SUMMER 2015 | MARINE TECHNICIANTODAY
7
I
f you have made a mistake and
caused your customer to get out
of sorts, you’re not alone. We’ve all
been there from time to time. However this
doesn’t always mean you lost the sale. Most
reasonable people understand that mistakes
will be made, it’s how quickly you respond to
them and enter into “damage control” mode.
It is important that you go to the customer
and admit the problem before they contact
you. You need to own up to the mistake and
admit this to your customer and let them
know you blew it. Tell them what you did
wrong and how the mistake happened, and
why it won’t happen again. Don’t make lame
excuses or pass the blame to another. Use
this as a learning experience and in the long
run it will make you stronger. In a way you
are thanking the customer for helping you
learn. The most important thing to remember
is that any sales person can shine during the
sales process, but it’s what you do when
things go wrong that counts. In this case
you are showing the customer you take
responsibility, and that they can count on
you in the future.
What is the problem?
In most cases when things go wrong
misinformation and no information are the
usual suspects. This lack of information
sets off a chain reaction that leaves the
salesperson, the customer, and anyone else
involved in the process in a bad position. If
the customer was counting on you to deliver
based on their promise or commitment to
someone else, you now both have egg on your
face. Not a good situation indeed. This really
makes it look like you didn’t do your job. Not
informing your customer about problems
can turn something rather small into a big
deal. The sooner they hear about mistakes
or problems, the more options they have to
deal with them. Many problems occur when
the salesperson puts the sale before service.
Salespeople need to be taught that they are
in the service business.
Under attack
When a customer gets upset your best
reaction is no reaction at all. Let the
customer vent their anger and frustration.
Think of it like waiting for the calm after the
storm. The key is to not become engaged in
their anger. Anger will pass if you don’t fuel
the fire. Be quiet and listen with empathy. Let
them know you understand their point and
that you would feel the same way if you were
in their shoes, and let the anger pass.
Damage control
Promptly show the customer that you will
own up to the mistake. This should be done
in person if possible. Try not to dwell on the
problem and make it known you are ready
to resolve the problem. Listen to what
the customer has to say and once again
acknowledge that their frustration and anger
is warranted. As soon as you can get the
customer to realize that everyone makes
mistakes, you both need to focus on coming
up with a solution. Show the customer that
you are sincerely sorry for the mistake. Truth
helps preserve the critical bond of trust
between you and your customer, even when
your mistake gives them reason to take their
business elsewhere. Show them you are in
the service business.
Give them something
As a form of a good-faith gesture, offer the
customer something that is of value to them.
It is advisable to ask the customer what you
can do to make things right. Let the customer
tell you. Most of the time the customer will be
humbled enough by your gesture that they will
ask for something small. Many salespeople in
an effort to win back the customer give away
too much. In many cases something simple
like a free hat will do, so don’t give the store
away when it’s not necessary. The main thing
is the customer sees your sincerity. Obviously
if the customer asks for something in return
that exceeds the value of the problem, or you
see the request as something that is not fair,
tell them you appreciate their request but that
is something that is out of the scope of the
problem, and counter with something else. At
least at this point you have an idea of what
the customer expects. Sometime you just
have to let the customer walk, but you hope
your gesture will at least lessen the blow.
Follow up
When the smoke settles you can discourage
buyers from holding a grudge by sending a
personal follow-up note. Have the note signed
by both the salesperson and the manager. No
matter who dropped the ball, shoulder the
responsibility and face your customer and
problem head on. If done right, you may gain
their respect, and maybe emerge with more
of that customer’s business.
By Joe DeMarco
MANAGEMENT TIPS
Turning a Negative into a Positive
