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We Offer That?! Huh … That's News to Me!

September 10, 2009

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 are few things more frustrating to a potential customer than knowing more about the product/service/price/offering than the salesperson they are talking too. This has happened to me twice in the last 2 months, and both times it set me back a step.

The first was with AT&T and the new iPhone. I knew more about the trade in/trade up programs than the salesperson 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, admittedly, but they have spent a ton of money to introduce their frozen cappuccino (which I like better than the Coolattas, because they're not as sweet). However, out of the 3 different Dunkin' Donuts locations I've gotten the frozen cappuccinos in, 2 of the 3 shops 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 tasted the same … So much for franchise consistency.

So if you are rolling out a new product, 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 and prospective customers.

leadingresults
Written by leadingresults

Leading Results helps businesses stop wasting money on marketing and improves their business development results by putting POWER in their marketing. The POWER is the Processes, Organizational Support, Why (you do what you do), Expertise and Refer-ability. You get strategy, tactics and execution. We work with both individual businesses and businesses as part of a larger ecosystem. Be more profitable.

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