1000 Business Lessons Every Businessman Must Know

Chapter 34 Service Management: Always Stand by the Customer (2)
Don't get to the bottom of the issues that the other party doesn't want to talk about, and apologize for issues that arouse the other party's disgust, or change the subject immediately.

Pay attention to avoid habitual mantras during conversations, so as not to make customers feel disgusted.The conversation should be colloquial, so that customers feel cordial and natural.

When there are more than three people in the conversation, you should chat with the people present from time to time, and don't just focus on one or two people and make others feel left out.

268. Listen actively and praise appropriately

Active listening is a great way to respond, both to encourage the customer to keep talking and to ensure that you understand what the customer is saying.

As mentioned before about listening, while actively listening, you should also respond effectively and praise customers appropriately.A well-known social activist in the United States once introduced a principle of "giving people a good name".He believes: first give people a good name, then let them achieve it.

As psychologists have pointed out: Everyone has the psychological expectation of yearning for praise from others. Once people are recognized for their value, they are always overjoyed.From this we can see that if you want to please a customer, the most effective way is to praise him enthusiastically.Here are two effective ways to compliment customers:
1. Praise customers specifically and clearly

The so-called specific and clear praise is to consciously say something specific and clear when praising customers, instead of general and vague praise.Specific and clear praise will make people feel sincere and credible; while vague and vague praise will make people feel unacceptable because there is no clear and specific evaluation reason.Therefore, when experienced service personnel praise customers, they always pay attention to the description of details, and do not make empty comments.

2. Observe differences and praise customers

Everyone has a psychology of wanting others to notice their own uniqueness.When service personnel praise customers, if they can adapt to their mentality and observe and find the difference between customers and others to praise, unexpected results will be achieved.

269. Select marketing personnel with strong service capabilities
Marketing experts have found through a large number of surveys that those marketers with strong service capabilities often have the following characteristics:

1. Cheerful personality

People with cheerful personalities are easier to deal with customers.

2. Strong language skills
When introducing the company's situation, product situation, specific sales strategy and market vision planning to customers and consumers, marketers need to have excellent oral expression skills and language organization skills.

3. Age, gender
One is students who have just graduated from school, they are full of passion and vitality, and they are full of enthusiasm for work; the other is young mothers, because they are new mothers, and they are particularly responsible in handling people and things.

4. Good image

The reason why customers will accept the products and the sales proposals of the sales staff is that they accept and recognize the marketing staff. Therefore, if an honest and capable personal image can leave a good impression on customers, then half of the work of the marketing staff will be successful.

5. Rich social experience

To some extent, social experience is more important than business experience.

6. Have certain professional knowledge
Marketers often need to introduce relevant knowledge about products to customers and answer various questions from customers, so marketers must have certain professional knowledge.

7. Strong psychological endurance

Excellent marketers can always maintain emotional stability in the face of any difficulties, setbacks and failures.For example: when negotiating with customers is deadlocked, they can still talk and laugh freely and cope with it freely; in the face of customers' temptations, they can keep a stable mind and calmly refuse; even when customers despise their existence, they can still remain calm.All these good attitudes come from a strong psychological endurance.

8. Be loyal to the company.

The market is constantly changing, and many companies are always trying to penetrate the competitor's market, win over and incorporate the competitor's marketing team.If the marketing personnel do not have enough loyalty to the enterprise, then the marketing team of the enterprise may face the danger of differentiation and disintegration, so loyalty to the enterprise is the key to selecting marketers.

Whether an enterprise's marketing business can be successful depends first on whether the enterprise has a marketing team with strong service capabilities.To build a marketing team that can operate successfully, the key lies in choosing excellent marketing personnel.Therefore, every marketing executive must attach great importance to the recruitment of personnel that constitute his own work team, so as to lay a solid talent foundation for improving the service capability of the enterprise.

[-]. Resolve customer complaints

270. The significance of effectively handling customer dissatisfaction

In the process of serving customers in any store, it is inevitable that customers will complain about the service quality of employees, product quality and after-sales service. Therefore, correct handling of customer complaints has become an important part of operation. Ring, if the customer's complaints can be handled quickly, correctly and effectively, the following effects will be produced:
1. Increase customer trust in the store

If the store can show sincerity when dealing with customer complaints and solve practical problems for customers, it will increase the trust of customers when they come to the store to shop.

2. Reflect the store's operating weaknesses
The response to customer complaints can reflect the weakness of the company's operations, and the continuous improvement of the store can improve the performance of operation and management in operation.

3. Can cultivate the basic customers of the store
Through the effective handling of customer complaints and the gradual improvement in operation, the relationship between customers and stores can be established. Over time, basic customers will be cultivated for the company.

271. Principles of handling customer complaints
Principle [-]: Keep a calm mind and discuss the matter as it stands.Be proactive, caring, friendly and helpful.

Principle [-]: Listen carefully to customer complaints and confirm the real reason for the incident.

Principle [-]: Standing in the customer's position, put yourself in the customer's shoes.

Principle [-]: Make detailed records and thank customers for their problems.

Principle [-]: Grasp the focus of the problem and propose a solution.

Principle Six: Implement the Solution.

Principle [-]: Summarize customer complaints, and summarize the gains and losses in handling them.

272. Procedures for handling customer complaints
1. Apologize
When a customer complains, the clerk must take the initiative to apologize to the customer and let the customer know that you are sorry for the inconvenience caused to the customer, even if it is not your fault or whose fault it is, the first thing you have to do One thing is to apologize to the customer.

2. Listen to what customers say

The clerk should smile to ease the emotions of himself and the customer, listen to the customer's complaint with a caring attitude, and then repeat the customer's complaint in his own words, making sure that you have understood the problem of the customer's complaint and have reached an agreement with the customer .If possible, tell customers that you are willing to go to any lengths to solve their problems.

3. Compensation
In order not to affect other customers, shop assistants should try their best to comfort and take customers away, and do their best to satisfy customers according to the specific situation.Just do something extra to compensate for the unhappiness that has happened.

4. Record
For more complicated incidents, the clerk needs to inquire about the cause and process of the customer's problem in detail, record the details of the incident such as time, place, person, and what happened, understand the mood of the customer, and report to the level to seek solutions to the problem according to the complaint procedure method, and give customers a definite response time.

5. Tracking
Shop assistants should have a deep understanding of the causes of customer complaints, and whether it is necessary to make and fill out incident reporting units or questionnaires.Research the solution with the company and customers, hand it over to relevant personnel or departments for actual implementation, test the effect after implementation, and include it in the scope of education and training.

273. Skills for resolving commodity quality problems

If there is a problem with the quality of the product purchased by the customer, it means that the quality management is not strict enough or the supermarket has failed to fulfill the responsibility of product management; when encountering this situation, the basic way to deal with it is to sincerely apologize to the customer, and Replace it with a new product with good quality.

If the customer suffers additional losses due to the poor quality of the product, such as delaying the process of something, causing physical injury, etc., the customer should take the initiative to assume responsibility in this regard.Provide appropriate compensation and comfort to customers for various losses.

After the processing is over, if possible, follow-up investigations should be conducted on the customer's use of the new product to ensure that the customer is satisfied with the company's product.At the same time, explain to the customer the reason why the product with problematic quality flows into the customer's hands, and explain the corresponding countermeasures, so as to give the customer confidence in purchasing the company's product again.

The most fundamental way to deal with it is to carefully investigate the reasons why the quality problem goods flow into the hands of customers, and take improvement measures to prevent repeating the same mistakes.

If the problem lies in the manufacturing process, the cause should be thoroughly investigated from the aspects of raw material supply, production assembly, finished product packaging and warehousing, and freight transportation, and management should be strengthened, especially in the inspection of warehousing and outbound inspection.

For sales companies, products must go through precise quality inspections before they are sold, and the management of in-store products must be strictly strengthened, especially for food, and great efforts must be made in temperature management and hygiene to avoid poisoning incidents .

274. Skills for Solving Service Problems

Customer complaints are sometimes caused by the service of business personnel.This type of complaint is not as clear-cut as a product complaint, and the responsibility is clear.Since the service is intangible, problems can only be obtained by listening to the narratives of both parties, and it is difficult to obtain evidence.Moreover, there is a lack of clear standards for judging responsibility.For example, regarding customer opinions such as "the salesman has a bad tone and uses inappropriate words", "treats customers with a mocking attitude", "forces customers to buy", "talks and laughs blindly with others, and ignores customers' reactions", It is difficult to grasp the standard of judgment.The reason is that different people have different feelings about the same thing, and the scales of "good" and "bad" services in the minds of customers are different.

When encountering such complaints, the motto of "customer is God" should be truly reflected in the handling.If the salesperson needs to apologize to the customer first, he should apologize first. The specific methods can be taken as follows:
(1) The boss should carefully listen to the customer's dissatisfaction, and assure the customer that the employee's education will be strengthened in the future to prevent similar situations from happening again.At the same time, record what happened as a basic teaching material for educating employees in the future.

(2) The boss can apologize to the customer together with the responsible person to obtain the customer's understanding.

When using the second processing method, in order to vent their dissatisfaction, the customer is likely to report the fault of the responsible person and directly denounce his mistake.Therefore, before meeting with customers, the boss should fully communicate with the sales staff and ask the sales staff to be patient.

However, the most fundamental solution is still the accumulation of experience and skills of business personnel in dealing with customer relations.If the business personnel can respond appropriately in wording and sentence making and attitude, the chances of such complaints will usually be greatly reduced.

275. Resolving complaints should start from the details
To resolve customer complaints, we must pay attention to details, because service is no small matter.As far as user complaints are concerned, if the company simply handles user complaints in accordance with regulations and procedures, it will often not be able to satisfactorily resolve user complaints, and may even lead to escalation of user complaints.To solve user complaints, we must pay attention to details and humanize the resolution process in accordance with the company's regulations and procedures.Reasonable complaints from customers are resolved and summarized as soon as possible, and similar complaints are avoided as much as possible; for unreasonable complaints from customers, on the one hand, patiently introduce relevant policies and regulations, on the other hand, always pay attention to every detail change, and use various advantages to comprehensively maintain company's profit.

There are two key details to be aware of when dealing with complaints:

First, clients tend not to accept any other solution when they are emotionally charged, and the proposals proposed by clients often have irrational parts.At this time, simply (or partially) rejecting the user's request will make the situation worse, so it is necessary to "delay", but the reply time must be short and clear, otherwise the customer will think that we are maliciously delaying and lose their trust;

The second is to pay attention to every detail of customer complaints. You must have the ability and skills to make friends with customers, which will be very helpful to your work; paying attention to the things and details that customers care about can make friends with customers as soon as possible.

The improvement of details requires continuous efforts and summarization, and it needs to be flexibly used according to the on-site situation of the incident, and it is necessary to use the improvement of details as a system to continuously improve the service process.

Attention to detail can benefit a business, but the key is to be consistent over the long term.

(End of this chapter)