If you are of a certain age, you are familiar with the song, Living Next Door to Alice by Smokie. For the uninitiated, the chorus explains the song: “Twenty-four years just waitin’ for a chance, to tell her how I feel and maybe get a second glance, now I’ve gotta get used to not living next door to Alice.” If only he had shot his shot within 24 days, instead of waiting 24 years! If only salespeople responded sooner rather than later to customers. That would make all the difference. Your speed of responsiveness can get, or lose you, sales. Here are three true stories to demonstrate why your degree of responsiveness is important in sales and business. And what to do about it.
1. The cost of silence: how delays can miss sales and damage reputations
“I went with this University because of the speed they got back to me on. I sent my query, while splayed out on the sofa on an easy Sunday afternoon. What I wanted were details on a Masters degree in Strategic Management. So, I sent my query to 6 Universities. Naturally, I wasn’t expecting a response till the following (working) day at least. You can imagine my pleasant surprise therefore, when I got a call two hours later. Not an email or text or automatic response but an actual call. I was caught so unawares, that I was stammering in the initial minutes of conversation. Anyway, the lady at the other end of the line gave me the information I wanted and agreed we could meet the following morning at 10.
We did. And turns out they had exactly what I sought, and then some. Later that Monday morning, two other Universities responded, one from outside the country. The fourth, just like the second and third, responded on Tuesday with a generic email. The remaining two have never responded to date. Yet, one of them was my preferred choice. I had even tried calling and writing to the representative recommended, before I had made the query that Sunday. Alas, I went with the first and fastest one.” Your speed of responsiveness can get, or lose you, sales.
2. Speed matters in Sales – Even with personal relationships
“Whereas water is our business, and we are known for pumps, we don’t offer borehole drilling services. However, once it’s sunk we offer water testing services and can install a submersible pump. But speed is of the essence. I am a victim of not responding fast enough, despite being the Head of Sales. My slow degree of responsiveness was informed by the fact that we are in the same prayer group with the prospect. She had even approached me to ask if we sink boreholes and I had told her no, but that once it’s sunk to let me know. And she did. But hey, she’s a personal friend and we meet every Wednesday evening for prayers.
So, for sure she would tell me if anything was amiss with the salesperson, I had assigned the lead to. Long story short, we never got the job and it wasn’t her fault. She had hinted that our speed of responsiveness was wanting but I just didn’t think she’d deny us the work. Well, she did. Her reason: “The borehole digger could offer those services and being on site was very persistent in asking that I let him do the job. He even equated his pricing of the service to yours. You guys (sic) never followed up and I really needed the borehole functioning.” Your customer’s pain will not be held ransom by his relationship to you, no matter how personal. His pain is much more pressing. And a slow response is costly.
3. Turning Critics into Advocates: An example of responsiveness in customer service
“Like any other Kenyan, I have motor insurance because the law requires it, and not because I believe they will pay. So, when this garbage truck hit me from behind crushing the boot of my car, I did what any bona fide Kenyan would. I took photos, sent them to my mechanic and engaged the culprit negotiating for payment. Anything to avoid engaging with the insurance company. Unfortunately, the driver was just that-a driver. Amidst his profuse apologies, he asked that we call the owner.
Meanwhile, my mechanic called to say, the extent of the damage needed the intervention of the insurance company. It was now slightly after 5p.m. I grudgingly called, not expecting the phone to be picked, let alone any friction-free help. So, you can imagine how pleasantly surprised I was, when the ‘phone was picked. And even more when, after stating I had been in an accident, the representative, empathetically asking, “Are you Ok?” My heart warmed further when within minutes he had told me what to do. Long story short, my car was back on the road fully repaired inside 5 days. They not only paid, they walked with me through the process. Today, I happily tell anyone that cares to listen about AIG Insurance.”
Your speed of responsiveness in sales matters. Is a quick response desperation or strategy?
Now then There are those that argue that sending a quick response shows desperation. Maybe. But in this fast paced, is there an app for that (?), interconnected 21st century, where customers are accustomed to responses at the click of the button, is it though?
Your speed of responsiveness can get, or lose you, the sale. How timely is yours?
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