The FEI Tribe Discusses the Concept of 'Messaging'
“What’s the good word?” Zoot asked.
“We’re talking about staying ‘on-message,’” Marka said.
“Good thing I came along. I had a few ideas for what ‘on message’ should mean to our sales force.”
“Go on,” Marka said. What could Zoot possibly have to say about messaging? She wondered.
“I call it ‘the grand opening attitude,’” Zoot continued. “Our salespeople should act like each customer is FEI’s first visitor on opening day. This means demonstrating that we consistently make and keep commitments, show empathy and provide solutions to problems.”
“It’s certainly worked for you,” Brandy noted. “I’ve heard many good things about how pleased people are with FEI’s runner’s.”
“I have many more ideas for creating good customer service habits for FEI,” Zoot said.
“It’s your business not mine, Marka, but how about creating an FEI ‘messaging document’ so your marketing and sales teams can easily stay on message every time,” Brandy suggested.
“What would be included?” enquired Marka.
“Start with your USP and add core talking points,” Brandy responded. “Get down in the trenches, talk with all of Zoot’s runners, collect the best of what you hear, create a new living, breathing messaging document and use it a clearinghouse for communicating great ideas.”
“Brandy, this is a great idea!” Marka shouted, taking a big swig of yellow grog. “The toughest part of new projects is getting started. These talking points will make our workflow better!”
“My team would certainly benefit from it too!” Zoot added, gazing out the window watching the soft orange sun slowly dipping behind Mt. Olympus.
Next week: Zoot explains more of his best practices for creating positive customer experiences.
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