My focus as a trainer is technology. We need to keep in mind, however, that technology is simply a means to an end: used correctly, it allows us to reach more potential buyers and sellers and to give those we reach better service.

This week gave me a good reminder that service has to hold a central place in my business, as it does in yours. I had ordered a new WinBook XL2 notebook computer, which arrived shortly before I left for a CyberStar(tm) seminar and another seminar engagement. I took the WinBook with me on the road and began using it, only to find that the keyboard was generally "mushy" and that the space bar key failed to work about 1/2 the time. A wonderful computer, but if I couldn't use the keyboard at full speed, it wasn't doing me any good. I called WinBook and asked that they ship me a new computer, hoping that I'd just gotten a unit with a defective keyboard. When it arrived, I'd take my hard drive and battery out of the one I had, put them in the new computer and send the old one back to them. I had done this once with a Dell notebook, so I assumed it would be no problem.

WinBook's customer support told me that I'd have to send my computer back to them first, then they would send me a new unit. I told them that I'd had a similar experience with a Dell notebook and that Dell had sent the new unit to me immediately, that it had arrived the next day. Besides, I needed to have the new unit waiting for me at home when I returned so that I could swap out the hard drive and battery and take it with me on the road Monday. No dice. I'd have to send the unit back to them first.

The result? They lost a $3,500 sale. I've canceled my purchase and sent the notebook back to them. In addition, WinBook won't be on the list of notebook computers I recommend in my seminars, as I have in the past.

The lesson I learned from this experience is that I have to pay even more attention to customer support in my company. My reputation and the reputation of my company depends on each and every person who deals with us. If they have a good experience at one of my seminars or in ordering software from us, I'm a great speaker and my company's a great company to do business with. The reverse, of course, also holds true.

So....take a look at the "customer service" you provide. Do you take each buyer to loan application? Do you attend every closing? Do you drop by on move-in day to see if there's anything you can do for the people who bought the home from you? Do you send thank you notes to all parties involved in a transaction (buyer, seller, co-op agent, loan officer, loan processor, etc.)? Do you contact past buyers and sellers several times a year to see if there's anything you can do for them? Do you arrange "welcome to the neighborhood" get-togethers for people who bought a home through you?

If you do, you'll prosper. If not, you'll never know about the sales and listings you'll lose.

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Published: April 9, 1999

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Editor's Note: This article reflects the opinions of Allen F. Hainge only and not necessarily the views of this or any other publication, organization or Website owner.

Allen F. Hainge is a nationally known real estate technology speaker and author with a difference: he builds his seminars and articles around concrete, practical experiences he learns from his CyberStars(tm), a group of top agents nationwide who use today's technology to dominate their marketplace. He is the author of "Dominate! Capturing Your Market With Today's Technology." Allen's seminar schedule and offerings may be found www.afhseminars.com. Subscribe to Allen's Newsletter by Clicking Here