Sales Commandments

Review of \"The Sales Bible\"
By PAULA PARISOT
5/26/2005

In sales, working smarter really means working harder at winning customer loyalty. Proper follow-up, timely turnaround and sufficient attention after the sale can lead to more future business and less upfront work.

Avoiding time spent in the cold calling pit takes the ability to reach above and beyond excellent customer service, and sales trainer guru Jeffrey Gitomer believes that this now means "satisfactory customer service is no longer acceptable."

In his book, The Sales Bible: The Ultimate Sales Resource, Revised Edition, Gitomer addressed the secrets of outstanding customer service with the help of motivational speaker Ty Boyd, and the customer service philosophy of a few corporate giants.

Gitomer said there are certain key attributes that Boyd presented in his customer service seminars that form the framework of great customer service.

These attributes include "dedication to customer satisfaction" from every single employee that the customer has contact with. This includes the receptionist who answers the phone -- representing the company's first impression, to the customer service representative that takes complaints -- whose response can leave a lasting impression.

A timely response to a customer's request or complaint as well as taking responsibility for any complaints, and fulfilling promises are other attributes that must be displayed to win over the customer for a long-term relationship, the book said.

"Outstanding customer service is a powerful sales tool," Gitomer said. Examples of outstanding customer service presented by Boyd, the book said, included Auto Zone's philosophy that their representatives are knowledgeable, high-energy, and never sell more than what is absolutely needed. And the book stated that L.L. Bean has a policy that "before an employee can say no to a customer, he or she must have senior management approval."

And when handling complaints, Gitomer advised, a salesperson must seize the "opportunity to solidify your relationship." For example, he said to let them know their problem is understood; empathize with them; make sure it gets handled in a timely fashion; be sure to follow-up after the problem is solved and then ask for a letter attesting to the company's ability to resolve the situation.

"If the problem is left unresolved," Gitomer concluded, "the customer will surely find your competition."

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