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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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It’s Going to Set Us Up Very Nicely for Retirement

You’ve worked hard all your life. And if you’re like most jewelers contemplating retirement, you’re hoping that your going-out-of-business sale will add to your nest egg — with minimal complications. That’s exactly what Doug and Jacki Friedrich, fourth-generation owners of Friedrich Jewelers Inc., of Vernon, Conn., experienced when they selected Wilkerson to run their sale. “Jewelers who are contemplating a sale should go with Wilkerson because of their experience,” says Doug. And with financial goals “exceeding expectations,” the couple can now focus on enjoying the next chapter of their lives. “It’s going to set us up very nicely for retirement,” says Jacki. “The money’s coming in and we have no complaints. It’s been wonderful.”

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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.

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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

SPONSORED VIDEO

It’s Going to Set Us Up Very Nicely for Retirement

You’ve worked hard all your life. And if you’re like most jewelers contemplating retirement, you’re hoping that your going-out-of-business sale will add to your nest egg — with minimal complications. That’s exactly what Doug and Jacki Friedrich, fourth-generation owners of Friedrich Jewelers Inc., of Vernon, Conn., experienced when they selected Wilkerson to run their sale. “Jewelers who are contemplating a sale should go with Wilkerson because of their experience,” says Doug. And with financial goals “exceeding expectations,” the couple can now focus on enjoying the next chapter of their lives. “It’s going to set us up very nicely for retirement,” says Jacki. “The money’s coming in and we have no complaints. It’s been wonderful.”

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Most Popular