The Answer To Where Great Work Comes From… And a Story To Share
I was reading Denny Hatch’s 2,239 Tested Secrets for Direct Marketing Success, and came across Drayton Bird’s quote above, which reminded me of a story…
Great work comes from people who exceed the bounds of what they are expected to do. – Drayton Bird
Customer satisfaction was one of the main driving points when I was selling Cervélo bikes (and other brands) at Bikes n Bites. And why shouldn’t it be so?
After all, any one or any shop can sell a bike. But how many make it easy and painless for a customer to buy? And to buy again?
About 2 months ago, a customer called from Hong Kong wanting to buy a Cervélo S3. Somehow, his emails weren’t getting through to us and he was also getting frustrated.
This was because his race day in Indonesia was coming!
After going through a few phone calls and not getting his email again, I waited anxiously for his call, which indeed came, and I moved the conversation to Whatsapp.
It’s a fast and free way to communicate between two countries, instead of having to spend on expensive sms.
Long story short, he wanted a size 58 bike, but after I checked against photos of his current bike, he actually needed a size 61!
He also intended to fly to Singapore, come to the shop, get fitted and then go to Tanah Merah Ferry Terminal to catch the boat to his race.
The shop mechanics, Mickie and Rahim, did a good job building and setting up the new bike to within millimetres of his current (old?) bike.
Rahim had also advised against going ahead and building up a size 58 first, in case the size was wrong. Incredible foresight, he had too!
And then… the plans changed! The customer could only meet directly at Tanah Merah and then head straight off to his race.
He also added a pair of extension bars, which had to be fitted on (by Mickie) 30 minutes before I left on GoGoVan. (GoGoVan is like the Uber of delivery vans in Singapore)
Seeing the customer’s huge grin made it all worth the effort! He was pleased as punch, and gushed how the bike was setup just right.
“You’re a legend!” was something he repeated 2-3 times that day. But credit cannot go to me alone. It must also go to my two fine (ex-)colleagues, Mickie and Rahim. Without them to build up the bike on such short notice, the sale wouldn’t have gone through at all. And the customer wouldn’t have a new and good bike to race with.
Anyhow, my key takeaways are:
– Make it as easy and as painless as possible for the customer to buy.
– Provide such great service that they won’t, or can’t, look anywhere else. Customers do compare with other shops, after all!
– Quickly Whatsapp to communicate and strike while the iron is hot. Email can sometimes be too slow, or mail gets lost.
– Go above and beyond the call of duty.
– Have a great team who have your back and deliver.
Do you have your own story to share? Or recall a good experience you received from someone? How important do you think something like that is to sales and getting you to buy again?