You Must Earn Your Customers' Business

With so many choices today for everything we buy, whether it's food, furniture, clothing or cars, customer service is more important than it's ever been. Customers have tons of places to buy products, either in brick and mortar establishments or online, but not every place delivers a high level of customer service that is a key factor in making a buying decision for many consumers.

I can relate first-hand, having recently been in a camera shop with the intention of buying a new digital camera. But based on the mediocre customer service experience I had, I walked out without making a purchase. And, two weeks later I made my purchase at another store.

The salesman at the first store did not greet me with any enthusiasm. He did not ask me any questions to be able to best help me find the right camera for my needs. He did not give me clear answers to my questions and seemed to struggle with differentiating cameras when I asked about the features of different models. He seemed to be more interested in knowing whether or not I was going to be buying a camera that day. I was ready to buy a camera that day, but I felt that he did not earn my business.

Certain basic elements must constitute a buyer/seller experience to result in great customer service.

Product knowledge. Sellers should know their products inside and out, and be able to recite key features and benefits with...