How to Handle Customer Complaints

by Brad Campbell

You start a business and you juggle the life between kids a spouse and everything else which gets heaped on your plate. The only thing you want to hear in regards to all of the hard work you have put into everything is accolades. The problem is this is hardly ever the case. When people are happy with what you are doing, they are silent. It is only when there is a problem you hear about it.


The important thing to do when there are customer complaints is to stay organized in the way it is handled. There should be an organized response to the complaints you encounter no matter what form the complaint comes in. If the complaint comes in the form of a letter, it needs to immediately uploaded into the computer and organized through your document management software. If the complaint is in the form of a phone call, make sure it is written down or recorded to be transcribed. By having all information on one easily accessible spot, it makes it easier to reference it later.


Owning Responsibility

Once the complaint is logged in the document software, it is important to get out in front of the response. Assure the client their complaint has been received and it is receiving your full attention. By making sure they will not have to wait, you will be able to save face. Many expect their complaints will be ignored. When they get an immediate response about the matter being looking into, it empowers them and makes them willing to trust in you.

Look into the Problem

Rather than paying lip service to the client just to quiet them down, look into why the complaint occurred. Too often companies can improve if only they pay attention to the complaints they receive. You may discover there is a serious flaw in the way products are being processed or the manner in which service is being rendered. By ignoring the problem, you run the risk of losing more clients. Fixing the problem will allow your company to grow.


Fix the Problem

If there is anything which can be done, take steps or make plans to fix the problem. Not all fixes are easy or immediate, but getting started will make all of the difference in the world. It will show not just those who have complained, but all of your current and potential clients you are always in the process of providing better products or services.


Follow up with Your Client

Once a situation has been handled, it is important to check back with the client to make sure they are satisfied. Give an appropriate amount of time for the client to evaluate the changes or the plans to fix the problem mentioned in the complaint. By doing so, you will get an understanding of how effective your methods of handling complaints are.

Remember your clients are willing to give you feedback on your products or services. It is your job to listen to your clients and to ask them how you can improve your company to make them happier.


Resource Nation provides free tools, tips, and purchasing advice for business owners and entrepreneurs in over 100 business categories ranging from phone systems to credit card processing.  Whether it's connecting businesses with local and national pre-screened vendors, or offering easy service comparisons on VoIP service, Resource Nation empowers business decision makers by providing the information they need to make smart choices.

Magical Marketing - Learning the Ropes From Mickey

by Paula Pollock
After returning from a week in the heat and rain of Florida theme park hopping, I wanted to share my marketing take-aways from my consumer experience. Some are pretty obvious, but since we can all learn from other businesses I wanted to share something fun at the end of the summer. Here's my 2cents from my Disney, Universal and Cape Kennedy visits.

Postives:

Make it Easy for me to Buy -  Parents like photos of their kids having fun. Disney is the best at this, but they can get in your face a little. My favorite was the gal at Blizzard Beach water park who took photos of kids crossing fake icebergs under a rope bridge. She would place a rubberband with a laminated ticket for you to see your photo. No one is carrying a camera in a water park. Perfect!

Keep Sufficient Inventory - Every major ride ends in a themed gift shop. That captive marketing and lends itself to the immediate sale (not to mention the stores are air-conditioned.) One suggestions - keep them well stocked. We had to go to three different shops to find "Mickey gloves" not "Minnie gloves". And, all the  Hermione Granger wands were sold out.

Beat the Theme into the Ground - After standing in lines with thousands of sweaty tourists, anyone would need a drink (not in the Magic Kingdom - fyi). Eating, drinking and shopping in theme takes the edge off the blatent capitalism. My top three: Pommery Champagne in France (Epcot), Apfelkorn schnappes in Germany (Epcot), and Butterbeer in the Wizarding World of Harry Potter - creme soda with a butter froth - that really does give you that thick foam mustache.

Negatives:

Be Honest - Some of these parks are not for younger kids. There were very few parts of Epcot or Universal's Islands of Adventure that young kids would enjoy. For Disney Parks, you can use the Fast-Pass system at some of the rides, but often if you don't get your pass first thing they are all distributed by 11am for every good ride. Universal's special pass that allows you to jump the line costs an additional $50 per person per day. The alternative is waiting 30-90 minutes per ride. That's not how to create brand loyality.

Plan Your Staffing - During the first two weeks of August, Orlando looses close to 32,000 employees who go back to their country and school (according to a 12 year Disney employee.) In this weak economy, they could have planned ahead for their exodus and have a trained team ready. Closing attractions because you're under staffed while still charging the same rates is absurd.

Used Car Tactics Always Annoy - Like lipstick on a pig, mouse ears on the Vegas strip doesn't cut it. Sadly both Universal City Walk Downtown Disney get C- for their attraction value. As a paying ticket holder you must walk through City Walk at Universal to get to anything. It's loud, in-your-face and sets the wrong first impression. Downtown Disney is less obnoxious and you don't need to go there, but they do count it on your ticket as a "Fun Plus" visit. The reason I don't give them both F grades? Their target is not me. It's the local teenagers with money who can come every Friday and Saturday night. It's their version of the Mall.

You're Never "Too Cool" to Market - Cape Kennedy was great...if you're a space/astronaut enthusiast or over 40. Otherwise, you have a lot of kids who couldn't care less. They ARE competing with Disney and Universal. These are children of the Internet and video games. (NASA: If you are listening. I can help you with your marketing.) While I know that the men and women who train, test and get blasted into space are some of the bravest people on earth my son doesn't get that. You need to create your next market.
Okay - so there it is. Marketing according to Paula, Mickey Mouse, Universal Studios and Cape Kennedy. Each have pluses and minuses. What we can learn is you can never stop testing your brand and your marketing. Your audience evolves and has new and different needs. If I had to pick a winner it would be Disney. They understand that the grandparents have the money. While the grandchildren drive the entertainment choices, they know how to appease the "wallet". Universal and Cape Kennedy need some lessons there.


Paula Pollock is CEO of the Pollock Marketing Group, further assisting good companies in becoming great through outsourced marketing services with her team of professionals. PMG supports business marketing at all levels from DIY, short-term projects and Virtual CMO/Marketing Department. You can sign up to receive her Marketing Tips newsletter at www.paulapollock.com

5 Reasons Why Persuading Prevents Sales

by Tessa Stowe


Do you think selling is all about persuading and convincing? Are you trying hard to get people to agree with what you tell them? If that is the essence of your sales approach, it will lose you sales. Here are five reasons why.

Reason #1: You will resist selling.

If you think selling is all about persuading and convincing, you will resist doing selling as you probably don't enjoy the experience of having to get people to agree with you. Doing that is difficult and can feel like fighting. You may also be concerned about what people will think of you. As a result, selling will be something you do rather reluctantly, and really wish you didn't have to do at all. If you resist selling, you are not going to be selling as often as you need to. Consequently, the less time you spend selling, the less sales you will make - plain and simple.

Reason #2: You will experience sales resistance from your prospects.

The moment you start trying to persuade or convince is the moment your prospect identifies you as a "typical salesperson." As soon as they reach that conclusion, they go into protection mode to prevent themselves from being sold to. They put their sales resistance barrier up. When a sales resistance barrier is present, the chance of getting a sale goes down.

Reason #3: You will miss out on the larger sales.

If your prospect trusts you, it is fairly straightforward to make a much larger initial sale. You can do this by giving them an option which assumes they will be with you for the long term. If they trust you, they will give serious consideration to this longer term, higher priced option. However, if you are persuading or convincing your prospect, it is unlikely they will trust you. They'll think that you care more about making a sale than you do about helping them. When there is little or no trust present, your prospect will be very cautious about making a long term commitment to you. Hence, they will probably not be interested in your higher priced option.

Reason #4: You will miss out on the easiest sales of all.

The easiest sales of all should be from your current customers. However, and this is very important, if you acquired a customer through persuading and convincing, it will affect the trust between you and your prospect. He or she will probably not be too keen on repeating the last sales experience with you. So next time they need something that you can offer, they may go look to someone else who cares more about them than about themselves.

Reason #5: You will have few referrals.

If your prospects and customers did not enjoy the persuading and convincing sales experience with you, they are definitely not going to give you referrals. They will want to protect their own reputation within their network of friends and associates.

So what is the solution?

Instead of thinking that selling is about persuading and convincing, approach selling as helping people to get what they want. If you approach selling in this way - and use a sales process that matches it - then there will be little sales resistance on your side and from your prospects. As you successfully build rapport and trust, your prospects will be more open to higher priced initial options. Finally, you will get more repeat sales and referrals from your customers.

Starting today, stop persuading and convincing, and intently focus on helping people to get what they want. Both you and your prospects and existing customers will feel the difference. This simple change in your sales approach will result in more sales and customer loyalty.

©Tessa Stowe, Sales Conversation, 2010
Tessa Stowe teaches small business owners and recovering salespeople simple steps to turn conversations into clients without being sales-y or pushy. Her FREE monthly Sales Conversation newsletter is full of tips on how to sell your services by just being yourself. Sign up now at www.salesconversation.com.