The Pedestal Group

When was the last time you went through your process as a customer?  For most people, it has been awhile.  Here’s a worst-case scenario I just experienced that illustrates a number of good points.

I have a client in need of a database product.  In the course of my evaluation of software, I went to the top software’s website.  I’ll be nice and leave them anonymous.  They have an on-line chat feature so I used it.  Twice “Alex” greeted me and asked how he could help and twice while I was talking he hung up.  I, thinking both times were software glitches, tried a third time. I got “Stephanie”. We got through her questions for me and she indicated I needed an account rep.  Great. On to the next part of the process. Instead, the person who left me a voice mail was Alex. When I returned the call, I was told they couldn’t connect me to an account rep without the client name. When I questioned why they needed that, it was because they might already be in the system.  Since they haven’t ever looked into a database product, I knew that wasn’t the case but when I said so, I was told I had no way of knowing that in a tone that sounded like he thought I was lying. Needless to say the call went downhill from there.

I did speak with another rep and when we talked about the client name piece, the second rep indicated that if they help a customer who is already assigned elsewhere, they don’t get the “credit”.  And there is no way to reassign an account from one rep to another so if I want to talk to someone at this company, I have to work through Alex. Period.  Oh -and just for fun – all the account reps and managers are in Vegas today at a sales kickoff meeting.

So basically a new customer calling in has to give their name, phone, company name, address, and email address so that the rep can see if they are in the computer and if they are, transfer them to someone else who may or may not be available.  It is not in the best interest of the person who answers the phone to answer any questions the caller has because it may not be their account.  And at the end of the day, they only get “credit” (I’ll translate as commission) for those accounts assigned to them.  None of this takes the customer’s needs into account. AND THEY SELL SALES SOFTWARE!!!!!!!!!!!!

So, I ask you – when was the last time you jumped through your sales process hoops as a customer?  Do you set up road blocks or systems that encourage the wrong behaviors?  Are people on an incentive plan to help customers or themselves?  It is definitely time to take a look.

A friend called this week to see what I thought of adding the word process to his tag line.  He has a rock-solid process to help his clients and he is very proud of it.  But as we talked, he realized that there is no way to convey what his process really offers without a lot more words and in a tag line, that wasn’t practical.  The reality is if you check his competitor’s websites, they ALL have rockin’ processes that are going to solve the world’s problems so it was tough to stand out with just using the word process.

There was a time when people didn’t have processes.  Then, it was vital to mention you had one and clients wanted details.  How could you ensure you would be able to replicate your results if you didn’t have a process?  Today, most people talk about a process so it has lost the impact.  Today, you have to illustrate your process differently.

For some of my clients, we design a graphic to illustrate their process.  These pictures convey exactly how the process will repeat the success and are easy to follow.  In fact, I’ve had a couple of clients that when we tried to draw their process we couldn’t and they have gone back and simplified the whole thing!  Another option is to name the process.  Giving it a name gives it meaning as well and also an opportunity to discuss where the name came from, how it works, etc. A third option is to highlight a key step in the process – “we focus on the “XYZ” of our process to ensure world-changing results”.  Again, this changes the game and gives the client something to talk about instead of blowing off your process as just another process.

Generic words that are used by everyone shouldn’t be part of your brand unless you are using them in an unconventional way.  Instead, use pictures, names or call outs to really bring your message home.

When you are working with clients, candidates or customers, do you ever overcompensate for problems that happened in the past?  I’m confident this sticker, which appeared on a gas pump I stopped at yesterday, was in response to people claiming to not understand they were suppose to pay “in advance” when it just said to “prepay”. I totally get that.  But the result is to put up a sticker than technically makes no sense?  Not cool.

All of us have had times when people have taken advantage of a situation and then wanted to prevent it in the future. But if you ever hear yourself say, “sorry we have to go through this – it is policy” you should really stop and think about WHY it is policy.  What is in it for the company that makes it important?  Is it more important than getting your client through the process quickly and focused on their needs?