Customer service is not a one size fits all proposition, how a salesperson provides it is dependent on several things. Sure, there are standards of customer service, but no two customers are the same. If your customers are not the same, then how can the way you serve them be the same?

Two customers come in on the same day, both looking at engagement rings. Tim is a customer who knows what he wants, knows a lot about rings and really isn’t interested in small talk. Mark is a customer who has a broad idea of what he wants but really doesn’t know anything about diamonds. Mark is also someone who seems to enjoy talking and getting to know people. As a salesperson who is helping both Mark and Tim, are you going to treat them the same? Only if you don’t want to make a sale to either one.

In short, you are going to provide a high level of customer service to both, but you are going to let them lead. With Tim, the salesperson is going to listen very closely to the kind of ring he is looking for and do your best to find the one that matches what he wants. You are also going to keep the conversation to business, listening for your opportunities for a non-business conversation, and keep things moving.

Mark, on the other hand, is probably going to want to see a wide variety of rings and styles. He is going to lean on the salesperson for their expertise and ask a variety of questions. It is up to that salesperson to use their knowledge, listen to Mark and help him narrow down his choices by asking the right questions. Mark may also be more interested in a sharing personal information, again make sure you are listening. He may want to tell you the story of how he met his fiancé or how he is going to propose. As a salesperson, it is up to you to pivot and engage in that conversation.

Tim and Mark both had the same goal, to find the right engagement ring but that’s all they had in common. The salesperson’s job is to provide them both with the highest level of customer service that best fits each of their personalities.

We all have customer service standards, but the number one customer service standard is making customers happy. The best way to do that is to get to know every customer and provide the customer service the best fits them.

FINAO - Brad Huisken