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Are You Walking the Talk?
Copyright 2004 Diane Hughes
I saw a
television commercial the other day. It actually made me laugh out loud. It
wasn't funny "ha ha," it was funny ironic. A local telephone service provider
was singing its own praises about what wonderful service it provided.
"Yeah, sure!" I thought. I used to live in the area that this particular
provider covered, and I know for a fact their service is anything but
wonderful.
Many online business owners commit this same sin. They
make
a point to tell their visitors what exceptional service they'll
receive, how quick they'll be responded to, how innovative their products
are, or a hundred other promises. Then, when a complaint comes in, or phone
messages are left, nothing happens. They don't walk the talk.
How many
times has it happened to you personally? You ordered a product or service
from the 'Net. You had a problem or a simple question. You called the
customer service number (or sent an email) and. nothing. How did you feel?
Most likely irritated, frustrated, and taken advantage of.
Yes, it's
extremely popular to give claims of customer service right now. The 'Net has
suffered from "Wild, Wild West" syndrome far too long and surfers are
demanding the attention they deserve. However, simply making claims
will do you more harm than good.
Don't promise what you can't deliver.
Before putting claims
of any kind on your site, consider these
tips:
1. If you say your product/service "will" do something, make
darn sure it does. every time!
2. If you offer "24/7 service" be prepared
to answer emails
or phone calls cheerfully and graciously at 3:00am
when
someone overseas phones you.
3. If you make claims of giving
"100% satisfaction guaranteed" refunds, get ready to fork over the
money without asking any questions whatsoever. "I wasn't satisfied" is all
the customer has to tell you to take advantage of your offer.
4. UNDER
promise and OVER deliver. If you "think" you can
get back to customers within
24 hours, tell them it will take 48 hours. This way, when you call them
sooner, they'll be thrilled with the attentive service you offer.
5.
Stop and think. Before putting any claims on your site -
service, delivery,
refunds, product features, service benefits. ANY claims - have an outside
party check behind you. Does it work? Is it fast? Are you cheerful? Will
it actually wake me up, start the coffee, and heat the water for my shower
all at the same time? If not, don't put it in your copy.
Online
customers have had enough. They are paying more
attention online and
expecting more from the Web businesses
they deal with. Above all - use
ethics, manners, and good
common sense in your business dealings. Stand
behind what
you say. When you do, you'll find the profits from
your
long-term relationships and the increase in your reputation
will far
outweigh any short-term sales trends.
About the Author:
Diane
C. Hughes * ProBizTips.com
FREE Report: Amazingly Simple (Yet Super
Powerful)
Ways To Skyrocket Your Sales And Build Your Business
Into A
Tower of Profits! ==>> http://madmarketer.com/diane
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