How often have you heard this statement from customer service personnel within your company – “I wish those salespeople would think about what they’re doing when making promises to customers. I’m tired of being yelled at for something that’s not my fault.” It’s important to remember to only promise what can be delivered when interacting with potential customers – especially when they are purchasing big-ticket items. Here are a few things to remember when selling products and services to customers.
Promise Only What Can Be Delivered – During my years in the corporate world, the issue of “Why did the salesperson promise that without verifying if we could meet that commitment” would often arise. That statement was usually followed up with “They only think about their commission!” While it’s understandable that salespeople are motivated by potential commissions, it’s critical to make sure that sales guidelines are in place to ensure a positive impact to those persons within the organization that have to service the customer. Whether it be customer service, accounts receivable or any other department that interacts with customers, salespeople must understand and adhere to the policies and or procedures when in the sales mode. Should the need arise for special consideration in order to “get the deal”, check in with those persons who will be impacted by whatever the consideration is before making promises to the customer. Remember – customers view the people within your company as “the company”.
Develop Internal Relationships – Years ago when beginning a corporate stint as an account manager/project manager, my first week was spent meeting those persons with whom I impacted in performing my role. My first question was – “How does what I do impact you?” That question was followed by this one – “What is it that you want me to do to make your job easy?” This question was followed by this one – “What is it that you don’t ever want me to do?” Asking these questions allowed these persons to elaborate on what they were held accountable for and how performing my job could either bring positive or negative consequences for them. By taking time to develop internal relationships, one communicates “We Are A Team” to others within the company. Yes, it takes additional time to ask these questions, but it’s well worth it later in the relationship!
Be Accountable for Your Actions – Should issues arise due to sales methods, it’s the responsibility of the salesperson to be accountable. I think salespeople should be kept abreast of every issue related to promises made, but not kept, that arise with their customers. Doing so would assist in understanding the impact of one’s actions. Persons required to service the customer after the sale should know that they will receive the same internal considerations afforded to the paying customer. When salespeople are held accountable for their sales methods, the level of employee morale increases as one does not fear having to regularly interact with customers who were provided unfulfilled promises during the sales process.
The sales component of a company’s business model is most likely the original experience for potential customers. Make sure that your salespeople understand their impact to the total customer experience by making sure they Promise Only What Can Be Delivered, by requiring them to Develop Internal Relationships and by encouraging them to Be Accountable for Their Actions.