Feature: Commonsense and courtesy

Our industry is dominated to a large degree by product but we sometimes overlook the fact that service drives product.

How should we be dealing with customers? All companies will, no doubt, have their own methods, however there are a few key pointers we all need to bear in mind to conduct successful business looking towards the future.Our industry is dominated to a large degree by product but we sometimes overlook the fact that service drives product.

Firstly, when a request for a quote comes in, it should be started and processed efficiently and quickly. If companies don’t have the time to service quotes they need to reply to the client with immediate effect to update them. Responding immediately whatever the situation will gain respect from the prospective client.

Communication is not just about emails back and forth, but about clients/suppliers taking the time to talk on the phone to gain a clearer understanding of what is required and how the supplier can help.

Before quoting on a piece of business, companies need to ensure the quote is presented and broken down efficiently, giving the client all the answers they have to initial questions. Companies also must ensure they have an understanding of the market and project. They need to be aware of the market’s charging rates for the product/service and be careful not to misquote any element of the pricing structure. If costs are misquoted it is up to the company to honour the original quote.

Companies also need to build in realistic timeframes for delivery. This can make or break a campaign’s roll out. The key point here is that honesty with the client is the best policy to avoid any future unpleasant situations.

In essence, good service is about listening to your clients and taking full responsibility to build a trusting long term relationship.

For more information, visit the new bpma website, www.bpma.co.uk and see the Getting It Right Guides section for best practice on a range of key industry subjects.