“You can’t be afraid, sell!”, or how to motivate a dissatisfied customer to re-purchase
Tatiana Merkulovich, head of the Rookee customer service Department, shares tips on how to minimize the damage from the customer’s negative impressions of the product or service, and provides specific examples from her own practice
We all remember the Soviet cartoon about how the two-year-old Victor Perestukin got to the Country of Unlearned Lessons, where they wanted to execute him without the possibility of a pardon for not being friendly with the rules of punctuation.
Since then, a lot of time has passed, Viktor has grown up and now works as a sales Manager, but only from the school bench, little has changed — ignorance of matches still does not allow him to be successful.
This time, instead of one and a half diggers In the country of Open Deals, he is met by disgruntled customers.
The sales plan is burning like a Rowan fire on the third of September, and Victor throws up his hands and says to the boss: “what can I do, customers are critical.”
But we are diligent students and we know that any emotion that the client demonstrates is an occasion to start a fruitful interaction.
For 10 years of working in the service of automatic website promotion, telling about a rather complex product to technically savvy users, we have learned many lessons, but the main one is to love your dissatisfied customer, because it will lead you to success. Our experience has shown that the emotions of a user (no matter how strong they may be), who is willing to spend their precious time to explain what exactly and how much they are dissatisfied with, are a key indicator of their readiness for dialogue.
What are the main lessons you need to learn in order not to be afraid to sell to an angry customer, I tell you on the points with examples from life.
Lesson # 1: Don’t pretend there isn’t a problem
Your task is to solve the problem, not to avoid it.
A simple example: recently I went to eat in a cafe and decided to sit on the summer terrace. But she hadn’t calculated that she was dressed lightly enough, and soon she was cold. I asked the waiter for a blanket, to which I received a short answer: “there are no Blankets.” On my remark that having them for guests is a normal practice for outdoor establishments, I was told:”we don’t know, no one has complained before you.” There was also no offer to move to the covered part of the room.
What I hear as a Manager: “the Cost of purchasing blankets, washing them and regularly updating them = N rubles. Loyalty from this will increase for All visitors with an average check of M rubles per month.
K × M × 3 months of operation of the summer verandah < N, purchase is impractical”.
What I hear as a restaurant guest: “You are not important to us.” I am the only one who has a problem, and no one is willing to share it with me, thus showing concern. At the same time, I may well be in search of a place for a wedding celebration or corporate event at the moment. And the conclusion of the deal in this case would pay for the purchase of blankets for all the restaurants of this chain for two years ahead.
As a result, the next day (and all subsequent days, evenings, weekends, and holidays), I had lunch at the restaurant opposite, as there I was offered not only a blanket, but also a pillow so that a cold chair would not affect my mood or health. Do I need to say that my profile in all social networks has been full of praise for this place for a week, and the tip exceeded all the generally accepted standards of staff promotion?
Lesson # 2: Share emotions with your client, but not judgments
Show empathy and demonstrate your sincere regret that what happened caused negative emotions. The phrases “I understand that you are upset”, “If I were you, I would also ask this question”, “I am sorry that you have such an impression”will help. Apologize for the inconvenience and thank them for their feedback.
The key point is not to join the criticism of the product or service at the same time. After the client realizes that you are his:
Hear and do not deny the importance of his experiences;
Sympathize with him not just as an employee of the company, but also as a person;
it is possible to move in the direction of constructive analysis of what happened.
Lesson # 3: No one is to blame, but what to do
You should never go into a lengthy explanation of the internal kitchen, trying to justify what happened. After all, if the taxi driver did not arrive on time for the order, and you missed the train because of this, most likely you do not care deeply why it happened. These are his personal professional difficulties: regular MAINTENANCE to maintain the car in working condition, knowledge of current road repairs, calculation of the optimal route and time risks will help him. The fault is certainly not you, not the workers who decided to change the asphalt, not fools and not roads.
It is important to take the blame as a representative of the company under any circumstances. Do not shift responsibility to other employees — it looks like a betrayal of colleagues and does not cause respect from the interlocutor. After you have admitted guilt, immediately provide a clear plan of action to correct the situation.
In the example of a taxi, this may be the delivery of a passenger to the next train station or compensation for the cost of buying a new ticket for the next flight.
This approach gives you confidence that when you re-order, even if everything goes wrong, the passenger will be safe and his goals will be met. This is the paradox when a correctly corrected error becomes a kind of quality guarantee.
Lesson # 4: Don’t devalue the customer
Again, an example from life: on the way to a family garden outing, I stopped by to buy batteries for the remote control of a suburban TV. Looked appropriate — wearing everything that is not a pity to tear and stain, kind of combat.
As luck would have it, there was only a large chain store of household appliances on the way. They received me there “cordially”: the absence of a greeting, the phrase “do you have only batteries?”, a heavy sigh, full of tragedy, and unspoken, but clearly read in the look “there are all sorts of people walking around, distracting from work.”
Do not allow yourself to divide customers into “interesting” and “uninteresting”, “small” and “large”, “important” and “unimportant” either by the price of the product they purchased, or by their appearance and manner of communication. You’ve probably seen mark Zuckerberg walking around in shale, having both the title of the most tasteless-dressed resident of Silicon valley and the status of a dollar billionaire.
Any dissatisfied customer is your main value. they will make you and your company better by pointing out the imperfection of the current product or process, even if they do not make a repeat purchase. And if you manage to return his loyalty, he will become not only a regular customer, but also a promoter of your services, especially since now it is possible to recommend something to your entire social circle by pressing a single button on your smartphone.
© Business world