Are You on the Same Page as Your Customers?
Not quite. She was waiting for a check from me. It seems that she failed to mention (ever) that nothing would happen with my postcards until the company received my check for postage.
I was steamed—not because I thought it was unreasonable, but because it was the first time I heard anything about this policy.
Bottom line: make certain you’re on the same wavelength as your customers. Critical policies must be spelled out and shared. Banish all ambiguous terminology from your service and sales reps’ lips (“ASAP,” “pretty soon,” “that’s about right,” “we’re good to go” all come to mind).
And how about ending every critical conversation about planning a project with this: “Do you have any questions at all for me? Don’t hesitate to call or email me if you do.”
In all my years in this business, I don’t recall any sales rep saying something like that to me.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com