friend of CB's
has mobility problems. He has just been contacted by his opticians to
go for his biannual eye test. Having made the appointment, he asked
what the difference was to have the reaction type lenses so in sunlight
his specs become sunglasses. Having got the price extra, he thought he
would check the price with another provider (after all we must be sure
we are getting value for money). He saw a TV ad for specsavers. He went
onto their web site and declared himself not to be a
customer but was needing new specs. He asked them to advise their extra
price and agreed to provide his prescription should he go to them
instead of his previous provider. He got an email back promising an
answer in 24 hours. 5 days later he is still waiting.
Now, CB does
not usually do things for free, but on this occasion the rule will be
broken. For the benefit of Specsavers, here are some home truths and
rules of running a business!
1. The only thing harder in business than winning new
customers is winning them back when you have lost them, unless you show
them disrespect from the start, then you will never win them.
2. When someone asks you a question, they are already
half way to being sold, but you must answer them to have any chance of
winning their business.
Now CB will advise Specsavers how to save money.
A. Dump your website. If you cannot answer enquiries generated on it you are wasting your money!
B. Stop the TV adverts. If they attract new enquiries
you won't answer them anyway, so whats the point, save the advertising
CB hopes he has been of assistance to Specsavers and especially to all those who might have gone there for help with their specs.
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