| Did you know that every single time we make a | | | | to guide customers through the ordering process and |
| purchase we do the same four things? Did you also | | | | ensure they got a solution that fit their needs correctly. |
| know that the world's most successful businesses are | | | | Take Delivery |
| now organizing their corporate structures around | | | | So after the order has been placed, someone needs |
| helping customers with these 4 basic steps? It is no | | | | to fill your order. With my recent cell phone purchase |
| longer enough to just understand the value of your | | | | the same person who sold it to me and took the order |
| products and services. You must understand the | | | | then took my old phone, went to the back room, and |
| actions people take once they decide to find a solution | | | | came out a few minutes later with my new phone. It |
| to their problem to ensure you are not missing out on | | | | was all set up complete with all the contacts from my |
| big opportunities to satisfy your customers, and build | | | | old copied onto it. I have no idea whether he did it |
| customer loyalty. | | | | himself or handed it to a technician to do. Frankly, I |
| Let's assume for the moment that someone knows | | | | don't care. I just know my salesman took care of it. |
| they have a problem, and they've decided they want | | | | In the industrial world, taking delivery is a little more |
| to solve it. There are 4 steps to finding a solution that | | | | complicated, but it follows the same basic steps. |
| people always follow: | | | | Instead of going into the back room, the equipment is |
| 1. Search for things that could address the need or | | | | ordered from a factory, and team of people are |
| want | | | | engaged in building and configuring the equipment. |
| 2. Decide on a solution and set out to get it | | | | Shipping is then arranged with the customer including |
| 3. Take it and get it ready to use | | | | transport and cross-border customs clearing. On first |
| 4. Use it | | | | deliveries the customer often comes to the factory to |
| All problem solving can be broken down into these | | | | do some tests and provide formal acceptance. Some |
| four basic stages. Here's a more familiar way to look | | | | changes are almost always made at this point. After |
| at it: | | | | shipping the first ones to the installation site, an |
| 1. Go shopping | | | | engineer is often deployed to help set it up and ensure |
| 2. Place an order | | | | everything is working correctly. All part of the delivery |
| 3. Take delivery | | | | process. |
| 4. Start using it | | | | Use It |
| Let's look at the four stages in a little more detail. | | | | And finally you get to use it. But the story doesn't end |
| Go Shopping | | | | here, there's more. Remember when you got that |
| Think about the last time you needed something. What | | | | brand new PC home? You got it set up, you started |
| did you do first? I was fixing the brakes on my son's | | | | using it, and then you tryed to print out that first piece |
| bicycle the other day, and needed an extra hand to pull | | | | of paper and nothing happened. You tried everything |
| the brake handle. "Hey Logan, can you come pull the | | | | you could think of and still nothing happened. Enter |
| brake handle?" I asked someone around me for help. I | | | | Customer Service. |
| wanted a new cell phone plan because I learned that | | | | Even after things are delivered and paid for, people still |
| my bill was regularly twice as high as my | | | | need help. If you get good help you are happy, and |
| fiancés. "Honey, what company do you use | | | | you go back to that store and recommend them to |
| again?" Her response: "I think I have a pretty good plan, | | | | your friends. If you get bad help, or no help, you may |
| but why don't we go the mall and ask someone who | | | | never go back there. You will also probably make sure |
| actually knows. There are at least 4 cell phone stores | | | | everyone you ever meet looking for something similar |
| there". So we did. | | | | knows to stay away from that company because |
| Searching for solutions generally starts with asking | | | | they will cause them nothing but pain. After all, that's |
| your friends, family or co-workers. If you're still not sure | | | | what happened to you. |
| you seek out an expert for more advice. You may | | | | A pleasant experience with the Customer Service |
| even test-drive, or try on a few things to see what | | | | team after you buy something is often the difference |
| you like best. Finally you pick something you either like, | | | | between loving and hating the people that sold it to |
| trust or recognize from the suggestions offered. | | | | you. |
| Place an Order | | | | Summary |
| Placing an order can be as simple as "I'll take this one". | | | | Whether we realize it or not there are 4 steps we all |
| It can also be a complex series of decisions on options, | | | | go through every time we purchase a product or |
| delivery methods and payment options. When I placed | | | | service. |
| an order for my new cell phone, they wanted to know | | | | 1. Shop for potential solutions |
| if I would like to add a case, how I wanted to pay, and | | | | 2. Decide and order something |
| if I would like them to transfer my contacts over from | | | | 3. Get it |
| my old phone to my new phone. | | | | 4. Use it |
| When I worked with equipment for utilities and industrial | | | | It is not enough to have a great product, or friendly |
| plants there were dozens of ordering options for | | | | customer support. You must address all four stages of |
| different voltage levels, cabinet types, communications | | | | the customer decision making process if you hope to |
| equipment options, system configurations or | | | | build a long term relationship, and a long term business. |
| configuration services, wiring harnesses, the list goes | | | | Remember all successful businesses help themselves |
| on. The sales people didn't even know all of the | | | | by helping others. |
| available options. There was a separate orders team | | | | |