Customers Don't Shoot the Messenger

We no longer live in times where they behead the messenger, although I'm sure that on occasions customers are tempted. In the eyes of customers, the salesperson is ultimately responsible for seeing that the product or service is delivered when promised. If problems arise when filling an order (and this is not unusual), customers should be informed promptly. The progress of the order or any possible back orders should also be monitored and communicated to the customer so that if something goes wrong alternative arrangements can be made. Customers may not jump for joy at the news, but they will certainly appreciate the opportunity to take corrective action.

Customers can become disgruntled for a number of reasons, most of which turn out to be minor when handled properly, tactfully, and in a timely manner. Dealing with panic-stricken customers demanding instant satisfaction can be an emotionally draining exercise. These intolerable nuisances, if left unresolved, can easily and quickly escalate into a mountainous catastrophe. Unfortunately, human beings tend to focus on the negative—what went wrong versus what went right. Your phone call will go a long way to prevent the proverbial poop from hitting the fan. Be the bearer of bad news before your customers call you. When you call they will be easier to manage, but when they call it's too late—they're in no mood to listen to your blamefest.

Monitoring order processing and other after-sales activity is critical to developing a partnership. A Purchasing Magazine study indicated that failure to follow through after the sale was the second-biggest complaint of buyers. What was the first one? Talking too much.

Many specific activities are essential to ensure customer loyalty and satisfaction. Sales entrepreneurs must be jugglers. Continue to build trust, monitor proper usage, assist in servicing the account, and provide expert guidance and assistance. Adopting an empathetic attitude to a real or imaginary problem cannot be overemphasized.