Oversell at your peril

From time to time I need to rely on the advice of a vendor or shop keeper when it comes to products or services I buy. It is because I am relying on expertise I don't have or have ready access to. Electricians, plumbers and anything to do with motor vehicles are good examples.

If you or your staff are in a position to offer specialist service or advice it is important when questions are answered that the answers are complete and accurate. Anything and everything a customer should know should be communicated.

A good example for me was in the simple act of buying a light bulb. Because the specific bulb required was made of a particular core substance (tungsten) it was important that it not be touched directly on installation. The reason being that tungsten absorbs the oil from our hands and creates hot spots, limiting the lifetime of the bulb.

I did not know this but thanks to the good people at Stewarts I was informed - unfortunately I did not tell Mrs Bell, who undertook the install without this knowledge - and I expect to be returning to Stewarts shortly to buy another bulb. A perfect example of the need to relay the information; and correctly.

My modus operandi if I am asked a question and am not sure of an answer, is to say "I don't know, I will get back to you" or recommend someone who does know the answer.

I experienced the other side of this recently when I received representations about a product or service which proved to be false or short of fact - and do you think I will be buying those products again? Uh, no.

It is interesting, also, that the incidence of being told absolute "bovine scattology" about products increases the bigger the store's size.

I remember a store from national menswear chain selling me a green suit which had me officially recognised as the office leprechaun - after I had told the assistant I was colour blind. Or being told an outdoor umbrella would have a lifetime of 10 years and it's not going to make four (unfortunately, that was a local experience).

Some businesses operate on a "single sale" philosophy, are happy to risk overselling a product and will take the negative feedback which results as a "given". I don't understand this because in any business it is all about relationships and making sure you do everything in your power to maintain a positive one and keep people coming back.

Why would anyone risk bad reviews and/or people referring others away from a business?

If your competitors operate this way then it is good news for you!

This is also an opportunity to develop a point of difference for Wanganui businesses.

So it's important to have excellent customer service, but remember that also includes being true to your customers and true about the products or services themselves.

Zenith Solutions is a Wanganui-based management consulting practice. It specialises in providing strategic planning, business process improvement and financial management services. Contact russell@zenith-solutions.co.nz or phone 021-244-2421.