How Darth Vader Impresses Customers
“Let’s talk about the dark side.” If a tall, lurking figure spoke those words, you might reach for your lightsaber. But if you were the one saying it, I bet you would get a different reaction.
The “dark side” referring to is what happens when there is a production issue. Onboarding a new client, we talk about is the good stuff:
“I will do my best to communicate frequently with you.”
“We are hoping for a long term relationship with you.”
“Our customer service is outstanding.”
No resort brochure shows pictures of rainy days. But it happens. No sales rep talks about the occasional production “challenges.” But they happen, too. A good company fixes them. A great company goes further.
Imagine saying to a new customer, “You will be impressed by our capabilities, response time, and overall service. But what will keep you around for long time is how we handle the rare misstep. Whether a job goes south because of your error or ours, we will further impress you as a vendor.”
Look, you are dreaming if you think it’s not going to rain on occasion. Sure, welcome new customers with the promise of a great experience. But don’t be afraid to talk “what if” and review your policies and procedures when the dark side comes calling.
<<Insert Darth-like breathing here>>
Bill Farquharson is a sales trainer for the graphic arts. Email him at Bill@AspireFor.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault are available at BillFarquharson.com.