Less is more

What started as a simple internet order for a replacement printer turned into an inciteful exchange on the value of customer service. I’d like to share this story with practitioners as I believe it will have relevance and value.

The story

I was recommended by my IT adviser to order a replacement printer from Printerland.co.uk.

I found a suitable item and placed my order.

In addition to the usual automated email exchanges I received a call from Jake Cathcart, a Printerland sales manager, who politely asked if I had a minute to review my order.

He then explained that they sold an alternative to the printer I ordered, it was the same cost, but the cost of replacement printer cartridges was approximately 40% lower than my choice; and would I like to change my order?

This exchange resulted in ongoing savings, brilliant, and no compromise on quality, also brilliant.

My reaction

I have to admit that after our call I was flabbergasted. During my many years in business this was the first time a supplier had shown evidence that they were more interested in what was best for me instead of what was (at least initially) best for their business.

I emailed Jake and thanked him for the call and his recommendation. This is what he said in response:

Thanks very much for the feedback Bob, I really appreciate the kind feedback. We do value our approach as we believe a happy end user will be more inclined to return to us and recommend us.

Jake Cathart, Sales Manager, Printerland, 0800 840 1992

He is right. And here I am recommending him to thousands of accountants.

The Learning?

Jake’s words ring true. Translated into words that have relevance for practitioners, happy clients would be more inclined to return for more guidance, and importantly, recommend us if they feel we are acting in their best interests.

My take on this is that we should be on the lookout for opportunities to call our clients with a similar message… Sometimes, as the title of this post infers, less is more.

Bob Edwards

Bob has been working with practices across the UK offering novel ways to improve cross-sales and increase new client acquisitions. He is also interested in "step changes" in legislation that offer challenges, and therefore opportunities, for practitioners to provide new recurring and one-off support services to clients.

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