6 Steps to Support Your Technicians in Making Beneficial Recommendations to Customers

When I managed a service business several years ago, we introduced a new initiative where we wanted to stress the importance that we in management had in ensuring the success of the project and we adopted the motto “If it is to be, it’s up to me.”  We challenged ourselves to measure our performance through the lens of that motto and, if performance was not up to plan, ask ourselves as managers what we can personally do to get things on track.  Especially in the way of supporting our technicians when it came to making beneficial recommendations to our customers.

I have the good fortune to work with businesses that have embarked on a strategy of engaging their field service teams in promoting their products and services and, through this work, I am reminded of that motto. Even though it is the proactive actions of the technicians that actually generate the opportunities, it is squarely the responsibility of those that manage them to ensure that they act as expected and that they act well.

With that in mind, here are six steps that you can take to encourage and support your team to ensure they perform at their best when identifying and presenting opportunities to help their customers.

1. Teach your technicians how to do what you want them to do. For some of your technicians, speaking to the customer seems to come naturally but for the majority it is uncomfortable and feels “foreign”.  Conversations such as these however are a skill and, like any skill, can be learned.  Our job as manager is to teach our technicians what to do so that they have a studied approach they can apply when the next opportunity arises.
2. Let them practice. If you learned to drive on a manual transmission vehicle, you may recall how uncomfortable and perhaps terrifying it was when you first started.  Everything seemed so complicated, particularly since you had to do so many things at once while still keeping your attention on what was going on around you.  With practice, you soon became more comfortable – to the point that now, you probably don’t even think about the individual steps you are taking to drive smoothly through traffic.  This is the same for engaging in customer conversations about recommended products and services.  Practice allows your technicians to learn the skills more quickly and in a “safe” environment.  More practice leads to higher comfort with the approach and when they do find an opportunity to help a customer, they will be much more likely to take the initiative to make beneficial recommendations.
3. Recognize efforts from the customers’ perspective. Technician recommendations that can help your customers operate more effectively are a valuable service – as important a service as fixing or maintaining the equipment itself.  Instead of recognizing the technicians efforts solely from your bottom line, acknowledge how their efforts have contributed to the overall success of the customer.
4. Share customer satisfaction results. If you solicit customer feedback about your services, I encourage you to add a question or two to measure the customer satisfaction about the technicians’ proactive efforts.  For example, you could ask something like, “How satisfied were you with our technician’s ability to make recommendations that can help you run your business more effectively?”  As these scores trend upward, it will reinforce the value of your technicians’ efforts and help them realize that the customer really does see value in their proactive recommendations.
5. Seek and act on feedback from your technicians. Ask your technicians how they feel about their efforts in executing the strategy and what they feel would be helpful to keep them focused and on-track.  Through an open channel you will get great insight into what is working and what is potentially holding your team back.  Whenever possible, act on their feedback quickly to demonstrate the value of their insight and the importance that you place on their initiative.
6. Join your technicians in the field. If practical, set aside some time to ride along with your techs to meet key customers and observe them in action.  This provides a wonderful opportunity to provide on-site coaching for the technician about their proactive efforts in real time.  It also allows you to meet the customer and reinforce why your technicians are asked to make recommendations and the added value it provides for your customers.

Technicians who make proactive recommendations of products and services that will help the customer be better off are providing an exceptional service.  As managers, our role is to take the steps that will help them execute this plan as effectively as possible.

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Jim Baston

“If it is to be, it is up to me.”

– William H. Johnsen