PRO INSTALLER OCTOBER 2016
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WHAT TO DO WHEN CUSTOMERS TURN BAD
Problem customers can go a long way to spoiling your enjoyment of work . Benjamin Dyer of Powered Now looks at some simple tips for solving them and for heading off issues before they arise .
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Although difficult customers will always be with us , it ’ s still very possible to deal with them effectively . Here are some tips that I hope will help .
LISTEN FIRST Sales managers often advise their staff that we all have two ears and one mouth . That ’ s for a reason – we should listen twice as much as we talk . It ’ s true and when customers complain , listening carefully is the first thing to do . A study in the USA found that competent doctors got sued as often as incompetent ones . What made the difference was their bedside manner . Arrogant doctors got sued . Nice doctors didn ’ t , even useless ones . It ’ s a lesson for installers . It ’ s critical to listen to customers with respect , even when they ’ re wrong .
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SETTING RIGHT EXPECTATIONS The best problem is the one that you avoid before it even comes up , and setting customer expectations correctly is the key to this . Gas installer John McLouglin knows from experience to put the following in all of his quotes : “ Subject to no significant discoveries that could not have been reasonably anticipated ’.” This explains to the customer that problems that arise due to issues that weren ’ t visible when the quote was done can ’ t be covered . That might be a crumbling wall or a pipe embedded in concrete that needs connecting . Another useful thing to say when you are doing a quote , both in writing and verbally , is : “ Anything not specifically mentioned is not included in this quote ”. That also helps to avoid misunderstandings .
SOME USEFUL TECHNIQUES Here are some straightforward tips that will usually help with problem customers .
• Don ’ t make things an issue if a problem is quick to fix , whoever it ’ s down to . It ’ s just not worth it . Just overcome your feeling of right and wrong and be pragmatic and fix it straight away .
• First listen carefully and then repeat back to the customer what they said in different words . Then ask for their confirmation . That will disarm them as they will feel they are being heard .
• Don ’ t take it personally . The customer may be emotional but do your best to keep your emotions under control and stay factual .
• Say sorry wherever you honestly can . If you have made a mistake , customers will be twice as happy if they get an apology as well as having the problem fixed . Even if you think they are wrong , you can say that you are sorry that they feel this way .
• Never answer a complaining email with an email . Instead , always meet face to face or call them . Responding by email will inflame things unless you simply say : “ Sorry I will fix the problem tomorrow .”
• Start building trust by making a small commitment and then delivering . For instance , promise to come round quickly then turn up on time . If you do that , the attitude of the customer will usually start softening .
• If they are right , deal fairly with them even if they have been over-aggressive . Then fix things quickly . I don ’ t mind mistakes , but I get really cross if fixing it doesn ’ t seem to be a priority .
• If you think the customer is wrong , make 100 % sure before you say so . Never fill in blanks with guesswork and never tell them what their motivations are – you don ’ t know . It may be worth checking out your response with a friend or relative who will tell you the truth . It could be that you are fooling yourself .
• Check out what they are looking for . Asking helps them to be more reasonable . When they want something stupidly unreasonable it may start dawning on them as they are about to speak .
WHEN ALL IS DONE My hope is that some of these ideas will help . Everyone gets things wrong from time and occasionally we will encounter unreasonable customers . Maybe whenever it ’ s all been resolved you should give yourself a small reward !
About the author Benjamin Dyer is CEO and co-founder of Powered Now . Powered Now ’ s mobile app aims to take the pain out of paperwork for installers , builders and other trade businesses .
www . powerednow . com
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