Synthesis, Inc. - Synthesis, Inc. - Administrative Support for Creative People

Recently we made a recommendation for a colleague we met at our networking club. Although we had not used this commercial service ourselves, we knew this company had been in business over sixty years and the young representative was second-generation leadership. The price for the service was less than what our clients were paying and our colleague responded to our referral in a timely manner.

 It went south when they performed the service. Actually, it began when my colleague met with my client. According to my client, while they were discussing the potential sale, the salesperson took a cell phone call. And walked away from my client. My client almost threw in the towel at that point, but based on the fact we recommended the service, he persevered.

NOTE: Turn OFF the phone. Don’t even be tempted to open your phone when it vibrates to see who called or e-mailed. It is unprofessional at the least; stupid sales at the worst.

Finally, the crew arrived to perform the service. It was unbelievably bad. When my client called to give me feedback on the referral, the service was SO bad, we both started laughing as he described each detail. My client is going to give my colleague one more opportunity to make it right, but after that, it’s a no-go. Same with my referrals.

When I got back to the office, ironically I had a thank-you note from my colleague in the mail. In getting the deal, he did everything right – his demeanor, his responsiveness, his follow up with me. Too bad the service didn’t match the diligence of the sale.

We just completed a webinar on Social Networking Hazards. In our fragmented society, with so many opportunities to spider-web our services through LinkedIn, Twitter, Chamber meetings etc., we have multiple opportunities to get it right. And just as many to get it wrong. When selling, keep in mind three important points:

1. Quality Control – how many sales does it take before you have a dwindling return on your service?
Do you have your eye on the Top Line without considering the Bottom Line: the delivery of the promise to the client?

2. If you are not the service provider, how often are you present at the time of delivery?
Do you watch the product being installed, drop in on your crews, or follow up on your subcontractors? It is your name, your reputation that is on the line – both personally and professionally. The sale is only the beginning (or the end) of a relationship.

3. Surveys – how often do you get anonymous feedback from your clients?
If you don’t use surveys, how often do you make contact with people who have purchased your product or service? Once? Once or twice a quarter? Go back through your database and spend an afternoon following up on last month’s sales. You may learn something that will invaluable the next time you approach a prospect.

My client and I are going to see how quickly my colleague recovers from his mistake. We are both in service businesses that often require other people’s input to create the final product. Complaints happen; it’s in the resolution where you can recover and retain future business.

Make sure you are not so busy selling, you can’t deliver. Before you Tweet, Friend, Link, Shmooze or Direct Mail, get the delivery squared away.