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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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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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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

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular