Web Story www.timshaw.com.au by Tim
Shaw January 2007
Caveat Emptor for your business
Let the buyer beware: the principle that the seller
of a product cannot be held responsible for its quality unless
it is guaranteed in a warranty.
This very old saying resonates in 2007. Most sellers offer
some forms of warranty but consumers want more. Buyers are
becoming very aware of their rights in commerce and are not
afraid to exercise them. Privacy laws, unsolicited spam emails
without consent, credit card protections are just some of
the legislative steps taken by government to protect consumers
and advise them of their rights. What steps are you taking
in your business to prevent inadvertently breaking the law
and breaching a consumer’s confidence in your business?
Can you enhance your service to exceed your customer’s
legal and warranty expectations?
It is a good time to review with your sales people, and the
whole team at work what your obligations are to your customers
in law. It’s also a good time to exceed your customer’s
expectations and go further with your protections and service
regarding the sale. It creates an important point of difference
between you and your competitor.
Here are a few tips to start, make a new list of your own
and discuss it with your team. Consider extending existing
warranties, if your product is really reliable, offer a ‘double
warranty’ for say an additional 5% of your purchase
price. It’s easy to self underwrite this warranty yourself.
“We make good policy” – Every satisfied
customer is a great referral for your business. Consider reviewing
all installations on an annual basis. A little touch up here
or repair there, with a sign out the front of the property
promoting the annual check is an instant advertisement for
great service. A lot of fencing and pool contractors use this
signage very effective.
Pool cleaners doing a fortnightly clean should have a sign
displayed during the time the technician is visiting the property
saying. “This swimming pool/spa is currently being professional
serviced by Smart Pool Cleaners– for further information
or an obligation free pool test, please call mobile number…..
Consumers are more likely to trust your business if their
friends use you too. These simple steps are likely to have
an immediate impact on your bottom line. Invest a little time
and do your due diligence and a little risk management. What’s
the worst that can happen to give your customers more confidence
in your business? Let me know what you discussed with your
team on these and other issues you would like me to review
in a forthcoming column
Happy Selling 2007.
Tim Shaw appears as the sales and marketing expert on
My Business - Channel 7 from 10am with David Koch, Sunday
mornings in 2007. 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.
or contact Tim directly at firstname.lastname@example.org