Ask salespeople what customers want from them and you’re likely to hear such words as friendly, positive, responsive and problem-solver. Whatever else they may be, these are “the comfort words of sales.” It’s how salespeople picture themselves.
Ask customers what they want in a salesperson and the words they use may be quite different. What they are looking for is integrity, responsiveness, initiative, knowledge and guts.
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This suggests that it’s in a salesperson’s best interest to align his or her performance with customer expectations. It’s not only the way to keep them happy; it’s the best way to keep them as customers. Here’s how to go about it:
n Always take ownership of problems and complaints. Passing off the blame to someone else always backfires.
n Never use phony phrases, such as, “I’m going to be in your area”; “We have a lot to offer your company” or the other clichés. They’re a turnoff and peg you as a second-rate salesperson.
n Always respond to your messages. Think how you feel when your messages are ignored.
n Never be late. Being late isn’t funny or fashionable, and rarely excusable.
n Always say “Thank you.” Those two words send the message you don’t take anything for granted.
n Never make excuses. Face it. No one believes an excuse.
n Always focus messages on the recipient.
n Never play the friend card. Some salespeople make an effort to create a “friend” relationship with customers. Ironically, this changes the focus from serving the customer to putting their energy into continuing the relationship, a strategy that’s sure to backfire.
n Always be alert for ways to help customers.
n Never make promises you can’t keep. Not keeping your word can be disastrous and it can haunt your career. It’s easy to say, “I’ll take care of that.” But be sure before you promise.
n Always prepare.
n Never fake or exaggerate experience, qualifications or abilities. Be assured that at some point when we least expect it, it will catch up with us.
n Always satisfy the unhappy customer. Here’s the formula to do it: 1. Take time to understand the problem. Then, repeat it back to the customer. 2. Take ownership. “I’m your advocate.” Don’t pass it off to someone else. 3. Present the solution to the customer: “Is this satisfactory?” If not, seek a better solution. 4. Follow up with the customer to verify satisfaction.
n Never let up. The biggest danger in customer care is assuming that everything is OK, particularly with those you never hear from. They’re flying under your radar and before you know it, they’ve flown away. Never assume all is well. Expectations are changing so fast, you need to be finding new ways to keep customers happy.
n Always be candid. The sales manager wanted to look good so he told his customers that he had gone to his boss to get the price down so he could keep their business. Unfortunately, customers have heard such stories many times. A transparent approach would be more credible: “We know you’re looking at our competitors and we know their programs. Because we want you to stay with us, we’re cutting the initial cost to $xxx.” Customers know when you’re transparent and when you’re blowing smoke.
The challenge of keeping customers happy may be the single most pressing task in business today. Unhappy customers don’t just leave, they’re vengeful, spreading their displeasure in every direction. It takes all the skill, energy and smarts we can muster to meet that challenge. But it can be done. •
John Graham of GrahamComm is a marketing and sales strategist-consultant and business writer. Contact him at jgraham@grahamcomm.com.
