Are your policies uniform and clearly stated?
The question came to mind as Jeff shared the following story: His friend wanted to surprise his Dad with the unique gift of a hang gliding lesson. Rick called the office of one such company to find out all that was involved and to make the reservation. Being the prospect, Rick got all of his questions answered. Prior to hanging up the phone, he was told, “Before you make the reservation, understand we have a no return policy – all monies are kept.”
Rick made the reservation believing this would be a long remembered gift to his father. Upon telling his mother about the surprise, she immediately told Rick he had to cancel the reservation because it was too risky for a man of his father’s age. Rick knew he had a dilemma as he paid $350.
Luckily a brochure arrived the next day which clearly stated all monies were returnable at least two weeks prior to the scheduled date. He then visited the website and saw all monies were returnable 3 weeks prior to the scheduled date. It was odd two different time periods were mentioned. And then a friend reminded Rick that in California there is a 48 hour “remorse period”. This translates that within a 48 hour period of a sale, the client may decline the offer and receive his money back.
Rick was confident when he called the shop back the next day that his money would be returned. The scheduled date was 3 months away and no harm was done. However, he wasn’t so happy by the time his call ended. In spite of the discrepancies in return policy and knowledge of the remorse period, the owner of the shop said “We do not return money. That was clearly stated over the phone.”
The final and eye opening statement was, “We take in so little money, we have to hang on to every penny we collect.”
In my opinion, it is no wonder they take in so little money and it will not be surprising if they go out of business. They sounded desperate.
Communication skills and marketing materials must all be straight-forward and consistent to establish your brand and have your clientele recommend you. Not doing so destroys any hope of business development or hope of good word of mouth spreading about your company.
When you change your mindset to accommodating your prospects and clients, and strive to build the relationship whether the sale is definite or not, you take on a professional demeanor and leadership role in your field. Honoring a request for a return of funds within a 48 hour period is part of being in business. Others will tell their friends and associates about the ease of doing business with you, and you will close more sales. Most importantly, they will be a Smooth Sale!
