Retail Observer

RETAILOBSERVER.COM FEBRUARY 2022 64 B uyer Beware" is a years-old phrase that describes how some business concerns will take advantage of a situation and perform substandard work that leaves the customer out some money and in need of finding someone else to do the job right. In my sales days, we always had to remember that the customer's job is to try and get a Cadillac for the price of an entry-level compact car. That might not be possible, but many still search for a supplier with that philosophy in mind. So, how do companies go about helping the customer understand what they really need and what is not necessarily just the lowest price, but the fairest price for the product or service they really need? The answer is to educate the customer and develop their trust. Education separates the qualified operation from the "fly-by- nights." Two companies are competing for the same job and must educate the prospect on why one of them is a better choice because it can and will provide the expected level of service. There are many things the customer must learn about each company, and the best way to get them that information is by placing it in front of them as often as possible. Some effective ways to provide that important information are the company's website, business cards, the proposal, the salesperson, company vehicles and office fronts, to name a few. Never assume that the customer will do all of the necessary research, because (amazingly) many won't take the time to thoroughly check out a prospective business partner. The second factor in helping customers define their needs and make the right purchasing decisions is trust. This starts with the salesperson or the individual they reach on the phone, and it continues with everyone they're exposed to in your company. Factors that increase trust include specific details discussed in the proposal, recognition of special concerns that were discussed about the job, including photos, detailed customer references, qualifications of management and service personnel, the company's years in business, recognitions received by the company, and of course, proof of insurance. Once again, these should be in every major proposal and highlighted through the same marketing tools noted under education, to make them easy for everyone to see, every day. Make it very simple for the customer to do the research on your company. Here's my checklist to give to every potential customer that will help them find the best service companies. Again, make it easy for them to find this information. BUSINESS INFORMATION • Complete company address, phone number, website URL, and email address • Company signage on vehicles and building front • Length of time in business • Credentials of service technicians and managers • Awards and recognitions for the business • References and customer testimonials THE PROPOSAL • Detailed description of the work to be done, including photos if applicable. • Note customer requests and highlight them in the proposal. • Indicate start and end times for the project. • List all pertinent references. • Include information about your company. • Outline Terms and Conditions, and always include a Proof of Insurance. • Note business contact information for the customer. • Thank them for their time and the opportunity to provide the quote . • Follow up with a phone call to see if there are more questions. That's a long list for every proposal, but a lot of this information can and should be made available every day through the company's promotion tools. Help your custom- er make an educated, correct decision the first time, and you'll turn "Buyer Beware" into "Buyer Informed!" S E R V I C E D E P A R T M E N T Don Pierson, Certified Service Center (CSC) www.certifiedservicecenter.org RO BUYER BEWARE "

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