Glenn Ross at Customer Service Experience tells a beautiful story of his early days working in a jewelry store. He didn't understand why he should develop "move-up" buyers by selling less expensive gold-filled jewelry and school rings:
Years later I realized that, because of its low price points, we could have started relationships with new customers, then helped them move up to diamonds and gold. But we failed to see the big picture.
...later, as a manager, I realized that teens usually brought their parents (most of whom had never been in our store) to see the rings, either at the time of ordering, or on a later trip to the mall. We had an opportunity to make a favorable first impression on parents who were capable of making diamond and gold purchases.
How often is an effective sales and market development strategy undermined because staff don't understand it? [Yes, I'm guilty too. But we can do better, can't we?]
Read the whole story here: Customer Service Experience : Are Your Employees Missing The Big Picture?.