My Business Tips by
Tim Shaw www.timshaw.com.au March 2008
Customer Service is always part of the sale.
I spoke last month about building your personal brand
and the feedback has been terrific. We all have a personal
brand attached to the business brand that we work for and
with. Your choice is to what level you are prepared to protect
or add value to the brand relationship with consumers as it
is consumers who support or discard your brand and, in turn,
your business if you fail to totally deliver on the sales
Recently I sought a warranty repair on my mobile phone which
is under contract with a telco. I was told that certain elements
of the recently acquired phone were now no longer under warranty.
I was not happy with that answer and pointed out to the sales
person that at the end of the day, my relationship was not
with the phone manufacturer, it was in fact with the telco
I had the contract with. The phone is merely a means to facilitate
that now 16 year relationship.
It took some convincing. I was first told I should have sought
warranty support earlier when the part first failed. I explained
I was a busy person and was not able to get to the store earlier.
I reminded this brand representative that at the end of the
day, my customer service experience would reflect on my 16
year relationship with them. They had to make a decision that
was outside of the standard warranty terms. They did. They
valued me as a customer more than the terms of the manufacturers
warranty and replaced the faulty, out of warranty item at
no charge to me. If you as a customer don't ask, then you
See how embracing the ethos of a brand including customer
service and long term relationship is so core to the business
you as a salesperson do with a customer. Not everything is
black and white. We need to include some 'grey' in the equation
and assess each customer and their issues on merit.
It is a 'shaw' way to protect your brand trust and to make that salesperson a 'brand hero' in the eyes of a customer. Even the largest corporation is made up of people just like you and me. We should remind ourselves of what we as customers would like or appreciate ourselves by putting ourselves in the customer's shoes too. Ask not what your customer can do for you, but what you can do for your customer, they are every salespersons ultimate employer! Never forget it!
Happy personal brand building and Selling!
Tim Shaw appears as the sales and marketing expert on
Kochies Business Builders - Channel 7 from with David Koch
10am on Sunday mornings after Weekend Sunrise .
He can diagnose sales and marketing opportunities available
for your business today. Tim is available as a keynote speaker
for your next sales meeting or conference. Visit
or contact Tim directly at firstname.lastname@example.org