Recently, the Internet was in full freak-out mode because of an 8-minute recording of a Comcast customer who tried to quit the service, without giving a reason. Everyone was up-in-arms at the horrible customer service the rep gave to try to “save” the customer.
If you haven’t heard it yet, you can try to listen here:
Painful, isn’t it?
Very painful. And the Intertubes were very correct that this was a great example of a bad example when it comes to how customers should be treated. But was this the fault of the customer service rep?
And how does this apply to home improvement companies?
Consider that the Comcast rep was most likely trained to be Comcast-centric and not customer-centric. It’s not an excuse for the behavior but it does show that there was probably more incentive for the rep to “save” the customer than to make the customer happy.
I can almost picture the Comcast reps high-fiving each other every time a customer is retained.
Imagine a similar situation where a sales rep for a remodeling company might be sitting at the kitchen table desperately trying to close a sale with homeowners who refuse to commit.
The sales rep has a mandate to close as many deals as possible and was instructed to never take “no” for an answer.
What is the culture in your company? Is closing the sale more important than respecting the homeowners’ wishes?
If you declare that your company’s bottom line is more important than the needs of your prospects, you are setting your sales reps (and your business) up for failure.
As you can see, this is a PR nightmare for Comcast. Even if the call hadn’t gone viral and only that particular customer was affected – how many people will he tell about his experience? How much damage and lost income could result?
To set your salespeople up for success, create a culture where they:
- Provide the benefits of your products and services
- Prove they are experts in the industry
- Build a relationship that will last beyond the project completion date
- Give the homeowners options on Good, Better & Best
- Answer any questions they have but respect their final decision
- Follow-up when they say “No”
- Continue to reach out to them until they are ready to buy
This is how your sale reps will be brand ambassadors for your company. They’ll have a customer-centric attitude and they will close more deals… in the long run.
Angering people when they say “no” today will never result in a sale tomorrow. But building a relationship improves your company’s image and revenue over time.
You’ll get more great reviews, more referrals, and more repeat customers.