Good customer service happens when people take the time to listen and understand the real need and desires of the customer. When, and only when, this has been done, with integrity and skill, can they start working together to discuss relevant products or solutions that will fulfil those needs and desires.

If your people cannot, don’t know how, or won’t do this, they are actually providing your client a disservice. It’s also a disservice if your organisation targets them to introduce and sell a specific type or number of products as a priority, first, before understanding properly the needs of your customer.

Your customers’ needs come first. Your ability to fulfil these is the skill that will make you successful in the long term.

Once you have clarified and developed the ‘customer focused mission’, you can expand on this and create systems and policies that enable your people to communicate clearly and effectively, and thereby to engage in proactive conversation with your customer, and build success for both parties.

This will also enable your business to make subtle but profound changes at all levels, for continued sales success.

You hit your targets by delighting the people for whom you are in business, and by raising the quality of their experience with you.

Good experiences drive profits … not targets.