The 80/8 Rule: Why Selling on Service and Quality Is Dangerous
Here’s a statistic that should scare you
Eighty percent of companies believe that they offer above average customer service. But only 8 percent of customers think that they receive above average customer service.
The chances of losing your customers are high. This applies especially if you are selling on something such as service or quality.
Why are service and quality such dangerous "advantages" to sell?
Firstly, the majority of your competitors are also selling on these areas. You won’t stand apart from other people who are after the same opportunities as you.
Just as importantly, most people see service and quality in very different ways. For instance, you may believe that you offer excellent service because your customer service team constantly talks to your clients. But some clients may prefer the minimum of contact. Constant communication may not be their idea of good service at all.
If you sell on service and quality, it’s important to be specific
Tell prospects exactly what they can expect from your excellent service and quality standards. Make sure they are happy with them. Most importantly, remember the 80/8 rule. Make sure your customer service really is as good as you think it is.
p.s.: If you would like to improve your performance in print sales, download this free checklist "Eight Essential Print Sales Activities" You’ll also receive my regular "Views from the print buyer" bulletin, full of ideas on how to sell print effectively.
Many printing companies are frustrated how hard it is to engage buyers in today’s world. That’s where Matthew Parker can help. He is a gamekeeper turned poacher. Parker has bought print for more than 20 years and received over 1,400 print sales pitches. He now uses his buyer’s point of view to give practical advice to printers. He helps them engage with prospects and customers to create profitable relationships.
Download his free e-book, "Ten Common Print Selling Errors And What To Do About Them" and check out his recently launched book, "How To Succeed At Print Sales: Setting targets, planning the right activities and making sure goals are met."