It is no secret that field service technicians represent an excellent opportunity to increase revenues without adding to overheads. They understand the technology, know their products and services and are familiar with the customers’ equipment and their goals. And, of course, they have the ear of the customer.
Chances are you already have one or two techs who are great at developing new business and you recognize that, by getting all of your techs to act like them, you will experience tremendous growth.
If, despite your best efforts, your technicians are still not generating as much business as you think they are capable of, then perhaps you are the reason your technicians are not enthusiastically promoting your services. Perhaps it is your perception that is standing in the way.
Review Our Perception
Ask yourself this question: “Am I prepared to tell my customers what I have asked my technicians to do?” If your answer is “no”, then it may be because your perception is that your field service technicians’ proactive promotion of services is “selling” and that you don’t see value in this from the customers’ perspective. As a result, you are uncomfortable promoting this to them. After all, how compelling is the following: “We have trained our service technicians to sell so that we can get more business from you.” Now, I am sure that you would not be as blunt as that, but clearly there is not a positive message here for the customer.
Change Our Perception from Selling to Serving
But if we change our perception to one that recognizes the tech’s proactive efforts as a serving activity rather than a selling activity, then we start to look at what they are doing through the lens of how it benefits the customer. As a service, the technician is looking to uncover opportunities for products and/or services to help the customer achieve their goals. The focus is on identifying and solving customer problems rather than on generating more revenue. When this is the case, it makes good business sense to let the customer know what your technicians are doing. In fact, their proactive efforts can become a significant differentiator.
If our perception changes from selling to serving, our conversation with the customer can communicate the value of the technicians’ actions from the customers’ perspective: “We have encouraged our technicians to use their knowledge and expertise to identify steps that you can take to help you achieve your business goals. Would you have any objection if, in the course of doing their service work, they identify a product or service that will help you to be better off that they bring their recommendation to your attention?”
Benefits of this Change in Perception
This change in perspective will positively affect a number of factors that will be critical for success and which I will cover in a future blog. These include:
- The technicians’ perception of their role.
- The processes and systems that you create to support the techs.
- How you talk about proactive recommendations.
- The customers’ trust levels.
- Sales of new contracts.
- Our customers’ perception of us.
We offer tremendous value when our field service team takes proactive efforts to make recommendations to our customers that will help them to be better off. If your attempts to engage them enthusiastically are falling short of your expectations, look closely on how you perceive what it is that you have asked them to do. You may be the reason that your technicians are not enthusiastically promoting your services.
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“If you want to make the world a better place,
take a look at yourself and make a change.”
– Michael Jackson