HowToCreateASales-ServiceExcellenceCulture

Christine Corelli & Associates, Inc. • www.christinespeaks.com 1 847-581-9968 • 800-417-9968


How to Create a"Sales-Service Excellence Culture"

21 steps to place you far ahead of your competition

Forget tough. Today, competition is fierce! As a result, customers are

more demanding then ever. They are most cost-conscious, less loyal

and have more choices as to where they will buy. If you don't give them

what they want, how they want it, at the price they're willing to pay for it,

and stand on your head to provide them with exceptional service, they'll

head straight over to your competitor.

Imagine what it's like for your salespeople. Have you ever thought about

what it must be like to sell in this environment?

You landed the deal!

You shouted a huge "YES!" from your desk as you hung up the

phone and heard the good news. You landed that new

customer! You thought about all those sales calls, meetings,

tough price negotiations and endless hours it took to land that

deal and earn that fat commission check. Your sales manager

gave you a "thumbs up" and treated you to a delicious lunch to

celebrate your big victory. You felt absolutely great!

Reality sets in.

While driving to the office the next morning, reality set in when

you realized the real work has just begun. You successfully

swayed the customer over to your company from your

competitor even though like you, they also boast of a great reputation,

quality product, competitive pricing, best warranties, and service

excellence. But now that you reeled in the new account you know your

company must do everything possible to keep that customer.

There's no lock and key on them, as other competitors will attempt to do

everything in their power to take this new account away from you—just

like you took it away from one of them. In addition, your customer will be

reviewing your pricing carefully and seeking bids from other competitors


while they are doing business with you. You start to feel overwhelmed

with all it's going to take to keep that customer. Besides, you know that

as a salesperson, you are not only judged by how many sales you close,

but by how many sales lead to repeat business and how much profit the

company will make.

In the past, simply satisfying that customer may have been sufficient

enough to keep them coming back for more business. More recently,

taking actions to delight that customer was considered commendable.

But which would you and your company rather have—one hundred

satisfied customers or one hundred loyal customers who can contribute

to long-term profitability?

If you are in sales or have held a sales position in the past, you can

surely identify with this scenario. Whether you sell b2b, or b2c, you must

never forget that when a customer phones your place of business or

walks into your store, dealership, office or facility, they must be treated

exceptionally well. You want them to keep coming back to YOU and not

have any reason to go to your competitor. You can't afford to have one

single person treat them with indifference—nor can you afford to provide

average service. Your level of service must be exceptional. Some

companies refer to exceptional customer service as "World Class" I refer

to it as "Sales-Service Excellence," because you can't have one without

the other. You need this culture to help your sales people get and keep

customers!

Customer loyalty — Your ultimate goal.

In today's world, establishing customer loyalty must be your

ultimate goal. You not only want the customer to continue to

use your product or service (or shop at your store) without being

tempted to sway over to a competitor, but you want them to

spread the word to other buyers about you. And, you want to

sell more merchandise or add-on's, and help other divisions of

your company to obtain business as well.

It's a well-known fact that it's cheaper to retain an existing

customer than to acquire a new one. Loyal customers create a

positive feedback loop, for the more revenue you can generate


How do youestablish customerloyalty when thewhole world is

circling in like apack of wolves to

get them too?

from a customer, the more funds your company can invest toward

their marketing, advertising, new product development, etc.

Ultimately, these investments will help the company's sales efforts,

increase your job-security, and continue to provide a paycheck for

everyone in the company.

How do you establish customer loyalty when the whole world is

circling in like a pack of wolves to get them too? Can you do it

alone? Of course not. Once the deal is sealed, you and everyone in

your company now have to EARN it.

Listen up: "Everyone's in sales!"

You've heard this familiar mantra before. Still, it warrants reinforcement.

Every person who works for your company is a salesperson, even if they

aren't responsible for selling the initial product or service to the customer.

Customers are constantly evaluating your company and whether or not

they will continue to do business with you. Anytime they have contact

with anyone in your company for any reason, it is imperative that every

person demonstrates care and concern, and works hard to develop a

strong relationship with that customer.

Think about your company as it is today. Imagine you are an outside

consultant and answer the following questions objectively.

♦ How is your company viewed in the eyes of your customers?

♦ How is it viewed within your industry and community?

♦ What are your customers saying about you to potential customers?

♦ How do your sales reps and service technicians treat people when

they go to your customer's place of business?

♦ How are customers greeted when they call on the phone or walk into

your office, dealership, job-site, or store?

♦ How's their tone of voice?


♦ Do they sound like they are HAPPY to be servicing customers?

♦ Do they call them by their name and make them feel special?

♦ Do they ask customers if there is anything more they can do for

them?

♦ Do they say "Thank you, Mr. Customer, we appreciate your

business?" Do they sound sincere when they say it?

♦ Do they help them in every way possible?

♦ What kind of answers does the customer get when they contact your

billing department?

♦ What does the shipping department do when the customer has a

special request?

♦ How do the people in your call center treat customers?

♦ If you outsource staff or hire subcontractors to represent you, what is

their level of professionalism?

♦ Do your service people stand on their heads to help

customers and do all they can to support your sales

team?

♦ Does everyone in your company think and act as

brand ambassadors?

♦ Do they take your value proposition seriously?

♦ Does service excellence permeate your entire place

of business?


Everything your people (and anyone who represents your company) say

and do has an affect on sales and customer loyalty. If they don't say and

do the right things they can destroy the reputation of your company as

well as the relationship you have worked so hard to build.

Everyone must understand the importance of customer service and

consistently act as "brand ambassadors" who promote goodwill. They

must realize that the customer is the person who creates and sustains

their job and yours. Every current and potential customer, whether they

give you a great deal of business or are a small account, should be

treated as VIP's.

Establishing a Sales-Service Excellence Culture

Establishing and sustaining a "Sales-Service Excellence Culture" can be

a powerful weapon to help you fight your competition—where everyone

who works at your company (especially the front line people—service

reps, credit managers, shipping people, project managers,

superintendents, the person who answers the phone—everyone in every

job role) consistently seeks out every opportunity to build strong

relationships, exceed customer expectations and provide a great

experience before, during and after the sale.

Every person in your organization must commit to this if you want to win-

over customers, increase word-of-mouth advertising and establish high

levels of customer loyalty. This

holds true whether your company

has five employees, ten thousand

or more. You and your entire sales

team need to be able to depend on

everyone to do everything possible

to please the customer. As I stated,

getting their business is one thing,

keeping it is another.


#1

#2

Make sure everyemployee has alaminated card

printed with yourmission statement.

Below is a step-by step process to assist you in this area:

1) Define the word "culture."

First of all, let's define the word "culture." Gallup

researchers define it as "the attitudes that employees

have about the environment in which they work." I define

it as "the values, attitudes, and behaviors a company

displays in the work environment and with every

customer encounter. It's also your business philosophy. Make sure

you fully understand its meaning so you can communicate it to

others.

2) Make your mission possible.

Regardless of whether you are a major corporation or a small

business, you need a mission statement for your employees and

your customers. Make sure every employee has a laminated card

printed with your mission statement. Make it mandatory that

everyone in your company keeps it on their desk and in view at all

times.

If you don't already have one, create one now. Your mission

statement identifies the direction of your business. It tells people

what they can expect from doing business with you or working for

you. It also defines where the growth of the business will come from.

Examples:

We fulfill dreams through the experiences of motorcycling, by

providing to motorcyclists and to the general public an

expanding line of motorcycles and branded products and

services in selected market segments.

Harley-Davidson Motor Company


To provide the best overall kitchen and bath solutions for

consumers and channel partners in North America

MasterBrand Cabinets, Inc.

Below are some phrases you may find helpful.

♦ TO SERVE our customers by providing

______________________________________________________

♦ TO PROVIDE the highest quality

_______________________________________________________

♦ TO SUPPLY our customers with

_______________________________________________________

♦ TO BUILD a relationship with customers that extends beyond

_______________________________________________________

♦ TO RESPECT, value, and serve our customers and operate with

integrity so as to be deserving of their trust

♦ TO WORK TOGETHER with customers to help them

_______________________________________________________

♦ TO BE A PROFITABLE COMPANY while acting in an ethical and

responsible manner

♦ TO BE INVOLVED IN THE COMMUNITY by

_______________________________________________________

♦ TO BE INVOLVED WITH THE BETTERMENT OF THE WORLD by

_______________________________________________________


#3

#4

3) Create a values statement.

Create a values statement that defines your beliefs, doctrine, and

business philosophy, i.e., What does your company stand for? What

ethical standards do you adhere to? Place the values statement on

the back of the laminated card that is to stay on everyone's desk.

Examples are

• Honesty • Ethics * Integrity • Family

• Health • Safety • Education • Caring

• Freedom • Quality • Continuous Improvement

• Stewardship for the Earth and the Environment

4) Communicate your strategic initiative to your entirecompany – to establish a Sales-Service ExcellenceCulture.

Here's where dynamic leadership is required and your ability to

influence people to follow your lead comes into play. Call your entire

company together and communicate the following:

♦ Your vision for the company

♦ What needs to happen and what is expected from them

♦ The meaning of the word "culture"

♦ Why creating a dynamic sales-service culture is

necessary in order to remain competitive

♦ That smart companies in every industry are making

Sales-Service Excellence an important strategic initiative


♦ That establishing this new culture is critical to your success

♦ How much you appreciate their hard work

♦ That you can't accomplish anything without them

♦ That you need them to display initiative beyond their job description

♦ That everyone from sales to customer service, from marketing to

R&D and from the warehouse to the front desk must fully support

those plans and recognize that everyone must be on the same page

if you are to succeed

♦ That there will be positive outcomes for them (Reward, recognition,

profit-sharing, bonuses, etc.)

♦ That their commitment to this initiative, teamwork and internal

customer service is vital to your success

♦ That their involvement will be required both as individuals and also to

participate in teams that will be working continuously to determine

ways to help your initiative to succeed. These teams can take

fragments of ideas and structure a wide variety of ideas, options and

solutions to problems.

Inform them they are expected to help you with these five projects:

1. Establish or add-to your existing Code of Conduct

2. Create Guiding Principles on how you will treat customers and each

other. These principles will require people to uphold the core values of

honesty, professionalism, ethics, integrity and caring. Give them these

good examples to help them get started.

"We will demonstrate our values each day."

"We will take our value proposition seriously. We will deliver what we

promise to our customers."


Create GuidingPrinciples on

how you will treatcustomers and

each other.

"We will treat each other with mutual respect."

"We will be accountable to each other not only for our

performance, but for the attitude we bring to our job

each day."

"We will practice peer support."

"We will help our customer in every way possible and do

our best to exceed their expectations."

"We will come forth not only with ideas, but solutions to problems."

"We will look for every opportunity to help the sales force / business

development group."

"We will be committed to exhibiting behaviors that help retain

customers and breed customer loyalty".

"We will think and act as "brand-ambassadors" and project a positive

image of our company."

"We will make every effort to exceed customer expectations."

"We will work together as a team with a shared vision for a common

goal for the betterment of their company.

"We will take ownership for role and strive to find new ways to be

better contributors."


3. Create a written service policy. (This policy will eventually be

reproduced it so that people can place it on their desks until they are

memorized and become "second nature" to them. Continually stress

your customer service policy and remind people that your company

takes it seriously. Give them these to get them started.

"Each person will answer the phone in a highly professional manner…

"Customer service, John Jones speaking. How may I help you."

"We will greet customers and call them by name."

"We will end every phone call with, "Thank you, Mr. Smith."

"Each sales person will ask customers how our service reps are

taking care of them."

"We will consistently seek to exceed customer expectations and find

new ways to exceed expectations."

"We will come forth immediately with any complaints or problems the

company should know about."

4. Come forth with ideas to improve the level of service, identify

service flaws, and provide cutting-edge solutions to any service

problems that may exist. also, ideas to diversify what you offer and

introduce new products to the market place that

customers are demanding? (Keep in mind:

People Tend to Promote What they Help to

Create)

5. Bringing a positive attitude to their job and to

customers each day.


#5

#6

#7

Finally communicate your strategic plan, marketing plan, and sales

strategy and obtain their immediate input.

5) Form teams to get started on these projects. Listenand respond to employees.

Form diversified teams of people from different departments and job

roles. Tell them they are to report to you and your sales manager

every two weeks at first, then once a month. Empower them to set

their own meeting times, rules and agendas. Make sure upper level

management listens and responds to their ideas, and selects the

best ones to implement. If they do not respond and take action, your

people will feel they are wasting their time and that their opinions are

falling on deaf ears.

6) Create a formal customer-input program.

Create a formal program where you can consistently obtain

information from customers. Keep in mind, that surveys can be a

good method, but the most effective method is to talk one-on-one

with your customers. If you sell through distributors or dealers, talk

to each one to learn how you can assist them in their sales and

service efforts and uncover any problems that may exist.

7) Make training a priority.

World Class companies invest in training. Studies have proven that

these companies perform at much higher levels and have higher

profits then their competitors. Make continuous learning and

continuous improvement a strong part of your competitive strategy.

Train everyone in the company on customer service skills, and make

sure those skills are applied. Never assume your staff automatically

knows how to handle customers. Be sure they are trained on

INTERNAL service excellence and team communication

as well. There's no way external customers can be

serviced well if your people are not servicing each other

well.


Engage the services of a dynamic trainer who understands the

importance of your initiative and will work hard to deliver a

customized training program. Generic programs do not work and if

you make the mistake of bringing in a trainer to deliver one, you will

be wasting valuable time and resources. A good trainer will "do their

homework" prior to your program and come prepared to address

their challenges and provide skills for their specific job-role.

Here's a practice I encourage my clients to do prior to a training

program. Ask several customers if you can videotape them for a few

minutes. Explain it is for use during a training session. Ask them this

question: "What, specifically do you want and need from our

company?" Bring this tape (or DVD!) to the training session and play

it right after the warm up. Call it, "The Voice of The Customer."

Then, have the trainer facilitate a discussion on what they have just

heard and proceed to identify how well you deliver and where you

need improvement.

Next, make sure everyone on your sales team knows how to

eloquently communicate the benefits of your product or service so

their skills will be far superior the skills of your competitors' sales

team. Train them sales communication skills where so they can

create, memorize and apply the most effective words and phrases

that will influence customers to buy from YOU and not your

competitors. Create, and have them memorize the best responses to

objections and how to close.

At your next sales meeting, (or even sooner) bring a sales

communication expert to help your sales team craft these words and

phrases. Be sure you include a session on sharing best practices.

Providing your people with customized training on your products plus

the topics of leadership, teamwork, communication skills, customer

service, and communication skills is critical to your success. Make

training a strong part of your competitive strategy and learn faster

than your competitors. If you do, you will be far ahead of them.


#8

#9

#10

8) Set up a communication and mentor system.

Set up a communication system for your sales teams so

that together, they can consistently communicate best

practices with each other. This can be easily done through

e-mail, teleconferences, brief meetings or e-mail

publications that are specifically for them. Do the same for

your service team and tell them to share examples of great

service, and how they handled difficult customers and

situations.

Ask seasoned sales pros to assist new hires, especially if your sales

force operates from remote locations. Appoint a mentor for new

service reps.

In addition, have your sales team enlist the advice and expertise of

your techs, product manager, and CSR's.

9) Make sure new-hires fully understand your culture.

Communicate your mission statement, code of conduct, guiding

principals, and service policies to job candidates. Let them know

they must agree to adhere to these, or they will not fit in with your

culture and your team. Hire only the absolute best and most talented

people. Keep in mind, new people can provide ideas from their past

experience that can benefit your company. Don't forget to ask new-

hires for their ideas and input on sales and service excellence as

well.

10) Eliminate dead-weight. Improve, correct or removeunderperformers.

No business can afford to keep people who are incompetent or have

a negative attitude. Just one incompetent or one negative person

can hold back an entire team. Talk to these individuals in private

and ask them to improve their performance or change their attitude.

Remember to ask what you can do to help them.


#11

#12

If you do not see the results you want, take stronger action--have the

courage to remove anyone who will not fit in with your new culture.

Keep in mind, your people may be wondering why you've put up with

them for so long. When you do remove them, you may even hear a

sigh of relief.

11) Recognize whose job it is to instill your new cultureand keep employees motivated to establish yourSales-Service Excellence Culture.

Recognize it’s up to your entire leadership team to keep people

motivated and help instill this culture. Make sure all executives,

managers, and supervisors consistently communicate that everyone

is "in-sales" and that treating customers as VIP's is a must.

Make sure your sales manager has the ability to do just that –

manage! Far too many sales managers are awarded their position

because they were top producers in the past. Can they manage and

motivate your sales force? Can they help them solve problems? If

they can, you have the right person in the position.

12) Keep the spirit alive. Meet and mingle regularly.

If you are a small company, hold monthly meetings to discuss sales

and customer service and reinforce your culture. If you are a large

company, consider following the example of smart companies who

hold town-hall meetings. Make sure every single person in the

company is invited and that your upper level executives are present.

You can hold it during lunch or in the evening immediately after work.

Make sure you have an MC who is upbeat and enthusiastic. At each

event have different people from various departments to speak to the

group each time. Ask them to talk about what their department is

doing right. Make sure these meetings are brief, interesting, and

FUN. Remember, if you can make them laugh, they will keep

coming. Don't be afraid to break the rules. Depending on the size of

your company, you can even hold these in your parking lot with a

small sound system.


#13

#14

#15

13. Follow the example of smart executives andmanagers – send a monthly communication thatspeaks to every employee. Use words that shootstraight from your heart.

I have several clients who apply this best practice: Once a

month, the CEO, President, and VP of Sales and Marketing

each send a brief letter via-e-mail letter that goes to every

employee. In this letter, they thank employees for their

accomplishments, reinforce the importance of Sales-Service

excellence, and state them much they appreciate their hard

work. Many have stated how proud they are to have a great staff.

This is a practice I recommend to all my clients, regardless of the

size of the company.

14) Evaluate on quality, performance, and service!

Make it mandatory for managers to evaluate their people not only on

the quality of their work, but on internal and external customer

service. If your people know they are being evaluated on their

service performance then it will become a priority to them.

15) Grade each other monthly.

Have each department grade each other in the following areas.

♦ Courtesy

♦ Professionalism

♦ Fast response / On time deliveries, etc.

♦ Taking the extra step for customers and team members

♦ Coming up with the best ideas

♦ Safety

♦ Add any areas relevant to your business


#16

#17

#18

16) Recognize and reward

Recognize and reward employees who demonstrate service

excellence and make an extra effort to help the sales team. In doing

so, you will be sending a message to everyone about what you feel

is important. When other employees see what gets rewarded in the

company, then they too will display those behaviors. Do the same for

those who help sell add-on's or refer business to other divisions.

17) Get an outsider's perspective and assistance.

Customers and employees are usually more ready to open up to an

outsider than an insider. Consider engaging the services of a highly

professional consultant who can be a temporary company

ambassador. Select one who is highly motivated, and will be

committed to helping you achieve your goals. Have them to sign a

confidentiality agreement. Then, have them talk to your customers

(or dealers) to find out how you are perceived in the marketplace,

and how well you are delivering what you promise to deliver. Enlist

their services to help you establish your new culture. It will be easy

for you to identify what your company is doing right, and where you

need improvement.

18) Set up a system for customer service measurement.

What gets measured gets done. Set up a system for

customer service measurement. Include customer

retention rates, customer satisfaction, response times,

number of complaints and number of loyal customers.

Determine what measures are important to your business

and make your people accountable for improving them.


#19

#20

19) Recognize that it will take time to instill your newculture. Set the example yourself.

Positive change does not occur overnight. At first, you may

encounter some resistance and uncertainty from your staff on

whether establishing a Sales-Service Excellence culture will be

positive to achieve and that everyone will take ownership for their

role. Make sure you set the tone and be the example for others to

follow. Be relentless in your pursuit of Sales-Service excellence and

consistently communicate its importance to others. And remember,

you bring your attitude to your people and your customers each day.

All eyes are on you and so are all ears!

Never let your guard down when it comes to your attitude.

20) Demand dynamic leadership. Adopt a "Zero-Tolerance for Bad Bosses" policy.

Studies have proven that an employee's manager or immediate

supervisor determines their level of performance and engagement.

Make sure your leaders help instill your new culture by

demonstrating they value your employees and consistently treat

them with dignity and respect. Adopt a "Zero-Tolerance for Bad

Bosses" policy. (I have often wondered how any company can

expect their employees to provide exceptional service if they are not

being treated exceptionally well by their own management!) Make

sure employees feel can speak with you at any time and they don't

need an appointment. If you are being guarded by your assistant or

secretary, you need to change.


#21 21) Provide a working environment that breeds highperformance.

To support your Sales-Service Excellence culture, strive to provide a

working environment that fosters dynamic leadership, employee

involvement and empowerment. Find methods to put the "fun" back

into the workplace where creativity flows and people enjoy coming to

work each day. Make your company a great place to come to work

each day and be a great person to work WITH and not for.

Give your employees the leadership, motivation, training and tools they

need to excel. Show them you care about them as much as you care

about your customers by focusing on their health, morale and well being.

when you do, it will make all the difference in the world. Here's a simple

but smart formula –

Happy People = Happy Customers = Happy Owners/Shareholders

Establishing a Sales-Service Excellence Culture is critical to your

success. You can never take your competition for granted. Everyone in

your organization must have total dedication to your customers and be

engaged in your Sales-Service excellence culture. When you establish a

Sales Service Excellence Culture, you will be in a better position to boost

your sales, increase your profitability, establish high levels of customer

loyalty and be able to maintain strength in the marketplace. With

unrivaled expertise, strive to deliver intuitive and proactive service with a

flawless experience for your customers.

If you don't, then your company will be a place where customers buy

once. Just once.

©Christine Corelli & Associates, Inc.

(847) 581-9968

www.christinespeaks.com

All rights reserved

About Christine CorelliThe competitive edge expert_______________________________________________

Christine Corelli is best known as the author of the popular books Wake Up and

Smell the Competition and the ART of Influencing Customers to BUY From

YOU. She has appeared as a featured guest on numerous radio and TV

interviews and has been published in a multitude of business journals, and

trade publications worldwide.

As founder and president of Christine Corelli & Associates, Inc. a

Chicago-based firm, she works as a professional speaker, consultant, and

facilitator for companies and associations internationally. Her experience

interacting with today's most successful leaders has given her a

philosophy that is simple but definitive—

"Bragging rights" are never enough. "You can boast all you want about your

outstanding product or service and your great reputation. But if you want to

outdistance your current and future competitors, you need to take a fresh

approach to competing and figure out how to deliver more value than those who

offer similar products or services. Then, you need to be willing to take calculated

risks in your sales, marketing and advertising strategies. In the end, the

CUSTOMER will be your final judge and jury. And if you're lucky enough to win

them over, you need a quality employees who act brand ambassadors if you want

to keep them. Businesses don't do business. People do. It's the people in your

company who make the difference."

As a business speaker, Christine is known for her high-energy and often provocative style. With

hundreds of presentations to her credit, she is a true veteran of the platform and maintains an active

speaking calendar. Her impressive client list includes major corporations such as Caterpillar, Reynolds

Aluminum, Marriott, Sears, Honda, Panasonic, ExxonMobil, the National Retail Federation, the National

Realtor® Association, the Harvard Business School Alumni Association, the National Home Builders

Association, Harley-Davidson, United Van Lines, the Construction Financial Management Association

and literally hundreds of mid-sized and small businesses.

Her newest book release, Capture Your Competitor's Customers and Keep Them is scheduled for

Spring, 2006. Her own publication, "Corelli's Clips," is read by thousands of business professionals in

fourteen countries.

To learn more, and to subscribe to her publication, visit her web site www.christinespeaks.com. For

booking information, contact Gene Leigh, Director of Marketing at (800) 417-9968

Documents

HowToCreateASales-ServiceExcellenceCulture