Salespeak

You Scream, We Scream, We All Scream for...

Many years ago, Baskin Robbins decided that 31 flavors of ice cream should be enough for anyone to chose from. In fact, as a kid, I remember reading down the long list of ice cream flavors from Apple Pie to Walnut and thinking, "HOW am I to pick just one?" Anticipating a next visit to a BR was always an adventure in thinking ahead, such as: "Hum...maybe next time I'll try Blueberry Crunch. That sounds good."

 

Coming from a long line of ice cream afficianados and sweet experts, in general, I can attest to the fact that my Dad always knew which was the best flavor. To our delight, he was generous in sharing his cone with his kids, too. 

 

So you can imagine my surprise when just yesterday, I heard a news story about how BR is now retiring, of all things, French Vanilla. 

 

Now, don't get me wrong. I like French Vanilla. But I also like variety and lots of it. So,deep freezing French Vanilla isn't the end of my pleasant BR future.

 

Do you think that BR spent a great deal of time surveying customers about French Vanilla? How many of their customers will miss that custardy flavor from their palates? 

 

If you are one of them, I want you to consider the parallel of asking your customers their opinion of changes your company may be making. 

 

Sometimes, sales reps think that it's the marketing department's "job" to talk to customers. That's  partially true, but consider this: Who do your customers trust? If you have worked with your customers for a long time and have helped them out of jams; there is a relationship there. 

 

So if you want to gather some information from your customers, asking them directly is a great way to go about it. Here are a few tips to get you started:

 

1. Set a meeting--either over the phone or in person. Make sure your customer knows what types of questions you will be asking before you get together so they can be thinking about the answers in advance.

 

2. Tell the customers WHY you are gathering information for your company. Is it to improve on processes, add to your service line, or reduce the negative effect on the environment?

 

3. Incorporate a deadline into your due diligence. Share with your customers that the objective is slated for completion by X date and you have that target to get your questionnaires completed.