COLA WAR IN NIGERIA (DAY 16)

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Welcome to in Nigeria Day 16

Today, we are going to look at the effect of the people that work in an organization in winning their marketing battles. People make your workplace what it is. They are the face of the organization. They can make or mar your company.

People are assets to an organization but they can end up becoming liabilities. The quality of people you hire will determine the level of success you achieve in the trade. People are the face of your organization. They are the field staff that relate with the customers.

Your customer service is handled by people. When customers are dissatisfied with your product or service, it is the people that can control the damage or exacerbate the situation. When people call to make enquiries, it is the people that will attend to their request.

The manner and approach the staff attends to those making enquiries will influence the decision of the potential customer positively or negatively. I got the attached in my DM regards the way one of the Cola brands responded to a potential customer and there are lessons.

To win the your sales team needs to be very professional. The customer service team must also be friendly and courteous. When people call to make enquiries about a distributorship, you must not be cocky in your response even if you don’t need distributors.

You must give feedback in a friendly manner no matter the pressure you are in. Every customer complaint must be attended to with dexterity. A disgruntled customer can be as a result of an arrogant customer service executive and the consequence might be grievous.

Customer service and relationship marketing is critical to the success of any product. There are some people who buy a product or service because of the people selling it. The salesman built a relationship or bond with the client to that level. You can win the with this.

A good customer service experience makes the consumer satisfied and that enhances repeat purchase. Repeat purchases will enable more sales thereby increasing revenue. A satisfied customer will tell others about your product and that is a way of promoting your product.

Organizations either big or small must train their sales team and the customer service team to be friendly, courteous and above all professional when dealing with customers. This is a subtle way of gaining the confidence of the trade. Salesmen must never be rude or brash.

A rude salesman or a brash customer service executive will make customers turn their back against your brand. You must do everything possible to avoid this. Thank you for staying tuned to the series. See you tomorrow.

Oluwole Dada, (Regional Sales Manager at Nestle Nig. Plc; Member, Chartered Institute of Marketing (UK))

For more insightful conversations, follow Oluwole Dada on Twitter  @oluwole_dada