01.27.12
Why Don’t They Understand?
“Why do my customer service representatives know more about policies than product? Why can they tell our customers every detail about return fees, special order requests, delivery fees, surcharges but struggle with basic information regarding products and accessories?” These were the questions a frustrated sales manager shared with me over the phone.
Most distribution companies place their customer service departments under the operations side of the business. Usually, there is a continual struggle of the sales and operation departments. These struggles are not always a bad thing because one cannot exist without the other. Selling one million dollars of products with no delivery or logistical support is a no-win proposition for everyone. We’ve probably all heard the references about operations- they should be called the “sales prevention department” or operations voicing their frustration with a sales department that has to have a product and then it does not move. Sales and operation departments are vital to the success of every company. One is not more important than the other. So how do we improve the dynamics of this relationship so the company experiences positive growth?
A couple of ideas:
-Provide regular sales training and product knowledge to the customer service department
-Have sales representatives work a half day side by side with a customer service representative.
-Have a customer service representative work a half day side by side with a sales representative in the field.
-Require operations managers or executives to visit key customers to understand the importance of inventory and logistic issues
-Require sales managers to meet with operations to gain a clearer understanding of the limitations or challenges that are faced with slow moving sku’s and turns on inventory. Create a better understanding of how bloated inventories and slow turns affect the ability to invest capital in newer products that keep the company cutting edge.
The end result of a sales and operations that are working for the same goal will be improved sales and customer service.
Regards,
Brian
