Customer Service & Data Usage
In order to successfully take your products to market,
excellent service after the sale is a requirement to
staying ahead and getting repeat orders.
Since information is power, you must utilize the latest
technologies to gather retail data to monitor sales and promotional
Above and Beyond
Once trade relationships are established and sales are coming in, you
must provide distinctive customer service, during and after the sale. You must
continually provide service to both the trade and to consumers that exceeds
their expectations. Remember, the next guy wants your business. The easiest way
for him to get it is through your poor, sloppy, or uncaring customer service.
What is Customer Service?
Simply put, customer service is treating all your contacts with
respect and dignity. Being proactive and thinking ahead. Being prompt and
courteous with responses. Treating everyone (customer or not) as if they are
vital to your success and happiness. They are! With your customers, you must
|Efficient Order Processing (Make it easy to do
|Kept Delivery Promises (When, where, how, as)
|Service After The Sale (Whatever it takes) |
|Exceeding Expectations of Quality (Constantly improve
service and products) |
|Relationship Building (This is the key) |
Find and study model programs that will enable you to
delight your customers and build your business.
The Power of Information
Penetration, Then Saturation (or, If You're Not
Going Forward, You Must Be Falling Behind)
One you've got distribution moving your sales are great, profits are up, and
complaints are down-- BEWARE! This is a rapidly changing environment. To stand
still, in any area, is to fall behind your competition. You must constantly
improve: your products (and develop new ones), your price, your package, your
service, your sales.
How do you improve sales that are already showing
skyrocketing growth? Information!
Technology now enables marketers to gather and analyze sales volume
at retail, selling price, even whether a customer used a coupon (and for how
much) to purchase your product. You can determine the best day and hour for your
product sales at any given location, pinpointed to a particular store. For the
right money, you can tell who bought your product, what kind of car they drive,
how many kids, and, well, fortunately for marketers, the list goes on.
Door to Door
Even basic and affordable syndicated data with simple reports and
competitive analysis, coupled with available demographic information can help
maximize your sales, store by store. And store by store is how you grow
Do you know if the invoice deduction you received for the temporary
price reduction in the Peoria market was reflected all the way to the consumer?
Do you have the full space, number of facings, variety, and secondary display as
negotiated and promised in Tucson? Are you promoting at the right time? In the
right place? What are your competitors up to?
Not knowing these thing can cost thousands or hundreds
of thousands - millions of dollars! It could cost you your business!
I don't get a cut, but tell 'em "The Fooddude™ sent
Several companies provide the latest technologies for gathering and
analyzing the data you need to succeed. This type of information is also
excellent when used to create compelling sales arguments to current and new
customers. It's may not appear cheap, but how do you quantify success without
it? Here are two good sources of this information. Both are located in the
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