FOR IMMEDIATE RELEASE CONTACT: Tom Ellis
October 11, 2007 Ellis Communications, Inc.
Phone: (417) 881-5635
Email: tom@elliscomm.com
PHOENIX, Ariz. – The last thing a telecom needs is an employee with
direct customer contact who creates doubts about the company’s products and
services.
“This can and does happen,” says David Saxby, president of Measure-X, a company
that specializes in helping telephone companies improve their customer service
and sales. “Whether it’s a customer service representative or field personnel
chatting with customers on service calls, unprepared and unprofessional telecom
employees can create what I call ‘doubtcomes.’ The end result is a marketing
opportunity gone wrong and a customer who is hesitant to purchase additional
services.”
Saxby suggests telecoms determine if their employees are guilty of any of the
following creators of “doubtcomes.”
Poor Preparation. “Unprepared professionals don’t come across as
professional,” Saxby says. “Doubt is raised as to their ability to get the job
done and provide quality service.”
Uncertainty. “If you doubt yourself and the value you provide, how can
you expect your customers to feel confident in what you are offering or
providing?” Saxby asks.
Hyperbole. Employees who overstep the bounds of truth when discussing a
product or service raise doubts in customers’ minds, Saxby says. “This is one
reason marketing has such a bad name,” Saxby notes. “Oftentimes, it just doesn’t
sound believable. Speak the truth.”
Vague Benefits. “If you’re not specific about what your customers will
get in the way of benefits, they may doubt that you can actually deliver,” Saxby
says. “What you’re telling them must be specific and clearly beneficial.”
Suspect Success Stories. Examples of how products and services have been
beneficial for other customers better not be suspect, Saxby warns. “If your
stories aren’t completely on the up-and-up and you aren’t able to fill in
important details, the doubt increases the more you spin your yarn,” Saxby
notes.
Incorrect Information. “When it’s obvious you don’t know your stuff – you
give wrong answers or incomplete information – doubt takes over in the
customer’s mind,” Saxby says.
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Measure-X is a measurement, training and recognition company that specializes
in customer service and sales skills. For more information on Measure-X, call
888-644-5499 or visit its Web site at
www.measure-x.com.
