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.
Customers Don't Shoot the Messenger
Action Plan: Implementation
Congratulations on your successful negotiation. The customer said yes, you reached a win-win-win-win agreement, and now it's time to take action. This is what you have been working so hard to achieve, the opportunity to showcase your company and your product, and to deliver on all the benefits and promises you presented earlier. However, in many ways, your job is just beginning. Just as in a marriage the, "I do" should be, "I will do."Your customers have high expectations—don't let them down. In fact, the more they spend, the higher their expectations. People expect their purchases to be perfect and hassle-free.
Surprisingly, the details of an effective action plan are often overlooked in the euphoria of finally anchoring the deal. Nevertheless, your role now is to quarterback all the activities necessary for a smooth, seamless implementation rather than race to the car, dig out a calculator and excitedly work out your commission and/or bonus. It's important that you identify and delegate responsibilities to ensure a timely, hassle-free delivery of your solution. A big part of what your customer just purchased is peace of mind about a worry-free delivery. Customers need to feel they have made a wise, intelligent investment. Initially they may feel a little uneasy, insecure about their decision. After all, you have convinced them to embrace change.
In this section you will read:
My People Need to Talk to Your People
Customers Don't Shoot the Messenger