When I was a kid my mother told me – “Never make a promise you don’t intend to keep”. That was some pretty sage advice then, and it applies now more than ever. In this world where more consumers are looking for truth in advertising, and more businesses are trying to retain their customers we all need to go back and make sure we are fulfilling our promise. October is small business month here and my plan is to write a series of blogs that relate to service delivery in small business – capping it off with a webinar on Oct 22nd entitled “Raving Fan Service” and you can register for that right here https://attendee.gotowebinar.com/register/5059252475350725377
Marketing makes a promise that service needs to deliver on. There’s a term for this promise – it’s called your “sales proposition”, and it’s an agreement to create a certain amount of value for the people your business serves. Even if you haven’t made a specific promise – a bare minimum is implied simply by opening your doors. But, I’m sure we can keep the bar higher than that right!
In order to attract the right quality of clientele, you not only want to make a strong proposition to your customers –you also want it to be as unique as possible. This way it becomes more compelling to your target customer, and creates a clear separation between you and your competition.
So, then our service goal becomes; to delivery on the promise we made when we first invited them to our business. How simple is that? Do you know what your promise was, is, or should be? Next time we’ll talk about how to define your your service levels.