The Sales / Service Relationship

Sales = Service = Success

Many organizations like to segment their customer service function from their sales activities.  I believe this is a mistake.

The closer you can entwine your service and sales activities, the more successful you are likely to be. After all, the customer rarely segments a sales activity from a service activity. To him or her, all your activities are service interrelated!

The formula for weaving these two activities together is to:

  • turn customer service opportunities into sales opportunities, and
  • follow up on sales opportunities to provide efficient and appreciated service.

Another way of expressing this is:  SALES = SERVICE = SUCCESS.

Some people like to argue that this expression should read “sales + service = success.” But that is where I disagree. That is the way of doing things today, with sales being one activity and customer service being another, with little or no integration.

Changing your mindset to SALES = SERVICE = SUCCESS means you understand that success comes when there is no segmentation between selling and service.

In today’s age of consultative selling, one of the best services your organization can provide is to sell a customer the right product at the right time that provides the right solution for his or her particular need.

Now that’s a true service. One that every customer is likely to appreciate.

People often ask me, “How do you know if a customer is satisfied?”

The simple, and best, answer is: ask.

Be proactive. Call and ask the customer:

“Did everything go as expected?” 

“Have we delivered as promised?” 

“Have we met your expectations?”

Staff should be encouraged to never be afraid of having to deal with problems. What if you do call up and there is a problem? Well, at least you are now aware of it, and you have an opportunity to fix the immediate problem ─ before it grows into something larger and unmanageable. And by doing so, you not only show the customer that you care about them, but that you are also willing to make sure that they are completely satisfied ─ two concerns of customers that they will value highly.

Also, not following up always results in a missed selling opportunity.

After all, when is the best time to start the next sales cycle?

Anytime the customer is satisfied with you.

So, if nothing has gone wrong and the customer is fully satisfied, that is the ideal time to start working toward the next repeat order. Or, once you have corrected any problems and have achieved customer satisfaction through your servicing efforts, you are in an ideal position to start working towards the next sale.

The Golden Rule of Selling: keep the customer satisfied, not just sold.

I see this as a 3-step equation:

1) Quality results in customer satisfaction.

2) Customer satisfaction results in repeat buys.

3) Repeat purchases lead to customer loyalty.

By weaving together your sales and service mindsets, and being proactive in your customer care efforts, you will achieve the customer loyalty levels you are seeking.

Marketing is not rocket science. In fact, marketing success really boils down to two key principles:  understanding customer needs and delivering upon the promises the organization makes. You can achieve these two principles through a full understanding of the sales/service relationship.

KEY POINT:  it is important to weave together your sales and service activities so that they appear seamless to the customer.

TAKING ACTION:  are you sales people capable of superior service? Are your service people capable of superior selling? How can you fix any gaps that exist?

How can you make your staff more proactive in their customer care activities?

How can you inculcate the mantra SALES = SERVICE = SUCCESS throughout your organization?

What steps can you implement to keep your VIP customers satisfied, not just sold?

This article is excerpted from the book The Best of the Monday Morning Marketing Memo, available at Amazon in paperback and Kindle formats.