Marketing
Why Buying is Better from the Competitionby Anita Sirianni
As part of an extensive industry investigation on customer buying motivation, loyalty and satisfaction, we interviewed your customers and found out why they prefer doing business with your competition. Consider the following ten reasons your accounts believe—the grass is greener on the other side!
Better Customer Service
Most accounts have difficulty explaining what good customer service is-- they just know it when they see it! The competition defines customer service as the big things and the small things they consistently do to keep accounts coming back. From providing extended hours of service to having live people answering the phones, good service means real people ready to serve when customers need them.
They Anticipate Our Needs Before We Do!
Because the company is so totally focused on the needs, wants and expectations of their accounts, your competitors provide solutions even before customers know they have a problem. They conduct regular strategy sessions with their accounts to discuss business: its growth, their goals and obstacles to achieving results. By being there before customers need them, the competition are true partners in every sense of the word.
We Get More For Our Money
The competition knows customers, will pay more for anything if they get more! So, they find ways to deliver services that customers value—services they can't get from you! Sales reps have the flexibility to resolve problems, go the extra mile on service and tailor the company's support to even the individual needs of staff members. Most customers have no idea how much these services would cost with other companies—they just know its worth their loyalty and the lions share of their business.
Less Mistakes
'Systems make it simple' is a focus philosophy at the other company. From the field to the freight department every member of the other team knows he has a stake in customer service. There is a pride in making a difference that every employee feels the minute they get to work. Little checking and rechecking are needed because the job is done right the first time. Orders are picked and packed with care and delivery schedules are measured and met for quick turn around. When mistakes are made—the competition fixes the problem in record time and provides something extra for the inconvenience. It's funny how customers actually look forward to their mistakes in the future!
They Know Their Stuff!
Customers know they will get the right information when they need it. As staff members change and people are promoted, your accounts depend on the competition to provide information and ideas on everything from ordering to operation.
Quality Products
The other guy believes in value not volume. As a result, customers know they can count on products that work! It is reassuring to know that the competition sells, stocks and supports products that do their job so customers can, too!
They Deliver
If customers need their order tomorrow—they'll get it. The more accounts stay focused on doing what they do best-- the more productive and profitable they will be. So, the competition helps customers stay on top of their inventory, monitor their consumption and utilization and is there when customers need them.
Best Reps in the Business!
The competition knows that sales reps are the company to the people they do business with. So, they consistently invest in helping reps stay at the top of their game! With skills and attitudes sharp, reps can present the image and ideas of the company with consistency and enthusiasm. As a result, customers enjoy employees who are motivated and make a difference when it matters.
Price
Customers care about price and the competition knows it! They don't try to hide behind enticing incentives or passing promotions. Because price is important, the competition does all it can to keep costs down and delivers the lowest possible price for the highest possible value.
Buying from the competition does have its rewards. Service, solutions, value, accuracy, support, quality, convenience, selection, price and people is a ten point punch that's tough to beat! But, as a rep, you are in the best place to make the biggest difference in giving customers what they want. So, before you move on to greener pastures, keep in mind, the grass is greener where you water it!
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Anita Sirianni is a professional writer, speaker, and “sales coach” in high demand. She is the president of ANSIR International and can be reached at 800-471-2619. Her web-site is www.AnitaSirianni.com
