Your most important sales staff

November 1, 2008

Marketing
Your most important sales staff Your most important sales staff - The Lane Report - November 2008

What your employees say can make or break your company
By Joe LiLly

While at the checkout counter the other day, I heard an interesting conversation between two cashiers.

“I hate this place. They scheduled me an extra shift without even asking.”
“They did that to me last week. Plus I haven’t gotten a raise in two years. I’m looking for another job and I’ll be out of here as soon as I can.”

Two thoughts immediately came to mind.
1. I don’t want to hear these people complain. I just want them to finish my order.

2. If this company treats its own people this way, I’m not shopping here again.
And after overhearing that brief conversation, that company has lost my business forever.

Your employees are your most important marketers. They can attract customers to you or they can drive them away. They can make or break your image in the community.

So what do you do to help them market your company? “I pay them, and that should be enough!” may be your most common response. However, that’s not enough.

Here are four action steps you should implement with your “most important sales staff”:

• Treat your employees as a niche market. Communicate with them in a regular manner. Make them feel special. Why? Not only are they the face of your business, but their families also are extensions of your business. The good and bad things that happen at your company will be discussed at family gatherings, parties, church functions and throughout the community. What do you want them telling other people about you?

• Train your employees on good customer service. Let them know that they represent you and educate them on how to treat your customers. Let them know how important they are to the future of your company. Give them specific ideas on ways to make your customers have a great experience and want to come back.

• Empower your employees to “market” for you. Give them coupons, special offers or other incentives to hand out to customers, friends, neighbors and perfect strangers. This gives them a stake in your success and enables them to showcase your business to people.

• Reward your employees for bringing in new customers or for exemplary customer service. They’ve just helped you make more money. Shouldn’t they get a piece of the pie? Incentives will encourage that.

Every employee you have is a potential marketer for your company. Keep them informed. Talk to them. Give them the tools that will help them – and you – succeed.

I will say it again. Your employees are your most important marketers. Help them succeed. Your bottom line will thank you.

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