Suppliers aren’t the only ones who could use a little boost in the customer service department. In order to help distributors get to the same level as Distributor Choice Award-winning suppliers, we asked for some tips on how to take working with customers to an unbeatable level. Here’s what the experts had to say.

>>DON'T MISS! 5 customer service tips for suppliers

1. Empower Your Employees
Customer service reps are often the first line of contact for people needing promotional products, so focus on building them up. Make sure they’re engaged so they’ll be able to make informed decisions for customers. That means you need to listen to their concerns. Coach them. Reinforce the right behaviors so they know how to provide exceptional service. “Create a culture where every employee in the company thinks of the customer first and knows what they do impacts service,” says Sarah Parsons, iClick’s (asi/62124) VP of systems and customer experience.

2. Give the Illusion of Control
Your buyers want you to be on top of everything, and in almost every case, you will be. But there are some questions you may just not be able to answer without going back to the supplier for more information. Don’t let them see you sweat. Instead of outright saying you don’t know and need to call the factory – which lets them know you aren’t in control and someone else is – change your tune to something that boosts confidence in you as a distributor. Christopher Duffy, director of marketing at Ariel Premium Supply (asi/36730), suggests saying this: “I don’t have that information in front of me, but I know who does. May I have some time to talk with a couple of colleagues to get you the right information the first time?”

3. Communicate More
See an issue with an order on the horizon? Let your customer know right away. Keep them aware of everything happening, good or bad, so they know they can count on you for honesty. Share that same level of communication with your supplier throughout the entire process. Get them every bit of information they need from the beginning, including style numbers, colors, artwork and share your feedback afterward. “Make sure companies know the good and the bad,” says Jennifer Reece, senior director of marketing at Pro Towels (asi/79750). “Suppliers can’t address problems they don’t hear about.”

4. Invest in Education
Good businesspeople never stop perfecting their trade. Learn from your supplier’s resources and experience. Research the best customer service methods. Attend seminars and classes. Constantly evaluate your processes and grow from your own mistakes. And spread what you learn throughout your company, so everyone is as informed and invested in success as you are. “If you invest in training your customer service operations in providing superior service to every customer, every time, you’ll have customers who want to deal with you just for that reason,” says Kevin Schardt, VP of customer experience at Vantage Apparel (asi/93390).