A recent experience got me thinking about the challenges of communicating a new product or service. Not externally to potential customers – most businesses have a process for that (in marketing, PR, signage, etc) – but rather internally, to the people that have to perform the service or sell the product.
There is little that is more frustrating to a potential customer then when they know more about the product/service/price/offering then the sales person they are talking too. This has happened to me twice in the last 2 months, and both times set me back a step.
The first was with AT&T and the new iPhone that just came out. I knew more about the trade in and trade up programs then the sales person working at the AT&T kiosk. I had done my homework before going in to talk with him. His employer had not done their job in getting him ready for that conversation.
The second time, this past week, was at a Dunkin Donuts. Not the most high-end place on the planet, but they have spent a ton of money to introduce their frozen cappuccino (which I like better than a coolatta, because its not as sweet). However, 2 of the past 3 shops I stopped into to get one of these, had no idea how to make them and had to find a manager or get on a phone to ask for help. Needless to say, none of the 3 have tasted the same… So much for franchise consistency.
So, if you are rolling out a new product, or service, or marketing message, take the time to make sure your staff – all your staff – understands what you are doing and how to answer the questions or meet the needs of your customers or prospective customers.
