Russell Bell: Honesty is always best policy with customer queries

Russell Bell Business Zen Zenith Solutions Tracey Grant photo WGC 28Apr12 - WGG 15Nov12 - SPEAKING OUT: Brian Doughty, Keith Beautrais, Russell Bell, Jenny Duncan, Tim Groser.

From time to time I find myself relying on the advice of a vendor or shopkeeper when buying products or services. It is because I am relying on expertise that I don't have or have ready access to. Electricians, painters and anything to do with motor vehicles are good examples.

If you or your staff are in a position to offer specialist service or advice it is really important that when answering questions the answers are complete and accurate. Communicate anything and everything that a customer should know.

A good example for me was in the simple act of purchasing a light bulb. Because the specific bulb required was made of a particular core substance (tungsten) it was important that it not be touched directly on installation; the reason being that tungsten absorbs the oil from our hands and creates hot spots limiting the lifetime of the bulb.

I did not know this but thanks to an alert sales person I was informed - unfortunately, I did not tell Mrs Bell and I expect to be returning shortly to purchase another bulb. A perfect example of the need to relay the information; and correctly.

My modus operandi when not sure of an answer when asked a question, is to say "I don't know, I will get back to you" or to recommend someone else who will know the answer.

I have experienced the other side of this when receiving representations about a product or service which proved to be false or short of fact. Do you think I will buy them again? Uh, no.

It is interesting, also, that the incidences of being told absolute "bovine scatology" about products increase the bigger the store.

A store from a national menswear chain sold me a green suit which had me officially recognised as the office leprechaun - after I had told the assistant I was colour blind. As well, I was told an outdoor umbrella would last 10 years, when it will not make four.

Some businesses operate on a "single sale" philosophy and are happy to risk overselling a product and take the negative feedback that results as a "given".

I don't understand this because in business it is all about relationships and making sure you do all you can to maintain a positive one. Why would anyone risk bad reviews and/or people referring others away from a business? Especially in a smaller market, as news of bad service travels.

If your competitors operate this way, it is good news for you! This is also an opportunity to develop a point of difference for Wanganui businesses.

So it's important to have excellent customer service but that includes being true to customers and honest about products or services.

-Russell Bell's Zenith Strategic Solutions is a specialist Wanganui business advice and consultancy practice - 021 2442421.