Selling eloquence

Chapter 31 Resolving complaints and promoting after-sales cooperation (2)
(10) "I will contact you another day." This is an extremely irresponsible sentence.When the customer's request or question takes some time to solve, the best answer is: "I will help you in 3 days", "I will contact you before a certain day."

Giving the customer a clear answer means that on the one hand, the salesperson has the confidence to help the customer solve the problem; on the other hand, it will not make the customer feel fooled.

The above are the "forbidden words" that should be avoided when solving customer complaints, because these words are likely to cause harm to customers intentionally or unintentionally, and escalate complaints.

Therefore, salespeople should try to avoid using such words when facing customer complaints.

5. Find out why customers churn

Service quality is what separates one company from another, this salesperson from that salesperson, and this product from that product.

—Joe Girard

What caused the customer to churn?There are many reasons.From a sales point of view, the inability to effectively meet customer needs is often the most critical factor leading to customer loss.

Specifically, the loss of customers usually mainly occurs in the following situations:
(1) The original promise was not fulfilled.No customer is willing to cooperate with a salesperson without integrity for a long time.Some salespersons like to make promises to customers at will, but in the end they can't fulfill their promises to customers.Once a integrity issue arises, customers often choose to leave.

(2) Weak service awareness.Many salespeople only focus on developing new customers, but ignore the maintenance of old customers, and do not contact them for a long time.The problems raised by customers cannot be solved in time, the consultation is ignored, and the complaints are not dealt with, so this directly leads to the loss of customers.

Mr. Zhang uses a certain brand of air conditioner, which seldom breaks down. Unexpectedly, the air conditioner broke down a few days ago, and the phone was finally connected. However, the sales department and service department of the company pushed each other, and the problem has not been resolved.In the end, Mr. Zhang vowed not to use that brand of appliances again.

(3) Customers encounter new temptations.Market competition is becoming more and more fierce, but customers are limited after all. In order to quickly gain a favorable position in the market, competitors often try to attract customers with favorable conditions at any cost. "With a lot of money, there must be a brave man", and it is not a strange phenomenon for customers to "betray".

Salespeople must understand that your main competitors will be emotionally moved by your big customers, understand them with reason, and lure them with profits, so as to lure him to give up you and live on another high branch.Any brand or product must have weaknesses. Competitors are often the easiest to catch your weaknesses, and they will take advantage of them whenever they have an opportunity.

(4) Emotional communication is not in place.The negligence of sales staff on some details often leads to the loss of customers.Many salespeople lack emotional communication with customers, behave too utilitarianly, and even inadvertently hurt customers in some details.

Through the above analysis, we can find the reasons for customer loss. As for how to prevent it, it is fundamental for the sales staff to "prescribe the right medicine" based on their own situation. 6. Solicit feedback from customers

Soliciting customer feedback in time is more important than developing new customers.

Smart salespeople will not wait for customers to complain, and then take a passive approach to solve the sale.They often take the initiative to express concern to customers after the goods are sold to avoid complaints, and at the same time, this method often retains customers.

An experienced old salesman said: "The best potential customers are current customers." How to retain old customers and develop new customers, the most important way is to check customer satisfaction through after-sales service degree.Telephone consultation is the most convenient method of communication.

For example, there is a skin care product sales company in Guangzhou, which put forward the requirements of "333 after-sales service" for its sales staff:

(1) The first "3", after 3 days.That is, 3 days after the customer purchases the product, the salesperson should make a phone call to learn about the customer's use of the product. The purpose is to find out the inappropriate use of the product by the customer in time and express concern for the customer.The recommended language is as follows:
"Hello, Ms. Zhang! I'm the company's beauty consultant. Have you started using the night cream you bought at the mall the day before yesterday?"

"Due to the high nutritional content of this product, you should pay attention when using it... Is this how you use it?"

"Okay, keep using it every day, and it will definitely be effective after a while."

"If you have any problems during use, you can call me at any time."

(2) The second "3", 3 weeks later.Three weeks after the customer purchases the product, the salesperson will call to listen to the customer's experience.The purpose is to understand how customers feel about the products they use, and build customer confidence in the brand.The recommended language is as follows:
"Are you satisfied with our products?"

"Is the effect obvious after you use it? Is it different from using it or not?"

"Many of our customers have reported good results after using the product for 3 weeks. How do you feel after using it?"

(3) The third "3", after 3 months.Three months after the customer purchases the product, the salesperson needs to further understand the customer's opinion on the product and further needs.Its purpose is to follow up service and expand sales.The recommended language is as follows:
"Do you have any comments about our products and services?"

"Your skin condition must have improved. If you have time, please come to our counter and I will test it for you."

"Now that the seasons are changing, people's skin has different care requirements as the seasons change. Our company just recently introduced a batch of new products, which are very suitable for you. Come and take a look."

"Is the product used up? After 3 months, you can further use the series of products."

Please note: Don't invite customers to come to the counter to buy goods every time you call, this will leave the customer with the feeling that you don't really care about him but about his money.

7. Retain customers with "three thanks and three diligence"

Thanking customers should also be timely, and we should also take hard actions like developing customers.

When a sales champion introduced his sales experience, he talked about his three words of "thank you" for expanding his business:

The first "thank you" - every day when you go out to sell and come back, according to the list of customers you have visited, no matter whether they buy or not, you will call to thank each one.

The second "thank you" - if you are too busy that day, you will write a thank you to the customer separately in a few days later.

The third "thank you" - at the right time, visit the door and express gratitude to the customer in person.

Someone asked him why he should also thank customers who did not buy, and he replied: "If you can only thank 'money', then you are not a good salesman. The reason why a good salesman is good is because they know how to be 'grateful'. People The customer is so busy, but he still takes the time to receive us. Although they failed to buy our products, but he gave me the courtesy of a guest, how can a deliberate thank you be repaid?"

The reason for writing a letter to the customer after the transaction is concluded is based on the following considerations:

A. It is a kind of courtesy in shopping malls to thank customers for their orders.

B. Communicate feelings with customers and build relationships.The relationship between the salesperson and the customer is built slowly.There is a saying in our country: "The first time is a stranger, the second time is an acquaintance, and the third time we are friends." It means that the emotional relationship between the two parties increases with the increase in the number of mutual contacts.The more contacts a salesperson has with a customer, the closer the relationship will become.Writing letters is one of the ways to reach customers, and it is also the cheapest way.

C. Reduce the customer's feeling of "regret after buying".Most people often have the feeling of "regret" after buying something.They often have too many associations afterwards, such as "is the product really as good as he said?" "When the product is broken, can they really provide services in time?" and so on.But when the customer receives the thank you letter from the salesperson, this feeling will disappear.

For those customers who have not made a deal, the salesperson can write a letter to thank him for his warm reception, emphasizing that the business is not human.For the customer who has made a deal, you can write a letter to praise him for making a good decision and buying a product that satisfies him; tell him, please speak out if you are not satisfied with the product and service, and promise to provide him with good service.

Keep in touch with customers, in addition to writing letters, you can also make phone calls or visits.Successful salesmen tend to pursue the "three diligence" principle, that is, "hands-on" - often write letters to customers; "speaking" - often call customers;In order to keep in touch with customers, you might as well set a few principles for yourself:

A. For customers who have not made a deal, make a phone call or write a letter to the customer.

B. For a new transaction, send a thank you letter the next day to confirm the delivery date promised by the customer and thank them for their order; on the date of delivery, also write a letter or call to tell Customer, the goods have been sent out; when it is estimated that the customer may receive the goods, we will contact you to ask whether the customer has received the goods and whether the product is working normally.

C. On the client's birthday, send a birthday card, which is a good way to contact once a year.

D. Establish a set of customer profiles and a list of the products they purchased, and notify customers in time of any changes in product usage and prices.

E. Make a route plan so that when you go out to sell, you can visit those who have bought the product.

F. If the customer does not buy frequently, seasonal visits can be made.

8. Constantly copy customers with creativity

Hurry up to build your own customer network and start business quickly through this network.

—Joe Girard

The time, energy and cost of developing a new customer are much higher than the time, energy and cost of retaining an old customer.What's more, old customers can also continuously bring new customers to sales staff!Therefore, after successful sales, how to retain old customers and continuously develop new customers is something that any salesperson who wants to be successful must work hard to do.Listed below is the story of sales superstar Tom Hopkins for your reference.

Tom Hopkins is the No.1 sales training master in the United States and the holder of the Guinness World Record for real estate sales. From the continuous development of new customers and the effective retention of old customers.

He once said: "Everyone you meet can become your customer and bring you wealth. The key is how you win him."

Tom Hopkins always carries a lot of cards. He sends an average of 5-10 thank you letters every day to the champion salesmen he knows, to those who did not attend their seminars, to those who did not invest in them. The owner of the tape training session, and a few other potential clients.

He said: "Every 100 thank you letters I send out can make 10 business. That is to say, 100 out of every 10 potential customers will become your loyal customers if they are grateful."

We can imagine that if he sends 10 thank you letters a day, he will send 3 letters a year, or 650 letters in 10 years.If he keeps sending thank you letters to potential customers in this way, in the end, he will win more people's gratitude, he will have a steady stream of customers, and his income will continue to increase.

And the way to have such a good result is actually very simple, you only need to spend ten minutes a day to put a stamp on each thank you letter.That's a few minutes to spare while you're waiting for someone, while you're drinking tea.

Although this matter seems very simple, you need to be able to continue for a long time to succeed.Send 10 thank you letters a day, 300 letters a month, enough for you to be busy in the days to come.

Of course, when sending a thank-you letter, the salesperson must specify the recipients. In fact, the scope of the recipients is very wide. First, there must be your old customers, and then your potential customers.Of course, you can also send it to people who have helped you, your competitors, and of course, you can also send a copy to some people who have not bought your product.In short, send everything you should think of.Because, everyone deserves to be thanked, and there are many things to thank. You can thank the other party for taking the time to meet with you, thank the other party for purchasing your products, thank the other party for answering your calls, and thank the other party for helping you in his busy schedule. Thank the other party for listening to your product introduction, and thank those who did not buy your product, because they let you know where the gap between you and others is.

Anyone may buy your product one day in the future, even if it is your competitor, maybe he will change his career in the near future, then he may become your potential customer; often contact people who did not buy your product, Maybe one day they have conflicts when they buy other products, then they may turn to become your potential customers, so don't give up, society changes every day, people are changing, customers are changing, small Thank you letters can win the hearts of many customers.

chapter summary
1. The customer's complaint is not a trouble, but a motivation for you to do a better job.

2. To solve customer complaints, we must put ourselves in the position and treat them with empathy.With this mentality, all your processing work can be carried out smoothly.

3. When dealing with complaints, be sure not to let those conversations that distance the psychological distance between the customer and you speak out.

4. Churn is common, but frequent churn is not normal.Do reflect on your work after a customer churns.

5. Ask the lost customers sincerely and directly why they didn't buy your product, and thank him for his answer.This is very helpful for your sales.

6. Use creativity to continuously copy customers, rather than being limited to one method to develop slowly.

(End of this chapter)