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Sales Truth: Head Off Customer Complaints

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Customer complaints can permanently damage your business and reputation.

WHY IT IS TRUE: According to advertising guru Roy Williams, on average of 25 customers won’t complain for every one who will. Each of these 25 unhappy customers will tell an average of 16 other people about their bad experience with your store. They are some big numbers.

PLAN OF ACTION: NWhen people complain, don’t become defensive. You need to communicate with an attitude that indicates you clearly want to resolve the problem. Here are three questions you can ask to bail you out every time:

1. “What has happened?” Ask this question calmly and with genuine concern.

2. “What should have happened?” You must clearly understand the customer’s expectations before you can attempt to correct the problem.

3. “What can I do to make it right?” This will calm even the angriest customer. — D A V I D    W .    R I C H A R D S O N

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Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.

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Dave Richardson

Sales Truth: Head Off Customer Complaints

Published

on

Customer complaints can permanently damage your business and reputation.

WHY IT IS TRUE: According to advertising guru Roy Williams, on average of 25 customers won’t complain for every one who will. Each of these 25 unhappy customers will tell an average of 16 other people about their bad experience with your store. They are some big numbers.

PLAN OF ACTION: NWhen people complain, don’t become defensive. You need to communicate with an attitude that indicates you clearly want to resolve the problem. Here are three questions you can ask to bail you out every time:

1. “What has happened?” Ask this question calmly and with genuine concern.

2. “What should have happened?” You must clearly understand the customer’s expectations before you can attempt to correct the problem.

3. “What can I do to make it right?” This will calm even the angriest customer. — D A V I D    W .    R I C H A R D S O N

Advertisement

Advertisement

SPONSORED VIDEO

Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.

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