If price is all there is to compare, the low one usually wins:
If you aren't differentiated in the mind of the consumer for the services you provide, under what scenario are you compared to other real estate ageents or brokers? Of course you're marketing yourself and your company and saying all those "we're the best" things. But aren't all the others doing the very same thing?Differentiate your services with measureable service quality and accountability to rise above the crowd.
Value = Quality/Price:
Using their mathematics equation, the QSC® site puts forth the idea that the consumer, your client, determines value with a Quality over Price formula. If you decrease price, the Value is higher as the right side number will increase.However, we can accomplish the same result by increasing the Quality item on the top. If your choice is to lower your price or to raise the quality of your service, I think we all know which is preferrable.
First, tell your client what you're going to deliver in the way of services:
This seems like a given, but look at your practices with an eye to whether you are doing an adequate job of preparing the client and accurately describing exactly what services you're going to deliver.In this program, you deliver a signed "Guarantee" document at the beginning of the relationship. You guarantee a list of services that you are going to provide for the client. They know what to expect, and you know precisely what you need to do.
Then you "Walk the Walk":
The next step is obvious, but not always done as well as it should be. Do exactly and properly all the service procedures in the written guarantee you signed. The list helps you to keep on track.The after-closing follow-up is extremely important:
The Quality Service Certified® site tells us that this is the most neglected service item. There are frequently loose ends left after a transaction closes. Not following up with the client, finding out about an issue and dealing with it, leaves a less-than-fully-satisfied customer.Once it's closed, we ask them how we did:
A key concept in this program is to survey the client after the deal is closed to ask them how we did. Their responses to an independent third party mailed survey are based on their perception of how well you delivered the services in the Guarantee.A score is tabulated by QSC and posted on the Quality Service consumer site for the public to view. A minimum standard is required to remain in the program, and there are levels to indicate superior scores.
Use less-than-perfect item scores and feedback to improve:
Nobody likes criticism, particularly after they believe that their best service was delivered. However, it's not our perception that counts. If your client isn't totally happy with the service they received, and they're kind enough to share that with you in the survey, act on the information. Take steps to improve that process so your next review will be better.The results are impressive:
According to the QSC site, here are some impressive statistics for their program participants:1. They acheive 15% to 55% greater client satisfaction.
2. They reduce dissatisfaction by 68% or more.
3. They enjoy a 50% greater liklihood of doing business with the same client again in the future.
In a business that relies heavily on repeat and referral business, these are statistics on which we can prosper.
Caring about the client's service perception is caring about your business:
Even if you think you're delivering flawless service, are you sure that your clients have the same perception? An organized approach to quality service delivery can help even the best real estate agent or broker to improve their service and bottom line.With all the designations out there to show that we've received special training in certain specialty areas of our business, there is plenty of opportunity to display our expertise to our potential clients. Here's a way to guarantee service to the client and then ask if we delivered.
Another side benefit that you might find valuable is referrals to and from other QSC individuals. Their program doesn't compete with any other referral program and doesn't cost anything. It just allows real estate professionals to feel comfortable that they've referred their client to another person with a high quality service attitude. So, if you regularly refer inside a certain group or designation, you might just check that list against this one and use the real estate professional that's on both.
