Service Leads The Way To Sales

For over 20 years The Elkind Group has been helping companies define their sales and service strategies and execute those strategies effectively on the front line.  Over that time, we have trained thousands of leaders, managers, and front-line employees to deliver outstanding service that leads to increased sales.

Recently, Kerry had a customer experience that surprised and delighted her – and renewed her conviction that great service is the foundation of sales and the path to customer loyalty.  Here’s her story.

I enrolled in a free training seminar on social marketing for small businesses that was offered by the San Francisco Business Times.  Due to unforeseen client commitments, I was unable to attend.

Shortly afterwards, I received an e-mail from Ray Zegri at the San Francisco Business Times.  Ray offered to meet with me and review what I had missed in the session.  Having been in the business of sales for a long time, I was immediately suspicious – and curious – about his offer.

We had some trouble getting together and I’m sorry to say that I had to cancel twice.  But the other day I did manage to meet with Ray for a cup of coffee.  And it turns out that Ray is great at what he does – helping business owners use the San Francisco Business Times to meet their business objectives.

Ray began by asking me a few open-ended discovery questions about my business and what I want to accomplish.  After listening carefully, he spent the next 50 minutes explaining – specifically -how The Elkind Group can use the San Francisco Business Times to acquire new clients and grow my business.

Ray consistently referred back to the goals and challenges I had shared with him and showed me how different features in the paper could help me.  He personalized the experience of reading the Business Times, and helped me to acquire a new appreciation for his product as a resource for my business.  When it came time to “ask for the sale,” I did it for him.  Ray’s expertise and helpfulness were so exceptional that I couldn’t wait to sign on the dotted line.

Wouldn’t you love to see this scene occurring on a daily basis when your front-line sales and service representatives talk with your prospective customers?  There is no magic formula.  But your organization has to hire, train, develop, coach, and reward people who are genuinely curious about their customers, deeply knowledgeable about their products, and able to personalize their recommendations to the unique needs of each customer or prospect.

Ray, I would like to personally thank you for demonstrating – once again – that a good sale is good service, and great service is the foundation of great sales!