Customer service is arguably THE most important facet of your sales cycle. If you think of the process by which you sell your product or service as a crown, customer service is your largest gem. You have to figure out how to address customer concerns, including product related questions, billing, and technical support. Consider what “kind” of customer service your customers would demand, expect or be impressed with.
Understanding customers is so important that large corporations spend millions of dollars annually on market research to gain this knowledge. Although formal research is important, a small business can usually avoid this expense. Typically, the owner or manager of a small business knows the customers personally, which is an added advantage. From this personal foundation, understanding your customers can be built through systematic efforts.