Great customer service can make you or break you. High-quality products are important, but even more important are the services offered by you, the dealer, to ensure when the customer is paying for his or her product, that customer is getting more than just a product that could have likely been purchased down the road from another business. Be sure to set your company up for success by distinguishing it as the company with great products and exceptional personal service.

In an era where many things are becoming automated, don’t let your service become one of them. Customers and prospective customers still want that face-to-face interaction – a smile, handshake and acknowledgement that a human with a heart is listening to and hearing their challenges while thinking of ways to help. There are several ways that you and your employees can differentiate your business by providing the best personal service possible. Here are four we highly encourage you try out.

1. Listen. Yes, this seems so simple, yet sometimes we really don’t pay attention while the customer is speaking, and yet we think we have all the answers. On my recent flight home from the Cattlemen’s Convention, my flight was delayed. However, just one gate down, there was a flight to Bloomington that was on time. I asked the airline customer service agent if I could be rebooked onto that flight. He said that airport wasn’t close to my “home” airport and argued that he could rebook me to Wichita. Bloomington might not have been close to my original airport, but when you live in Western Illinois, you know your airport options, and it was a lot closer than Wichita, eight hours away. However, this agent wouldn’t listen to me. He only would look at his computer and offer to rebook me to a place that was not feasible.
2. Use Names. Names are the most personal possession, and when we use a person’s name it shows we care. A recent study shows that our names are so important to us that hearing them triggers an entirely different part of our brain than any other words. And when we use our own names, that makes the relationship even more personal, like when making a phone call or sending an email or letter. Wouldn’t you rather get an email or note from “Joe” instead of “The Feed Store”?
3. Know your customers. For most people this comes as second nature, but as you grow your customer base and get busier, don’t forget that customers are people. Asking about their family, their cow herd, and new horse they’ve purchased or even their pets will spur on conversation and show that you care about the person, not just the customer. And maybe you can’t remember the kids’ names, but you read an article about them in the local paper, ask how the kids are doing. That will be enough to make a proud parent’s visit.
4. Respond quickly. Nobody likes to wait, or even worse be put on hold. Now, there is no way to get to everyone’s request the minute they make them, but do be cognizant of the time it takes you to respond to a customer. If they are on the other end of the phone, and you are looking for a product or a person to put them in touch with, suggest calling them back as soon as the answer or person is found. That way they are not wasting their time on hold, and you are not feeling rushed. Try to return phone calls and emails each day and be prepared when you do.

“Personal service” isn’t just a buzzword created to add to your already busy life. It is an important, valuable concept that can help you grow your business. Happy customers will tell their friends and peers about exceptional service; but they will tell everyone about poor service, something you don’t want to be the topic of!

Providing personal service isn’t hard. In fact, it is something most people do every day. Just remember, it can pay off by distinguishing your business and leading to growth.

Differentiation is what sets your business apart from the four other farm stores, feed dealers and on-farm supplement suppliers in the tri-county area. But how can you set yourself apart in the marketplace? Just think about what makes it on your 10 o’clock news each night – besides politics and viruses. Stories that are unique, controversial or innovative find their way in front of the viewer audiences. Companies that offer unique or innovative products and services that leave customers something to talk about will attract business and create consumer awareness.

Differentiation is to your strategic advantage. Here are three ways to distinguish your business from your competitors.

Make Your Offer Compelling

Steve Jobs said, “Innovation distinguishes between a leader and a follower.”

Compelling companies are leaders. They are the talk of the town, and this buzz allows the business to gain momentum and grow sales. Now, you’re probably asking yourself what you can do in your particular industry to create buzz. That’s where your innovation and creativity get to thrive. Perhaps you offer a timely promotion for your customers once a year on a product that most everyone uses. Or, you could offer a customer appreciation incentive based on volume of business or number of new customer referrals. Providing education through a producer meeting or open house often sets your business apart, as people appreciate being kept in the know on new products, how to solve challenges in their businesses and learning of new services your business might offer.

Remember, making your business stand out starts with a good product, but also needs to be complemented with exceptional service. That’s why it is important to hire and train employees who are knowledgeable that can show their passion for what they do.

Climb the Reputation Ladder

“It takes many good deeds to build a good reputation, and only one bad one to lose it,” said Benjamin Franklin.

The words spoken by Mr. Franklin could not be truer, especially in a digital world, where one wrong move is recorded and can be shared globally via text message or social media with the click of a button. Being known as a reputable company that really cares about its people – both customers and employees – is the first rung in the ladder of trust. And, building trust is the foundation to any long-term relationship. According to inc.com, “creating a good business reputation means honoring a product-returns policy; delivering on time; providing timely and friendly service; publishing accurate ingredients, as well as keeping factual records; and ensuring that goods are safe for consumption.”

Earn Big with Premium Services and Products

The problem with offering products or services similar to everyone else is that it turns your company into a commodity business. Show your customers that you’re a value-added company by explaning how your products add value. It doesn’t take many testimonials or much math to show your potential customers the ROI on a premium product like VitaFerm® Concept•Aid®. Track your customers ordering habits and remind them when they are likely low on the products that they need for the particular season they are in. Offer delivery or stay open later for “after work” pick up. All of these things might seem small, but to the customer, they add a premium and a value, making you stand out from the competition.

Distinguish your business. It’s better to stand out from the crowd, especially when you are differentiating yourself in a positive light. Be unique. Be innovative and uphold the kind of reputation that will make your customers want to come back time and time again.