Professional words are important to selling through great customer service

At a breakfast briefing this morning (bacon rolls if only I'd got the chance to eat one) we talked about selling through great customer service.

There was discussion about creating a welcoming bricks and mortar reception and training staff to be friendly, helpful and informative. They won't be pushing your products and services with every sentence. They'll be selling the idea of doing business with you by giving the customer what they want.

Suppose though, that your potential customer hasn't visited your premises and hasn't yet talked to your staff.

What's the first impression they will have of your business? It'll be an ad in the press, or a brochure they've picked up, or your web site that they've found through a search engine.

So it will be words that have to deliver the excellent service from the outset of your relationship with that potential customer. How can words sell your business?

Just as with people, your words should be helpful, friendly and informative. They should be designed to respond to the customer's needs, rather than just outlining what you do. They should be clear, simple and direct. And they should be well-written and professionally presented.

However wonderful the product or service you deliver is, if you don't present what you can do for your customers well, they will doubt your ability to deliver.