Retail Rumblings : Unhappy Customers: How to Turn a Frown into Lifelong Profit
Going Beyond “The Customer is Always Right” Mantra
August 2009• Reassure: Reassure them that you will solve their problem and fulfill their needs and wants.
• Propose an action plan: Offer a solution by giving them choices. When I worked as a retailer and wholesaler and reached this point, I always decided what the most important thing was that I could do for the customer to make them happy so that I would be able to keep them as a customer and not lose money.
Fight Problem/Not Customer
Notice I said, "not lose money." I did not say "not lose pride." If you are wrong, you must admit it and fix it. Even if you are not wrong, you must take the responsibility and fix it. The seller who takes ownership of the customer's problems will keep the customer for a lifetime of profits. Either way, the customer is always right.
I then asked the customer what I could do to correct "our" problem. Ninety percent of the time they asked for less than I was prepared to give. I then gave them more than what they had asked for. If they ask for more than you can give, counter by giving the customer a choice of three options for solving the problem. If none of the choices satisfies them, give them two or three more choices.
Offering the customer choices gives them the feeling of control. People will agree with you when they feel they are in control. When a solution is reached, touch the customer slightly on the shoulder and say positive things such as: "Good idea" or "OK, let's continue" or "Thank you for your input." Then put your agreement in writing, sign it, and have the customer sign it. Thank them again for bringing the problem to your awareness.
Always work with a customer to solve a problem. Making it you and them against the problem is always better than them against you.
Bob Janet of Sales Growth Now provides seminars and keynotes to help companies increase sales and profits. He can be reached at 800-286-1203 and www.BobJanet.com.
