A few decades back, there were only two categories of businesses: those owned by huge, multi-
million dollar corporations, or small mom-and-pop establishments. Today, the scene has totally
changed because there are business owners building small, medium or large-scale businesses.
You would also have to compete with independent business owners, online retailers and micro-
scale entrepreneurs. If there are so many players in the industry, how can you make yourself
stand out from the rest?
Naturally, you need to have a solid business plan and an excellent product or service to sell.
However, even if you have the best product in the market, it will be all for naught if you are not
delivering quality service to your customers. Here, we will learn more about the importance of
service in sales, making it as important as the product or service that you have to offer to your
The Importance of Focusing in Customer Service
There’s a reason why clichés like “The customer is always right” exists. Without customers,
nobody will patronize your business, you will not acquire sales and earn any profit. There are
many reasons why it is important to focus on customer service, including:
• Happy customers lead to repeat purchases and better profits.
When you undergo customer service training, you might learn about something called the
virtuous circle of customer satisfaction. It goes like this:
Good customer service → Happy customers → Repeat purchases → Better profits → Competing
It shows on the circle that happy customers lead to repeat purchases and better profits. Why?
Because customers want to feel that you value their business. Whenever they buy your product
or subscribe to your service, they feel that they paying you to provide them with a certain set of
benefits, which includes getting the quality of customer service that they deserve.
• When people are satisfied with your service, they are less likely to tell friends about it.
But when they have a bad experience with your customer support department, they are
bound to tell friends about it.
How many customer service horror stories have you heard from your circle of friends? When
you offer excellent customer service, the result is that this customer will recommend you to
probably one or two other individuals. But when you commit a booboo, they are bound to tell
more friends about it, which would not do anything for your reputation as a business.
• It is easier to keep an existing client than find a new one.
Finally, most business owners rely on repeat customers for profit. As long as you keep your
existing customers happy by providing them with stellar service, you will find that a steady
stream of profit is just there. This is definitely a lot easier than drumming up new business, who
may not even turn out to be repeat customers in the end.
As you can see, there are many reasons why it pays to focus on offering customers with the best
support and service possible. The happier your customers are, the more chances that they will
become repeat customers and this will benefit your business in the long run.