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The statement should strike horror in the minds and hearts of every front line Customer Service operative.
Translated, "I didn't know you did that?" usually means three things:
1. You just lost a potential sale.
2. You may have opened the door to a competitor.
3. You have not educated your customer.
A key Customer Service role is in educating customer about all the services you can provide?
Education leads to cross selling opportunities.
Financial institutions, as they have with many market techniques, led the way with this one. Successful consumer banks are masters at cross selling. Look at all the products they sell: checking accounts, savings accounts, CDs, credit cards, mortgages, safe deposit boxes, personal loans of all types, cashier's check ... and the list goes on.
And bank cross selling emphasis is based on the well established fact that customers with multiple services are 1) more profitable and 2) stay customers longer. Two VERY good things.
Let's take another page out of the bank marketing book: CONTINUALLY PROMOTE all your services.
Look at your bank's statement inserts, the walls of bank and branch offices, drive in teller stations, brochure racks and table toppers. Banks continually promote all of their products and services.
Okay, you're not a bank, but you still can actively promote ALL you can do for customers:
- Consider a list of services at the bottom of each email (instead of all that legal mumbo jumbo that no one reads anyway).
- List services on statements and invoices.
- List services on delivery boxes.
- Send a "Did You Know" service reminder email once a month to all customers (and prospects).
- Learn selling CUES
- Look for logical connections and extensions of work you already do
- Ask customers about your unused services
There no magic to Customer Service cross selling ... just a steady drum beat of activity that leads to increased sales and more opportunities to DELIGHT CUSTOMERS!
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