Customer service as a sales tool

How can we compete against competing vendors?

Big-box stores sell everything from hand tools to top-of-the-line scan tools and oscilloscopes. They may not stock them in the store, but often it can be ordered through a company salesperson at a price or package deal that's usually better than what you can offer on the truck.

Internet shoppers can compare prices from a number of different sources in just a few minutes. This is an amazingly powerful tool, because even when shoppers decide against buying over the Internet, they come away with a firm price in mind for a particular item.

Here's what your competitors lack: customer service. Make sure your customers understand that when they buy from you they get free credit, a factory warranty and product support from an actual human being who comes to see them regularly. They also get your knowledge of other customers' experiences with the tools.

Customer service is key.

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