Date: February 04, 1999
From: "Wendie Skajem" <firstname.lastname@example.org>
Re: AMS-Forum "BAD PRESS"?
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Jason L. Sherman Wrote:
"Bad press" concerning the moving industry can actually benefit the individual moving company. Everyone that moves uses other services. They sometimes eat at fine restaurants or even stay in pampered resorts. These establishments create a customer's expectations of service within each industry. People compare every diner or motel stay to what the service could be like. There is no standard of excellence within our industry. Most customers compare their move to the poor saps on 20/20. Most individual companies operate at a higher level then the 20/20 mover, so it's easy to look decent within our industry. The general public has low expectations of our industry. You know what they say, "There's no such thing as bad press". At least the service of every move isn't compared to the service at a 5 star restaurant. I'm not saying we don't have great service within this industry. I'm just saying the general public doesn't expect it.
What do you think? I know some of you won't agree with me at all, but I thought it was worth a look at the other side of "bad press".
Wendie Skajem Replied:
I heartedly agree, with such low expectations on a move, it is easy to look not only good but GREAT!!! Someone asked me yesterday, How do you deal with the 20/20 shows and whatnot?? I told her honestly that I love them, they are a great lead into what we will do to make sure that those things do not happen, I reffer them to the Right and Responsibilities" booklet, let them know who to call if we dont do a good job. I have about a 85-90 closing ratio (small town time thought). I take the time to answer the Bad Press questions and impose some of my own "bad Move" scenarios. Then I hit them with why it wont happen with us and if something goes wrong this is what you do or we do to fix it. Works great!!!! Never avoid the Bad stuff when selling always face it straight on!!! They dont expect it and love it when you are honest!!!
- Wendie Skajem
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