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Category: Customer Expectations

Own Your Mistakes

You will make mistakes. In business. In relationships. In parenting. In life. Own them. Admit you did them and learn from them. The worst thing we can do is try to find someone else to blame or be in denial about it.

This applies to guys like Ryan Braun and Alex Rodriguez who cheated with drugs in baseball. It also applies to you and I when a customer has a complaint. If you look for it, you can usually find something you could have done differently that would have kept the situation from ever happening.

I’m owning my mistakes. I recently received my evaluations from a couple talks I did for the toy industry last month. I got shredded. My friends and fellow store owners were nice to my face, but the anonymous comments from the surveys were brutal.

They were dead on, too.

I bit off more than I could chew with those two workshops. I tried to do more than the time would allow. I cut out things that would have been helpful to try to squeeze in a couple worksheets that just didn’t work in a big room format. I spent too much time on the worksheets and not enough on the instruction behind the worksheets. I didn’t make all the points I was supposed to make as well as I could have made them.

I blew it. And I apologize for anyone who attended those sessions. Not my best hour(s) on stage.

Here is the cool thing. By owning up to my mistakes, I can learn far more than if I were to deny them or find someone or something else to blame. The next time I am asked to present on either of those topics, I now have a far better idea of what to do and what not to do. I know where to put the emphasis and where to beef up the examples.

When you have a customer complain, that is an opportunity for you to learn. Why is she complaining? What could you have done proactively to make sure she would have no reason to complain? What changes to policy and procedure can you make to keep this from happening again?

When you make a mistake with an employee you can learn better ways to handle that issue in the future. Screw up in the training? Admit it, fix it, and move forward. Screw up in communication? Admit it, fix it, and move forward.

Own your mistakes and you can learn from them.
Own your mistakes and you can grow from them.
Own your mistakes and you will find your customers and employees far more willing to forgive you.

-Phil Wrzesinski
www.PhilsForum.com

PS Negative criticism is tough to handle. I know. I have always had a big issue with it. What changed was when I looked at it as a chance to improve. Then the criticism became an opportunity. As soon as I was able to say, “Yes, I did that,” I was able to learn from it and move on. I’ve already tweaked those presentations, learned my limits and found better ways to get the idea across. The audience last weekend agreed. As hard as it was to own up, it was well worth it!

What Can You Get for $99?

What kind of return would you get if you learned one new technique that cost you nothing, but delighted customers even more than you do today? How would that impact your business for the remainder of the year?

What kind of return would you get if someone revealed to you the secret to consistently getting Word-of-Mouth referrals? How would that impact your bottom line?

What kind of return would you get if you replaced your worst employee with a clone of your best employee? How would that affect your profit & loss?

What if you did all three?

Put a number on it. Guess if you have to. How much more would your business make this year?

One thousand dollars? Five thousand dollars? Fifteen thousand dollars?

What if someone offered you five thousand dollars in return for ninety-nine dollars? Oh, and four hours of your time? Would you jump at that chance?

You can!

In two weeks (Thursday, July 11) I will be offering a Summer Business Boot Camp on Shareworthy Customer Service (thanks, Tim, for that wonderfully apt word). 

In the class you will learn the truth behind what makes customers talk about your business. You will create two Word-of-Mouth techniques that you can use the very next day. You will learn how to step up your levels of customer service beyond what the customer expects and learn how to delight her at many different points in the transaction. You will learn how to hire and train employees that fit your culture and delight your customers all the time.

It only costs you $99 and four hours of your time. I’ll even throw in a free lunch.

All you have to do is call the Jackson County Chamber of Commerce (517) 782-8221 to sign up.

Only four steps to get an incredible Return on Investment.

  1. Pick up the phone. 
  2. Invest your $99. 
  3. Do what you learn. 
  4. Reap the benefits. 

-Phil Wrzesinski
www.PhilsForum.com

PS I’ll be doing another one in August specifically on Marketing and Advertising. The two together will rock your business regardless of whether you are a retailer or service provider. Make the call. Invest your time and money and I’ll make sure it is worth your while.

Herds, Flocks and Gaggles

When a lioness approaches a herd of zebras, she searches for the stragglers, the loners, the ones who have strayed too far away. She isn’t attacking the whole herd. There is safety in numbers and the zebras know it.

When a flock of birds flies in formation, they can fly farther than a solitary bird alone. There is strength in numbers. Predators do not disrupt their formation.

When a gaggle of geese starts honking, the message is clear. Stay away. Stay far away. Maybe they are protecting some goslings. Maybe they are just protecting themselves. There is strength in numbers. The predators would much rather go after a solitary goose than attack the gaggle.

Herd of zebras, flock of birds, gaggle of geese, crash of rhinoceros (one of my favorite group names), obstinacy of buffalo (my new favorite). All animals know there is safety in numbers. Stay in the group and you’re safe. Stray from the group and you may be attacked.

What do you call a group of sales clerks? 

A clucker of clerks? A chattering of clerks? A confusion of clerks? Or my other favorite group term (works with every type of animal), a “whole mess of” clerks?

By any name, the rules still apply. There is safety in numbers.

Stay close to the group and you won’t have any customers attacking you looking for help. You won’t have the boss singling you out for a project. You won’t be under the glare and spotlight.

You’ll be safe in the group.

Or will you?

We aren’t talking about a lioness hiding in the tall grass looking for the weakest member. We’re talking about a customer needing assistance. We’re talking about projects needing to be done. We’re talking about the work your clucker is supposed to be doing.

The point is that you aren’t the prey. You are the pride of lions, who only rest and play after the kill. You hunt alone. You are not the Leap of Leopards, just the lone Jaguar ready to pounce at the chance to accomplish and do more than expected. You are not the convocation of eagles, just the single eagle ready to take flight and soar.

In other words, watch how you congregate. That chattering could be costly.

-Phil Wrzesinski
www.PhilsForum.com

PS Here are some of my other favorite Animal Group Names…
Congregation of Alligators
Shrewdness of Apes
Quiver of Cobras
Cast of Falcons
Implausibility of Gnus
Scourge of Mosquitoes
Gaze of Raccoons
Rhumba of Rattlesnakes
Congress of Salamanders
Ambush of Tigers
Wisdom of Wombats

Insurance Agents Don’t Understand Customer Service

I was in a company store to make a few changes to my cellphone plan (got a new phone for my 12 year old son, which is a whole ‘nuther topic). Got there about thirty minutes before they closed. They were busy. At least six sets of customers in the store at this time. I had to wait about ten minutes to be helped.

My helper was extremely helpful. Friendly and engaged, he understood everything I wanted to do, He did it all flawlessly with good humor. It was a painless transaction, even for one that lasted about thirty minutes past their closing time.

The pain was in watching the woman in tears right outside the door.

Her crime? She showed up one minute late.

This store has a company policy dictated by the insurance company. Lock the doors at closing time. Let no one else in. No one. Not even a woman who had driven six hours in a frantic hurry to get there on time only to find out she was sent to the wrong store and had to cross town in early evening traffic only to arrive one minute too late.

One minute late.

There were still five of us customers in the store.

No…

Wait…

Now there are only four. One guy, after watching the way they treated this poor lady, put down his iPad purchase and walked out before they swiped his card.

My helper explained that he would lose his job if he tried to help her. Insurance company said it was a liability issue they wouldn’t cover. With cameras everywhere, the employees feared losing their jobs more than helping a sobbing lady pick up a phone they were holding for her.

I hope the cameras picked up the fact that this one lady will cause them to lose more business and more money than any liability issue for delighting a customer one minute too late ever could.

Don’t let your insurance company dictate your levels of customer service. Delight your customers. The only crying should be tears of joy.

-Phil Wrzesinski
www.PhilsForum.com

PS My apologies to all the insurance AGENTS out there. The title really should have read “Insurance Companies”. But I wanted to get you to read this. Maybe you can talk to the principles at your agency to make sure you don’t do this to your clients.

PPS Want to create a culture that consistently puts the needs of the customer first and relishes in delighting them? Start by reading Customer Service: From Weak to WOW! (free download).

What Makes Them Drive to See You?

I plopped down in the back seat next to a newborn baby. Cute little thing. Eyes still closed to the world.

The new mama sat on the other side of the seat and asked, “Do we have the straps on right?”

They had been in last week to get help installing the seat in their car. Now they have the baby. Even though the car seat owner’s manual clearly states how tight the straps should be, this couple drove to our store, parked while daddy came in to get me, and listened carefully as I explained how tight the harness should be and how to check it themselves.

Some of you might be thinking, wow, what a waste of your precious time. I didn’t sell them anything. There was no transaction. Heck, the car seat didn’t even come from my store. It was a shower gift. I got nothing out of the transaction.

Or did I?

They drove to my store.

Twice.

In one week.

While having a baby.

To make sure their new baby is safe.

What is the chance they will be back?

What is your store known for to the point that customers will seek you out even though there may be an easier solution? What do you do that is so trustworthy customers will make a special trip just to see you? What do you do that connects to the core values of your customer base? What do you do that might seem costly to an outsider but you know will reap you great rewards in the long run?

Answer those questions. Then do more of that. They’ll be back.

-Phil Wrzesinski
www.PhilsForum.com

PS There are many ways to build trust with your customers. I detail some of them in my latest FREE eBook Selling in a Showrooming World. If you aren’t one of the 273 people who downloaded it last week, you might want to see what all the fuss is about.

How to Handle the Crowd

I was at a trade show for the baby industry last week. One of those smaller shows with limited vendors and limited hours. My agenda was packed. One of my main vendors went out of business earlier this year and I was searching for a replacement. I had to budget most of my time for one product category while I skimmed through the others.

You know exactly what I’m talking about.

One of those skimmed booths had a bunch of new introductions. I needed a new price list and catalog. I slowed down my pace to take in all the new stuff before I reached the table where the lone person was staffing the booth.

She was sitting behind a table conversing with another person, presumably a customer.

I was about to interrupt to ask for information and be on my way, but someone else stepped in front of me and asked the same question. And then I heard it. A response that stopped me dead in my tracks. I shook my head, hoping I had heard wrong.

“Can’t you see I’m talking to someone right now?!”

Yes, that is exactly what I heard. Not only did the guy who asked the question walk away, I walked away, too. Emailed my rep the next day for the information I needed.

This is a multi-million dollar subsidiary of a multi-billion dollar company and all they could send to the show was one person who did not know how to handle a crowd.

Other crowded booths got it. Either they brought in enough people or they knew how to handle a crowd.

They said, “Will you excuse me, while I go greet that other person? I will be right back.” They asked my permission to leave (which I granted), went over to the other person and said, “Hey, thanks for stopping by. I’m working with Phil right now. Will you give me a couple minutes to finish up with him?” to which they also granted him permission and promised to wait for his return.

If you’re running your business the right way you will have moments where the customers needing help outnumber the employees available to help them. How you handle those moments will go a long way towards how many more of those moments you will get.

Ask permission to leave the first customer to greet the second customer. You will always get it.
Ask permission from the second customer to finish with the first customer. You will always get it.
Always be polite and gracious.

The better you handle the crowd, the more crowds you will get.

-Phil Wrzesinski
www.PhilsForum.com

PS This is an easy skill to train your staff. Make a game out of it by having them all ask each other’s permission to do crazy and goofy things. Get them in the habit of always asking customers’ permission. It puts the customer in control, gets the customer to buy-in and often will get the customer to wait for your return.

PPS If you find yourself getting too many crowds, time to hire more staff. As my grandfather always said, “Plan for Success”.

Selling in a Showrooming World

Information wants to be free.
Everyone has a smartphone.
Much of what you sell can be purchased online – often for less.
It has never been easier for a customer to do all the research herself, scan a barcode, and get the best possible price.

How are you going to compete?

By doing what you’re supposed to be doing anyway – meeting the customer where she is, and giving her exactly what she wants when she wants it.

Yeah, we call that selling.

I spoke to a roomful of baby product sellers last week about this topic and spelled out a few simple ways to help you close the sale. My notes from that talk are now available in the Freebies section of my website.

Check out my latest ebook – Selling in a Showrooming World. Yes, it is FREE (see the opening statement above). Share it with all your retail friends and start selling (again).

-Phil Wrzesinski
www.PhilsForum.com

PS After you read Selling in a Showrooming World, go back and read Customer Service: From Weak to WOW! and Staff Meetings Everyone Wants to Attend.  Then, if you don’t think you can train your staff to close the sale, you might want to consider buying the book Hiring and the Potter’s Wheel and get yourself a staff that is a work of art.

Information Gotta Be Free, A Good Salesperson is Priceless

What did we do twenty years ago when we wanted information on a certain product we were considering?

Anyone remember?

There was Consumer Reports. There were other magazines that might have done a review or two. There were your friends and family – a much smaller circle before Facebook helped us all reconnect.

And there was the salesperson. The gatekeeper. The controller of knowledge.

A Good Salesperson knew all there was to know about everything she sold and quite a lot about the stuff she didn’t sell. A Good Salesperson knew all about you, too. What you liked and didn’t like. What worked well for you. Your preferences. Your desires. A good salesperson let you through the gate, showed you what you needed to know, and found you the perfect fit.

When you found a good salesperson, you kept her. You went back to that store for the information, the suggestions and the personal touch. Oh sure, sometimes you got the information and bought elsewhere cheaper because of a deal too good to pass up. But you understood there was a price to that kind of knowledge and more often you were willing to pay for it.

The Internet changed all that.

Information is FREE. Wikipedia said so. Jeeves said so. Yahoo said so. Google said so. Information is free and plentiful. Not always accurate, but always out there.

Today we can pull up dozens of review sites, complete spec sheets and instructions, hordes of testimonials both good and bad all in a matter of seconds. Today we can walk into almost any store in America and know just as much or more about the product than the gum-chewing clerk waiting on us.

The Internet brought the level of available information up. But at the same time,the level of professionalism of the salesperson went down. I partly blame Albert Einstein who said, “Never memorize anything you can easily look up.” It is so easy to look things up now that salespeople stopped knowing.

Except what does that tell the customer when your salespeople are looking up the same information the customer looked up last night at home?

The other thing we’ve lost has nothing to do with the Internet. Our salespeople have lost the ability to connect.

Information gotta be free. And it is. The difference now between “selling” and “clerking” is the connection. Go back up and read that paragraph about the Good Salesperson. Those last six sentences are why showrooming is such a big deal. Salespeople have forgotten about connecting. Customers feel no connection so they gather up all the free information they can and shop wherever they please.

Want to combat showrooming in your store? Spend your money hiring good salespeople who want to connect. Spend your money teaching them how to connect. Spend your money, your time, your effort getting to know your customers better.

The Internet will never be able to compete with that.

-Phil Wrzesinski
www.PhilsForum.com

PS In a few days I’m going to be showing a bunch of juvenile product store owners how to connect and sell. Shortly after that I’m going to post my latest Freebie – Selling in a Showrooming World. If you can’t make it to Vegas, be sure to look for the new eBook. Just like all the information I’ve posted… It’s FREE!

What Does Your Customer Want to Know?

How much product knowledge is enough product knowledge? Simple. Ask yourself…

What does the customer what to know?

Then make a list for each product.

The customer wants to know (in no particular order)…

  • How much does it cost?
  • Where was it made?
  • What materials is it made out of?
  • Why it will solve her problem?
  • What makes it different from all the others in its category?
  • How long will it last?
  • What other options and accessories are available?
  • How soon can she have it?
  • Will she have to put it together?
  • Why should she buy it from you?

Make a sheet that answers all those questions for everything you sell and your staff will have the product knowledge they need.

-Phil Wrzesinski
www.PhilsForum.com

PS The hard part is getting to know the customer well enough to be able to answer the right unspoken question. Which one of those questions is the most important to her? Answer that one first and you have a far better shot at making the sale.

Managing Expectations

Have you ever done something for a customer and been disappointed by her reaction?

I mean, something really nice, quite special and unexpected, yet she didn’t respond in kind? She didn’t say thank you or decide to buy more, or promise to bring all her friends back to shop with you?

She didn’t even acknowledge that you did something nice for her.

Now you’re pissed. Now you’re in the back room bitching and moaning about the ungrateful customer. Now you’re griping and complaining about how customers don’t care and are rude and don’t get what you have to sacrifice to be there for them and don’t understand how slanted the playing field is against you and don’t realize what it costs for you to be in business and have no idea what you have done for the community and…

Whew. Working up a sweat back there.

I would hate to be the next customer through the door.

The problem here is one of managing expectations. We need to realizes that unless we tell the customers up front how we expect them to behave, we cannot get upset when they don’t behave the way we expect.

I am not actually suggesting that you tell them how to behave. I’m suggesting you give up your expectations. I’m suggesting you continue to do nice things, special things, unexpected things for your customers every single time but without any expectations in return. I’m suggesting you continue delighting customers whether they acknowledge it, whether they tell you, whether they even seem to care.

Give up the expectation. Just do the right thing. Time and time again.

We all know that customers who have a bad time likely won’t tell you, but they will tell their friends. Why would you think that customers who have a great time might be any different? That customer you bent over backwards for might not tell you how grateful she is, but she’ll tell her friends.

It’s all about managing expectations.

-Phil Wrzesinski
www.PhilsForum.com

PS Yes, this even applies to showrooming. I’ll talk more about that in future posts.