service failures. It’s much harder and less likely for a customer to dump a friend than an acquaintance.
  6. Keep in touch with customers regularly and inform them about all new service initiatives and efforts. They need to know your company is actively improving how they serve and satisfy their customers.
  7. Remember that the lion’s share of good service is showbiz. Customers love to see you react and respond to their needs and wants, so stay in the spotlight and merchandise each step you take.

Perception in SalesThe bottom line to your customer service success is the perceived overall value that your customers think they are getting. Companies that offer consistent value to their customers are the ones that will win and keep them.

On the other hand, when perceived value declines or disappears, so do the customers. With your customers, what matters most isn’t all the stuff you know or the folks you know, but rather how you are known to them.

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