Marketing Bisnis

"The customer is always right." How many times have you heard that phrase? What does it really mean to you? Does it mean that you indulge the customer's whims even when they seem irrational? Unfortunately, in order to provide terrific customer service, you sometimes have to bite the bullet and cater to these whims. It's helpful to try and see things from the customer's perspective. Here are some common scenarios that you may encounter and some suggestions for resolving them to everyone's satisfaction. They may not turn your nightmare customer into a salesperson's dream, but they can help you maintain your cool and more importantly, maintain your customer.

- Presenting Price Increases

Nobody likes to pay more for the same product or service, but some customers can get downright belligerent. When presenting a price hike to temperamental customers, give them time to absorb the information. Commiserate with them. Let them know that you share their frustration. Explain why the prices have risen. Whether it's due to your distributor, market conditions, or postal rates, make it tangible for the customer. If your competitor's prices have also skyrocketed, point that out. If the customer requests a special rate, see if you can increase the order so that you both get a good deal.

- Announcing Change

Often customers become accustomed to certain routines. When your firm institutes a change--even one that makes the customer's life easier--you may encounter resistance and resentment. Without being patronizing, try to explain the reason for the transition. Ask the customer to try the new approach and report back to you about how it worked. If you are replacing their former representative, the resentment may be personally directed at you. Allow them to absorb your sudden appearance in their life and assure them that you are happy to be working with them.

-Establishing Credibility

If you enter a new line of business or take on a new territory, you may be bombarded with cynicism and doubt. Often a customer will question your knowledge and qualifications. If a customer spurns your offers of assistance, try to uncover the basis of his concerns and assure him of your competence. If you are new to the firm, describe your credentials. If you are challenged on the basis of age, gender or appearance, maintain your cool, keeping the conversation light and friendly.

When the Customer Isn't Right

Have you ever taken an order, called or faxed back for confirmation and upon delivery, had the customer report that you didn't deliver what they asked for? Every Marketing must knows that this is a lose-lose situation. Even if you can prove the customer wrong, you'll most probably embarrass them or inspire their anger. To defuse the situation, show sympathy and endeavor to fix the problem. Acknowledging her distress isn't an admission of blame. Next, get more details about how the misunderstanding occurred. In her recitation, the customer may come to realize that she was completely mistaken or at least partially at fault.

- When the Customer Is Right

Admit it. Sometimes you screw up. Or your vendor, supplier, receptionist or secretary does. In any case, it's your job to take the heat and it falls on you to rectify the situation and satisfy the customer. If the customer isn't understanding or willing to listen to your excuses, you may be in danger of losing the account. Quickly and sincerely apologize for the time lost and inconvenience. Find out how the mistake has impacted on their business. Offer to fix the problem as quickly as possible. Personally guide the issue to its resolution and then follow up with the customer, letting them know that you haven't dropped the ball.

- When the Customer Won't Pay

When a customer is late with a payment, it's your job to remind them. If the customer incurs late payment penalties, they may experience embarrassment and hostility. If you feel awkward contacting them by telephone, send invoices after 60 or 90 days. Try to determine whether the customer is purposely withholding payment as a protest against what they perceive as poor service, or whether they are experiencing a financial problem. It helps if you can make the debt impersonal. Explain that "the account" is overdue, rather than stating that they owe you money. You might consider offering discounts to customers who pay promptly. In the long run, this will save you over the costs of late payment penalties.

Most of the time, it just takes kindness, compassion and common sense to turn nightmare customers around.