Retail Observer

RETAILOBSERVER.COM JANUARY 2024 64 S E R V I C E D E P A R T M E N T Don Pierson, Certified Service Center (CSC) www.certifiedservicecenter.org W ith the lingering effects of Covid and the attendant supply shortages, many companies have been forced to limit the number of new customers they pursue due to concerns over shortchanging their existing customers. The big question now is: have you continued to promote and pursue new customers in your marketplace? Although it's difficult, this is an important program to continue, especially in times when customers are forced to get help from unqualified companies and may pay a hefty price for those decisions. New customers come in all sizes. Do you have a marketing strategy to pursue the markets or accounts that make sense for your business? Are you promoting to these specific customers and following up with targeted accounts on a routine basis? On our CSC (Certified Service Center) application, we ask about programs that deal with your feedback from your existing customers, but we do not review promotion programs that help you continue to grow your market share and overall business. These ongoing promotion programs are really up to you. CSC certification is a great marketing plus to advertise in your promotional programs, storefronts, vehicles, and proposals. With fly-by- night service companies competing for your customers, this is a great time to emphasize the documented quality of your company. Earlier this year the Consortium for Certified Service Centers (C-CSC) introduced a program that allows you to secure a licensee list for your area from Enterprise Wireless Alliance that you can review and customize for your specific CSC's location. At low cost to you, an email touting your CSC certification is sent from the C-CSC to the chosen licensees in your area. You may have other promotional tools at your disposal from manufacturers and other associations at a reduced cost. The important point is to keep these promotional tools working for you and mention your CSC status in your promotional programs whenever possible. Another area you should consider is expanding service to your existing and new customers based on your service personnel's expertise. If your technicians carry certifications or other credible training in related service areas such as computers, data systems, cyber security, closed circuit TV, alarm systems, microwave, etc., make sure your current customers are aware of your company's total service expertise. A key element in promoting new business is how you handle new- customer inquiries. The basics of courtesy and professionalism are expected. If there's a possibility that you can service the new customer, be sure to explain very clearly the timing and terms of the service and answer all their questions. Sure, this is basic, but we must always remember how we should treat our new and existing customers. First impressions count. Promotions to your existing and potential new customers are key areas you should continue to emphasize. Even if you are extremely busy, the beauty of your inexpensive existing programs is that they represent an opportunity to promote your company and bring you new business opportunities with minimum promotional effort on your part. You never know who might respond. KEEP PURSUING NEW BUSINESS RO

• Cover