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Many organizations seem to overlook the fact that customer service can be the point of differentiation between a successful company and one that doesn’t last for long. After all, who would you rather buy from: A product or service provider that acts as though they’re doing you a favor by selling you something, or one that bends over backwards to make the buying experience easy and enjoyable?

Although your marketing program may be geared towards motivating the consumer to contact your company, you’re wasting your marketing dollars if you don’t also focus on the experience you provide once the prospect has made that “first move.”


No matter what kind of business you are in, you’re not only selling a product or service – you’re selling an experience. I’m not just referring to the experience that the produce or service itself will bring to the customer. You’re also selling the experience of purchasing that product or service itself.

The question is: Are you selling a positive, enjoyable experience, or is dealing with your company a major turn-off for your customers and prospects?

“Marketing” Doesn’t End When the Customer Contacts You

Although the goal of your marketing program may be to get people to pick up the phone, visit your website, or stop by your store, what happens when they do so is a critical part of the sales and marketing process. Excellent customer service is crucial to getting and keeping customers who are happy to do business with you.

Make it Easy

Do everything you can to make the experience of buying from you easy and painless. Answer your phones, return calls promptly, have a clear and easy-to-navigate website, simplify your ordering process, have a clean and attractive store.

Make it Fun

You’re selling an experience. What can you do to make this experience fun and enjoyable for your customers? I’ve recently read about sporting goods stores adding climbing walls, shopping centers hosting live musicians, and pet stores holding regular “yappy hours.” These things really up the “fun factor.” But even service providers can make the buying experience more enjoyable, just by projecting a positive and fun attitude!

The bottom line is, if people don’t enjoy doing business with you, they’ll take their business elsewhere. So when evaluating your marketing efforts, don’t forget to take a close look at the overall experience you provide for your clients.


Saddleback Strategy Group is a trusted business advisor for small- to medium-sized businesses in Southern California. They help businesses succeed by providing expert advice and practical solutions. The end result: better sales, profitability, management, and control of the business’ future.

As a service provider Jay McDowell, the company’s President, is dedicated to providing top-notch customer service – and teaching his clients to do the same. Click here to see the brochure which I wrote for them.

What Others Are Saying

"Each time I work with Linda, I am reminded just how well she understands marketing. Linda understands the principles of marketing on a psychological level. She sees the bigger picture. She is pragmatic, insightful and incredibly fast."

Kristine Putt,
Owner and Brand Identity Designer, Paragon Moon