CPA Annual Meeting- Sales and Customer Service Panel
Jason Forrest, CEO and Chief Culture Officer, FPG (Forrest Performance Group), Tony Cort, Senior Vice President, Damron Corp., and Adam Toporek, Customer Experience Strategist sat down with host Jeffrey Hayzlett at the CPA Annual Meeting in New Orleans to talk about how sales and customer service need to be cornerstones for any business. People make the mistake of thinking sales and customer service are the same, but they couldn’t be more wrong. Toporek says that both are interconnected and we must think of them differently, but still as part of one process. Forrest says that what needs to be recognized between sales and service is that it’s all based around one concept: certainty. He adds, “It takes a sales approach to service – however we sell them, we have to serve them the same way.” Cort states that you can’t sell without having the service to maintain the relationship with the customer while adding, “People look at sales, which is a point of entry, as the end point. That’s barely the beginning.” Sales is the beginning of a process, the beginning of an experience the customer is going to have, prompting Forrest to add, “The sale begins when they sign the contract.” This is one best practice companies need to implement if they are to connect with customers; in fact, it should become part of a company’s culture. The reward should be on the retention, not the sale. Cort also added, “It is important to get the entire team involved in the sales process.”
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