OOPS--Part 2

As we discussed in yesterday's blog, mistakes sometimes happen when we place a customer's ad. When a problem occurs it is important to think about the customer's emotional state. How you handle the situation will have a big impact on your future relationship with the client. Here are some things to remember:

• No surprises! As we said yesterday, let the customer know about the problem as soon as possible. Hearing about it from you will show them that you are not trying to hide from the problem and that you have their best interest in mind. If they hear it from someone else they may feel embarrassed and betrayed.


• Apologize! Whether the problem is you fault or not, make a personal apology to the customer.


• Customers don't want explanations they just want if fixed! Don't waste time trying to explain what happened to the customer. Frankly they don't care and your explanation may come off sounding like an excuse.


• I'll make it right! Tell the customer exactly what actions you are going to take to correct the problem. The sooner you do this, the sooner you will have this problem behind you. An unresolved problem is like a festering wound, it will poison your relationship with the client.


• Go above and beyond! Give the customer some added value when doing a "make good" ad. This shows them that you value the relationship. If you give them free color of additional coverage, the customer may see a better response and purchase these items in the future.


• Take steps to see the problem doesn't occur in the future. Look at what you can learn from the incident. Can you system be improved? Do you need to add another quality check?

A prompt response to a problem can actually serve to strengthen a customer relationship. Problems give you a chance to demonstrate your concern to the customer. It is far better to have the customer saying, "My ad was wrong, but they took responsibility for the error and made it right for me." rather than "Those BLANKETY BLANK IDIOTS screwed up my ad."

Keep Smiling, Keep Selling

Thanks

Jim Busch

Get them moving

When customers get hung up on a problem or a mistake in an ad the sales process comes to a halt. Going over and over a problem is counter-productive and actually makes the problem worst. The best way to handle this is to acknowledge the problem and then ask the client "Moving forward, how can we remedy this situation." The phrase "moving forward" takes the focus off the problem and places on it finding a solution. This can get the sales process back in gear again and moves you toward a close.

Keep Smiling, Keep Selling!

Thanks Jim Busch