Most services that people buy can easily be identified as being completed or not. However, there are some services that always leave a little doubt in the customer’s mind. Did you really do your job? Or did you just take the customer’s money, blow some smoke, wave your hands, and walk away?
Before and After
We recently took our car to National Tire and Battery (NTB) to get a flat tire fixed and our tires rotated. When I went to pick up the car, the original flat was back in the same spot it started. This clearly indicated that they didn’t rotate the tires!
However, if I hadn’t started with a flat then I might not have known they didn’t rotate the tires since they all look the same. A good solution to this problem at the tire shop would be to walk out with the customer and mark the tires with chalk to indicate their original position. When the customer returns for the car, he’ll be able to clearly see that the tires have been moved.
If your business provides a service whose results may be hard to spot, you’ll need to clearly show the customer the before and after effects of your labors. This could be done with pictures or even helping the customer to see the work you’ve done by giving them a behind-the-scenes peak at the parts you replaced or the magic you’ve performed.
Let Them Watch
Whenever I get my oil changed, I like to watch the mechanics like a hawk to be sure they really do change my oil and fill up my other auto fluids. Jiffy Lube and other drive-thru oil change services usually have windows in the waiting room that allow customers to see what is happening. My current oil change guy actually comes to my house and changes the oil right out front.
If possible, don’t work in secret! Let your customers see how things are done. Allow them to keep an eye on things as they progress.
Can you prove it?
Take a look at the services you provide from a customer’s perspective. Will the customer really know your pest control company sprayed the outside of her house while she was away? Will the customer really know if you changed the oil in her car?
Help the customer feel comfortable with your service by keeping them in the loop:
- explain what you’ll be doing
- instruct the customer how they can tell you’ve done your job correctly
- let them watch you work
- show them what things look like before and after you complete your service
- answer customer questions
By keeping your customers informed of your work, they’ll be more comfortable with your service and that means more business!