small family businesses—particularly in retail—saying “We service what we sell” remains as common as bragging about your friendly, knowledgable staff or shouting “Attention!”
In fact, it’s so common, it’s become a cliché. Why are clichés bad for business? Please see Ryan Patrick for all your cliché needs.
In the meantime, I would like to talk about the following phrase: “We service what we sell!”
Yes, it’s a cliché, but I have a deeper, more problematic issue with simply saying you service what you sell:
It’s your dadgum job.
Have you bragged to anyone that you haven’t knocked over a liquor store today? Or that you haven’t yet kicked a puppy?
No, of course not. NOT doing those things is part of a decent, acceptable way of living. So, too, it’s true of you taking care of your customers.
Have you noticed Hilton Hotels posting signs in elevators, rooms, restrooms, and every other place with open walls that “If you’re not satisfied, we’ll make it right!”
In other words, we give you redundant expectations as marketing!
Has our bar sunk so low? What’s next?
- Free in-store oxygen with every purchase?
- While shopping with us, we promise never to tow your car?
- Free sales receipt at no extra charge!
You service what you sell??? Why wouldn’t you service what you sell???
What are you implying? That you sell junk? That you only care about turning inventory and ushering customers out the back door as quickly as they came in the front?
Servicing what you sell is a cliché, but it’s not a benefit. It’s not your BHAG.
It’s your job.
Oh, and PS – Servicing what you sell can be a benefit… if you do it with jaw-dropping awesomeness like Kesslers Diamonds and you Brand Like Amazon.