The wheels come off!

A good friend of mine wanted a new head torch for her cycle helmet and so popped along to the local branch of Moore’s Cycles; she had shopped there before.

Unfortunately, they were just closing but the person on the door was really helpful, gave her a couple of ideas, and suggested that she call in the morning just to confirm that they had them in stock, so she didn’t waste her time coming to the store only to find they were out of stock.

The next day she called and asked the person who answered what head torches they had in the shop. It wasn’t the same person who had been so helpful the evening before – and what a difference.

This person had no interest in advising on head torches, let alone checking which ones they might have in stock. Instead they suggested checking on their website and then calling them back to see if they held the one she wanted.

Being somewhat taken aback she hung up and went online. It didn’t take long on the Moore’s website to pick the one that best suited her. But then the obvious thing happened. She checked the price from other suppliers. And guess what?! She could buy exactly the same head torch somewhere else but for 25% less. Moore’s Cycles had lost a sale and, more importantly, possibly a long-term customer.

This was all because of two very different members of staff and I wonder just how much other business this unhelpful member of staff is costing Moore’s.

If you have staff, any staff, that have customer contact, do you know how they portray, not only your company, but also themselves? If not, you could have staff, just like Moore’s, that are costing you a great deal of money.

Author: David Wimblett

Business Mentor helping SMEs build their businesses by finding exactly the right customers that are perfect for them. Started my first business as a 21 year old. Live in Chilworth, Guildford, Surrey with my wife. We have four grown-up sons. Author of 'The 10 Year Breakfast' and 'BNI: One Bite at a Time'.

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