FLOOR ED
Why Most Salespeople Fail at Delivering a Rock Star Customer Experience Would you believe that for the first time, the customer rates their experience with the business ahead of price and product?
I Lisbeth Calandrino Flooring Specialist and Associate Publisher and Director of Social Media for Fabulous Floors Magazine
Customer service now encompasses your online presence, which includes your reviews, your installer videos (if you’re in the flooring industry”), and your social media.
know you’re saying it’s not so, they always ask about price. Here are some great responses to “Your price is too high.” HubSpot has some great ideas about how to overcome the price objection. Asking about price is their right; it doesn’t mean a price is too high! In 2008, I wrote a book, “Red Hot Customer Service,” and was in the process of updating it, and then COVID hit. I went back to research customer service and find out that customer service is now considered only part of the customer experience. Customer service now encompasses your online presence, which includes your reviews, your installer videos (if you’re in the flooring industry”), and your social media. Yes, they care about your Instagram and your Facebook page. COVID has made us more aware of how we treat each other and if your business is adhering to social distance, keeping your place spotless, and wearing face protection. COVID has given another dimension to the customer experience. We’re more aware of how people treat each other; even the supermarket clerk is suddenly an important part of our world. We are missing people, and a friendly hello goes a long way. Building relationships with your customers is the key to your sale, and it’s more important than your prices and what you’re selling!
I ‘hang’ around flooring stores and watch salespeople interacting with customers. It’s easy to pontificate about the sales process and how easy it seems to be. The pros provide a seamless experience; they find out the customer’s wants, needs, and past experiences. The others don’t have a system; they let the customer lead them around. Sales are more of a ‘hit and miss.’ affair. For the past three years, I’ve worked for a marketing company that handles sales events for car dealers. I get to talk with customers, qualify them, and get them to the right salesperson. All of this helps me understand the salesperson, customer, and the process. The more I watch, I’m convinced there are many mediocre sales professionals who think the way to close the sale is to show the customer how smart they are instead of letting the customer be in charge. Again it’s finding out the customer’s needs and wants and past experiences.
12 Premier Flooring Retailer | Digital 4 2020
