Service is king

If you thought cash or quality were king, they’ve been dethroned. Service is the new ruler and it carries a mighty scepter.

For years, growers have touted quality (or the nebulous term “high quality”) as their differentiating factor. “We grow high-quality trees.” That’s great. But so do tons of your peers. And quality is a relative term. If you missed the May issue, head to our website and find it in the issue archives. Navigate to the bareroot liners story. A group of university researchers found out that the definition of quality is seldom clearly defined. And your customers definitely have their own definition of quality.
 
That’s why service – superior, friendly, helpful, meaningful customer service – is king. Especially now when cash flow is at a trickle. Yeah, I’ve ranted before about my exasperation with poor customer service. And I won’t stop until the problem improves.
 
I continue to be flabbergasted at the service industry and its salespeople who don’t look customers in the eye, don’t greet people when they first arrive the on scene and most of all don’t say thank you. These are simple, fundamental things everyone on staff should know and, better yet, practice. Daily.
 
“These are hard-skinned nurseryman [landscapers, whatever], and they don’t care if our people smile and chit-chat.”

Bull pucky!
 
Everyone should be treated with respect. We should expect it. Demand it, even. Especially someone who is about to drive away in a flatbed full of your product.
 
But it’s not just the firm that spent a few grand that deserves excellent service. The potential customer is just as important.

Don’t take customers for granted
A company I’ve done business with for the last six years has started to slip in the service department. And they are one of the most important companies I deal with – they care for my children every day. I guess I’ve become too familiar for one of their workers, and this person is in a management role. She’s stopped greeting me and my children as we come through the door. She seems unappreciative of the money I shell out to the company each week (and it’s not chump change). I can’t turn around and find a new daycare in a matter of hours or days. But your current or potential customer sure can. Have you lost a customer due to a lackadaisical staff? Your closest competition may be down the street or a few counties over. But a couple of calls or a quick Internet search, and that customer’s money now belongs to someone else because of poor customer service.
 
But it’s not just smiles and handshakes and friendly banter. Excellent customer service goes much deeper. Effective listening and undivided attention are two sure bets to gain sales. Don’t assume you know what the customer wants – ask and listen. Take notes if you need to. Do you have an employee who’s a natural at connecting with customers? Ask that person to help you develop a customer service training manual. Think you don’t have time? It could mean the difference between a lost sale and a lifetime customer.