Quality Runs Deep
Yesterday, we discussed how quality will always triumph. Trends will come and go, but over time, it is quality that keeps people coming back for more.
Quality runs deeper than your products and services
Quality isn’t just about the deliverable. It runs much deeper than what you are actually selling the client. And, it usually starts long before the exchange of goods.
Here’s a story…
I recently had an inspection by a bug control company on our home. (I know this is NOT at all glamorous – but it’s the truth about living in humid Florida. It’s a necessity. I’m being REAL here.) Now, a bug company is a bug company – or so you would think. But, I was VERY impressed with this company. Keep in mind that my opinion on the quality of this company is ONLY based on my meeting with the salesperson inspecting our home. They have not actually delivered any services to us. Here is what I liked about this company:
- Punctuality!
Delivery on promises - Friendly Demeanor! (this should be a given, but hard to keep up when we are stressed – am I right or am I right?)
Personality match - Time! (I felt like he wasn’t rushing me with my questions. I felt like I was the only client he had today.)
Attention - Dressed for Success! (he was wearing the company uniform, complete with his monogrammed name on his shirt)
Attire = Branding - Education! (took the time to teach me all about the options and explained what he thought was the best fit for us)
Knowledge - Presentation! (great folder with my quote, with education on services, options, nicely organized)
Packaging = Branding
All of these added up to a huge PLUS in my mind in regards to this company’s quality of services.
There was no pressure tactic. There was no big sales pitch. There wasn’t even a powerpoint presentation or slideshow or photo montage. But, I bought into this company BIG TIME! {It’s only bug spray! I know – so silly.} But this nice man walked out of our home and I thought to myself, “Wow – these guys do a REALLY great job! I don’t even need to compare prices.” The feeling of quality that I get from this consultation has already won me over.
How do I know this? How do I know they are going to do a good job?
I won’t know for sure until they do the job. But the consistency of all of these factors give me the feeling that they are going to do a great job. I trust this company.
Consistency –> Trust in the Quality of a Company –> SALE
So… now I trust in this company (that I really don’t even know) because of all the consistencies in the salesperson’s presentation. He’s got me signed up. I am a customer! He’s got my contract and will soon have my money. Done.
But guess what? This company could still lose it all…
If the quality of the service does not match up with the promise, I’ll never do business with them again. They have to deliver. (It’s like I was saying yesterday with the quality of my gelato.)
Consistency –> Trust in the Quality of a Company –> SALE
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Consistency –> Trust in the Quality of a Company –> SALE –> Delivery = CUSTOMER for LIFE
Quality begins in the sales consult. If you can get the customer to trust you, you’ve got the sale. If you can deliver on that promise, you’ve got that customer for life.
Don’t we all want customers for life? (Or referrals for life? In our business, solid quality will lead to referrals.)