What price service?
11 October 2022
How are your company’s service and customer satisfaction levels?
The current economic uncertainties and ongoing supply chain issues mean that many people working for hirers and suppliers are under pressure. A lot are still working remotely or have adopted hybrid arrangements.
In particular, inflation, rising energy prices and the switch from red to white diesel in construction have had considerable cost implications for hirers, end users and consumers. Companies have to decide how much of these they will pass on to their customers.
As has been said so often, there will always be a competitor who tries to win business by lowering rates for the same product, but whether they can do so without compromising service is another matter.
Front line sales and service people have to be equipped to deal with queries and challenges in an appropriate way, and one that strengthens the business relationship further.
“Many businesses are having discussions with customers about pricing, but you can’t increase prices and reduce service,” says Diane Banister, founder of the Intelligent Dialogue training consultancy, which offers a range of tailored sales training services to help hirers and other companies across diverse industries develop their people to win business, have commercial conversations and care for customers.
“Often, if people are busy processing an enquiry or distracted by something around them, they can miss a huge potential buying signal, perhaps about an aspect of the client’s current contract or a future opportunity,” says Diane.
“There are leadership and team management issues here. Sales people will always be tempted to reduce prices because it is the least line of resistance, but right now, we are seeing that sales people need to be having high-quality commercial conversations, ones that are business focused and avoid treating equipment like a commodity.”
“Some people seem to suggest that 'a tool is a tool and a digger is a digger' wherever you get it from, but the logistics in the background are phenomenal,” adds Diane. “A good hirer gets equipment to the site and collects it when required and ensures it is in excellent condition. The kit is the same but the service surrounding it is what differentiates a business.
“Intelligent Dialogue offers an audit service whereby we listen to a sample of a client’s calls and give feedback on how strong they are from a customer service perspective and, crucially, from a business development perspective as well, evaluating not just the customer experience but also what opportunities are being left on the table.”
Hopefully the efforts of a hirer who offers a 24/7 breakdown call-out response or advises on product selection for challenging applications is providing a level of service that the client appreciates and values.
“Above all” says Diane, “you want to ensure that you offer the level of service appropriate to the fees you charge, that your front line teams understand their customers, and have quality conversations that leaves them with a positive impression.”
