Being an ex-salesman, I can appreciate a recent column by
business writer Harvey MacKay. Mackay
knows his way around the business world and has the dough to prove he has been
successful.
He says that “Customer service is crucial to success.” I couldn’t agree more. For twenty years, I called on the grocery
trade in the Kansas, Missouri, and Nebraska areas. My job was to sell packaging products to
grocery stores and the warehouses that supplied them. It wasn’t like I was the only one in that
business; I had plenty of competition.
In the grocery business, the warehouse buyers are busy guys
who don’t like to spend a lot of time on secondary items like supplies. Seeing that situation, I seized upon it by
making it as easy as possible for my buyers to buy from me instead of my
competition. I did that by earning their
trust which is a large part of customer service. They knew they could count on me to ship to
them on time and follow up on any problems.
My motto to them was simple: “If
you have any problem at your warehouse or stores, call me and I will have it
handled within 24 hours at the latest.”
My method worked great:
I had the buyers’ trust, gave them fast and efficient service, and as a
commission paid salesman, made excellent money.
Mr. MacKay’s advice is important to remember. You are in the customer service business no
matter what you sell. You may have a
restaurant with the greatest food in the world but you will not make it if your
service is bad. Even if you have great
food and happy employees you can still fail if you are tied down with idiotic
rules and procedures. They will irritate
customers as much as bad food.
When hiring, always select the “A” players and be sure you
have great training in customer service from A to Z. It takes a lot of time but is well worth the
effort.
I live in Scottsdale, Arizona and we have a great chain of
bakeries/delis called Paradise Bakery.
At lunch time people are lined up to eat their great fare. The lines can get long so to ease the anxiety
of some customers, they have a smiling employee walk the line giving small
samples of hot bread to customers. It’s
a small thing but customers love it!
That company “gets it.”
One of my annoyances is when a clerk is incapable of
counting change. It is pretty typical
today with registers that tell the clerk what the change should be. That’s no excuse; I wouldn’t have an employee
who can’t count change. However, to top
that, one day at McDonald’s, a clerk refused to take a 50 cent piece from me
until the manager told her it was OK.
Welcome to 21st century America!
























