Louis Massaro argues that businesses need to raise their service standard and then tell customers about it. Weave value into every message: marketing copy, sales scripts, emails, estimates. Make it about benefits and what customers actually want.
So in order to reach high levels of profit, in order to reach high levels of customer satisfaction, we've got to raise the standard of our service, and then we've got to sell that service. We're going to weave in all the messaging that we need to weave in, in all of our marketing copy, in our sales scripts, in our emails, and our estimates to where we're giving them exactly what they need. Now it's how do we take our service to a new level, provide additional value, and then how do we persuade them, move with us based upon this value? We do that by knowing what the benefits are so we can sell them on that. We do that by understanding what their concerns are, what their desires are. So we're addressing those specifically.
