CRAFT

A proprietary service of THE WALKER CONSULTING GROUP that includes live seminars and written training materials.

CUSTOMER RELATION AWARENESS FOR TECHNICIANS (CRAFT)

Competing for business in the Age of Google leaves little room for error. Customers today have more options than ever before. Those options exist at the click of a button. Technology empowers customers with information on a broad range of products and services. As a result, customers today are more discerning, more demanding and have higher expectations than they ever did in the past.

The rise of social media has also changed the game.  Businesses can no longer rely on traditional marketing efforts to win and sustain themselves. Customers share ideas and concerns online. If a customer has a poor service experience, you will be the last to know. And by that time, you’re out!

The forces of competition are everywhere. Your opponents are smart and aggressive. You can be sure they are doing all they can to pry your top customers away. To compete and win in today’s business environment, you must work harder and smarter than ever before.

Once the sale is closed, the real work begins. Your service technicians become the face of your company with the power to make or break the relationship. It is the service technician that interacts with the customer to resolve issues, handle complaints, explore needs and offer solutions.

CRAFT will not turn your service technicians into salespeople, The CRAFT℠ will help service technicians:

  • Improve their listening skills
  • Diffuse anger and manage objections more effectively
  • Understand critical issues that are important to the customer
  • Communicate value in a more concise, logical and compelling way
  • Enhance the overall professionalism of your technical service team
  • Make a more significant contribution to revenue generation, customer retention and market share 

CRAFT will not turn your service technicians into salespeople, it will:

  • Improve their listening skills
  • Diffuse anger and manage objections more effectively
  • Understand critical issues that are important to the customer
  • Communicate value in a more concise, logical
    and compelling way
  • Enhance the overall professionalism of your
    technical service team
  • Make a more significant contribution to revenue generation,
    customer retention and market share
The objective of the CRAFT program is not to turn your service technicians into sales professionals. That would not work for them, for your organization or for your customers. The objective is to equip your technicians with essential customer service skills that will help them improve the customer experience and leverage their credibility as they look for additional service opportunities, provided those opportunities are in the best interest of both the customer and your organization.

Helping participants understand the critical role

they play in driving the business is one of the most

important objectives of the CRAFT program.

“The only person you are destined to become is the person you decide to be.”

– Ralph Waldo Emerson

Module One – Take Responsibility (2 hours)

Module One introduces participants to the importance of clear communication, outstanding customer service, professional appearance and interpersonal skills. This opening module reviews how the essential elements of good customer service are just as important to the customer as the technician’s mechanical expertise. Participants learn to take greater responsibility in managing the customer relationship.

Module Two – CLEAR Customer Concerns (2 hours)

Participants experience a highly-engaging structured activity that demonstrates how our unique past experiences, biases, needs, values, goals, and fears all impact how we interpret events. In Module Two, technicians learn how to modify their communication behaviors to reduce tension, improve communication and promote understanding. A customized self-assessment helps participants diagnose and improve their communication skills according to the CLEAR SM methodology.  CLEAR SM  puts the sales professional on the same side of the issue with the customer by turning complaints and objections into problems that can be solved together. An audio-taped, role-play exercise based on a customized case study allows participants to practice listening skills and objection handling.

Module Three – Recommending a Course of Action (1 hour)

Participants are introduced to a simple and effective methodology that helps them communicate the elements of a solution in a clear, concise and logical manner. Customers need to know how the technician’s recommendations help them:

  • Increase Safety
  • Reduce Total Cost
  • Extend the Economic Life of the Equipment
  • Increase Productivity
  • Enhance the Quality of Service

The Walker Consulting Group’s STEPS SM methodology can help you in your efforts to prospect new business. Module Three helps participants communicate the benefits of their recommendations clearly and more persuasively. A short videotaped exercise helps participants gain confidence in making recommendations to key decision makers.

Module Four – The Mind of the Customer (1 hour)

The fourth and final module of CRAFT helps participants understand the values and motivations of customers. Four psychological orientations are discussed with particular emphasis on how to manage Power Customers. The closing chapter of CRAFT gives participants confidence in dealing with customers who use fear and manipulation as a primary communication tactic.

An ideal class size is 16-20 participants, but smaller and larger groups are manageable. The program is six hours of instruction conducted during the week or on the weekend.

“The best way to predict the future is to create it.”

– Peter Drucker