Issue link: http://read.dmtmag.com/i/114548
Sales ("Overwhelming Your Customers With The Wow Factor" continued from page 22) customer, including you. No one in my company is either on their phone or away from their desk, and no one in your company should be either. Having a voicemail greeting that says, "Your call is important to me" is an oxymoron. If it's so darned important, pick up the phone! Ease of doing business. 24-7365 is the new 9-5. The easier it is to do business with you, the more of your customer's available dollars you will gain. Please don't take my word for it – just ask Borders about Amazon. (Oops, you can't ask them because they're gone.) Amazon has all but taken over the book world (and the product world) because they made it easy to do business: Click. Buy! Delivery beyond expectation. Whatever you promise for delivery, you must exceed the promise. Fast delivery is no longer an option; it's an expectation. Everyone knows Zappos. What everyone doesn't understand is that Zappos overnights your first order to gain your attention, your respect, and to begin earning your loyalty. (Macy's does not.) Call ahead to warn of backorder. It never ceases to amaze me that companies will still backorder without prior notification. You know you are out of it and you know the customer needs it. Go buy it from a competitor and ship it if you have to! Backorders with no proactive communication makes your customers angry – angry enough to leave you and shop someplace else where they will tell you in advance whether the part is in stock or not and e-mail you the status of your order. UndercArrIAge for Mini excavators & cTL's Getting leads and referrals for your customers. This may come as a shocker, but customers don't want to buy your stuff; they want to sell their stuff. Giving them business will help you earn theirs. It sounds simple, but it is not easy. It requires knowing them better and knowing their marketplace better. But once you do it, they will never stop talking about it – ever. Provide value messages to help them. Big question: What are you tweeting? Bigger question: Are you tweeting? Biggest question: Why the h#!! are you not tweeting? One value message per day (something that will help, improve, or inspire your customers) will breed loyalty, not just Wow. Sign up now and ask your best customers to follow you. And then others will. (just be consistent and authentic – no salesspeak) (continued on page 62) Artliner-BLS BoLT-on & cLIp-on rubber Track pads & continuous rubber Tracks rollers, Idlers, & Sprockets over 1,000 ModeLS for (FOR TRIPLE BAR SHOES) 888-TUFPADS or 800-307-0299 www.tufpads.com • bls@tufpads.com 1120 Thorndale Ave. • Bensenville, IL 60106 Const Equip Dist 2012 C4 24 | www.cedmag.com | Construction Equipment Distribution | March 2013 22_WOW_feature_N&I_index_KP.indd 24 2/27/13 2:40 PM