Hype and slick promotions, without the ability to deliver on advertised promises, is not a winning business strategy!
Only the application of service & quality assurance systems allows a business to consistently meet its customers’ highest expectations! I’m convinced of that fact.
Let me explain…
Listening to Ravi Zacharius, one of the most profound voices on radio today, I was struck by something he said:
“What you win people WITH is what you win them TO!”
In an effort to sell a product, many companies endeavor to WIN people with slick ads and marketing campaigns containing a mountain of hype. It’s frustrating when you buy into that hype, and realize the real value of their product is far less than advertised.
What difference does it make?
“Winning the customer is everything, isn’t it?” you ask. “So, what does it matter HOW you win them?”
We see that system of empty promises dished out by restaurants, phone and cable companies, consultants, retailers, nonprofit organizations, car dealerships, and banks. Yes, even printing companies and, dare I say, government agencies? Less-than-stellar businesses make up a long list of those that tout quality and service as their #1 priority; yet they fail to deliver.
I’ve mentioned many times in blogs, and in my book System Busters, “If you want to know a company’s real priorities, call their Customer Service Department, then turn right around and call their Sales Department.” You will soon discover which department is better staffed to respond to your inquiry! They’ll be happy to SELL you the Brooklyn Bridge; however, you can bet, the Customer Service line will find you on-hold until you finally hang up.
What you win people WITH, SHOULD be what you win them TO!
No Winning Business Strategy
A disturbing trend with some companies is that they place more emphasis on a hard-sell pitch to move product. Surely, a more winning business strategy would be to have the best quality products and services that keep customers coming back. And yet, the hype-types will use the same dishonesty when something goes haywire with the customer’s order or job:
- “Uh, I’m sorry, this has never happened before!”
- “Yeah, bad day… we had equipment problems!”
- “One of our new-hires fouled up!”
- “It couldn’t be helped… it was an Act of God!”
Some companies train their salespeople to “just make the company look good, at all cost, should any mistakes happen.” That kind of company rarely gets serious about real quality and service. Sadly, they will continue to lie to themselves, prospects, clients, and employees, rather than change. The TRUTH is, the use of good quality control systems is, provably, the ONLY way to guarantee quality happens on a measurable and consistent level.
To quote Ravi Z. one more time, “What you win people WITH is what you win people TO!”
So, what will it be: great products and services OR hype and inferior quality? You may WIN a customer with either, but likely only the first time. If it’s the latter, then you and your business will LOSE!
Again, the only sure way to win customers is to seek out and implement control systems that ensure consistent quality and service.
Can we talk?
Did I mention? Great systems work!