Years ago, the founder and former CEO of Scandinavian Airlines, Jan Carlson, wrote a book titled Moments of Truth. The message reminded the reader that during the course of any one day, there were hundreds of occurrences where a customer is given an opportunity to make an opinion both good and bad about a service provider.
Similar to this truism, I have come to identify specific areas where a person is given reasons to begin questioning a service provider. I refer to these tell-tale signs as “red flags.”
These silent “eye-openers” can come at any time in a number of ways. Let me see if I can clarify today’s message with an example coupled with a warning. (***This is not a fictional example. This happened to me just this week.)
When I recently called a car dealership looking to schedule some yearly maintenance, I expected my call to be answered promptly and with a welcoming voice.
The phone rang… and rang … and rang. I figured the service department was busy, so I gave them the benefit of the doubt. (No red flag yet.) I hung up and redialed only to hear the same ringing sound for what seemed like hours. This time I waited until the voicemail announcement kicked in. “The mailbox for this extension is filled and cannot take any further messages. (This is where the Red Flag entered the picture. All I wanted to do was to talk to somebody so I could write their company a large check. How foolish of me? I asked myself, “How could a highly respected Honda Dealership allow its Service Department to go unattended?”
Not wanting to be one of those disgruntled customers electing to ride silently off into the sunset, casting disparaging remarks toward anybody who would listen, I elected to pursue Plan “B.” I dialed the main reception desk. Surprise! Surprise! No one picked up. Red Flag #2.
How could a Honda Dealership allow its main reception desk to go unattended? I hung up and counted to ten before trying to call the receptionist a second time. Lo and behold, this time my call was answered. Not by the receptionist, but by a passing salesman with a slight hint of arrogance. Red Flag #3. Note: (I did eventually get a call back coupled with a handful of excuses which I imagine made somebody feel better. Just not me.
The self-directed questions began to surface. Who was I dealing with? What kind of outfit is this? Is this the kind of company I want to do business with? Can I trust anything they say or do? My red flags were flying high.
And now to you. You do not want to give your would-be clients reasons to raise their red flags, thereby putting them on alert for what may be in store for them in days to come. You do not want your prospects and/or customers to have an opportunity to begin questioning your sincerity, interest, capability or reputation.
I know you are busy. I know you are underpaid. I know nobody understands the stresses you have to deal with on a daily basis. I know some customers give you heartburn. I know you too have a bag full of excuses. But, I also know that you can’t afford to lose a single customer due to your apparent laziness or lack of attention … or professionalism.
A local Honda Dealership managed to raise my Red Flag and you would think they would think they would know better.
DO NOT ALLOW THIS TO HAPPEN TO YOU AND YOUR COMPANY. PLEASE. NO RED FLAGS.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club, mike@mikemarchev.com.
*** You want more to think about? Check out my weekly podcast (Miked Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.