This topic is a widely discussed topic in the marketing fraternity as SERVQUALITY model has brought a clear direction in enhancing service quality in the Services Marketing category. However, when it comes to product branding, with the introduction of the ‘EXTENDED MARKETING MIX’, People, process and physical evidence other than the application of 4Ps, the people element has gained traction as it has a direct impact on the way brands are perceived specially in the B2B sector. The role played by the sales team is widely discussed in product branding, especially in the B2B sector as it’s a visible People element in the marketing mix. As a matter of fact, B2B wouldn’t involve mass media marketing etc that directly targets the end consumers. Instead, B2B has a heavy dependency on the people element in taking the brand message out to the market. The importance of the role played by a sales person in a B2B set up is highly under-rated and for the same reason, there’s no enough training arranged for them by the brands as most organisations and brands have taken it for granted.

Rater model

The model comprises a five-point framework that clarifies how customers evaluate the service they receive and distinguishes between customer experience and expectation. Businesses can evaluate each of the five points to determine where they are excelling and where there is still room for improvement. The RATER model can serve as a common reference point for staff across the organisation and clarify best practices. In today’s article we are going to look at how a salesman in a B2B set up can apply the RATER Model in delivering an excellent service to his clients.

Reliability - Reliable businesses are those that consistently deliver services and quickly resolve issues as they arise. When it comes to B2B product brands, Reliability is one of the key aspects in delivering a quality service to clients. In B2B mostly clients end up having issues in getting samples down, and also resolving price and discount issues then and there as these mostly are high value orders. Also, when it comes to sending samples, the salesman has to be dead-serious as it’s an opportunity to create a lasting impression of what’s on offer. Also, when it comes to email communication, just sending an email without a follow up call or a what’s app message wouldn’t mean much as there can be situations where there is no access to email from client’s end.

Here are two ways reliability can be embodied in practice:

• Honest explanation of what the business can and cannot do for the customer. This transparency is the foundation of reliability and manages customer expectations.
• Reliable businesses do not make promises they are not 100% sure they can keep. Customers may find it unpleasant to have a request denied, but over the long term, they will come to value and trust the company’s honesty.

Assurance - Assurance is related to trust and a company’s ability to deliver what it says it will. How can trust be increased?

• Understand the real needs of the customer and meet them at all times.
• Build credibility with proven expertise in the product, service, or industry in question.
• Maintain consistency standards. In other words, businesses must ensure that customers never hear different things from different people about them.

Trust is the key. Once the salesman establishes trust, the client will not think twice in placing orders. After all, building trust is easier than maintaining it. The salesman should make sure that he/she wouldn’t break the trust placed on them under any circumstances.

Tangibility - This dimension explores whether the business presents itself professionally across all customer touchpoints. This includes physical and digital spaces and how customers respond to the environment the business creates. Applying this to the context of sales people, it’s evident that, in presenting company products, there should be printed or e-catalogues ready and also should carry business cards or e-business cards. Samples should be in good quality and should be in good shape.

Empathy - Empathy is one of the easiest RATER metrics to understand and revolves around whether customers feel the business cares about them. Many sales people consider customer as someone who demands many things from them not as someone who is trying to deliver the best to his or her organisation. If the sales person can place themselves in the shoes of the customer, it can create a world of a difference. To show empathy, salesman can:

• Talk less, listen more, and ask effective questions to increase understanding.
• Avoid platitudes such as “We apologise for the inconvenience”, and
• Look out for and acknowledge customer emotions. To make the customer feel heard, it is also useful to reference their specific problem in correspondence and describe how it will be addressed.

Responsiveness

• Responsiveness describes how quickly and effectively the business can respond to customers in channels they prefer to communicate in. Responsive businesses:
• Acknowledge the receipt of complaints or inquiries immediately or as quickly as practicable.
• Do not wait until they have the full solution in hand before making additional contact with a customer.
• Provide realistic deadlines or timetables.
• Manage multiple channels to handle customer service communications, and
• Are perceived by customers as willing helpers.

If a salesman can practice rater and adapt these five simple dimensions to his work, it will create a winning sales team and a happy customer. Therefore, in B2B branding, it’s a must to train sales people under the dimensions of RATER in making them a better force.

In my previous articles, I have explained how service-product marketing continuum works and its implications for branding.

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