Stop your complaining!
Matt Lynch is the national sales director of LYNKA Promotional Products. John Lynch is president of LYNKA.
Those of us who have lived here in Poland for a long time, have no doubt noticed that Poles have a tendency to complain. They complain about politics; how hot it is; how cold it is; the traffic; the economy; the service; the prices and more. Many of the "old guard" even complain about their customers! "Hey Alicja, can you believe this guy, he wants it tomorrow!"
To be fair, most ex-pats here complain too much as well. We once heard an American complain that Warsaw is considered a hardship post, because you couldn't find Diet Dr. Pepper!
So, if you are running a business, have regular contact with customers, or work in a sales organization, it's far more important here, in comparison to most places, that you have a solid plan for handling complaints. As experienced complainers ourselves, here are some guidelines that can help salespeople and customer service reps turn complaining customers into happy customers:
When the complaint happens, shut up and listen. This is when the famous "sales rep listening skills" are most important. If the client calls, just hear him out. Before you try to explain, collect as much information as you can and write it down. Sometimes this first "bitch session" can help the client to vent his anger. Complaining customers sometimes attack because they are expecting resistance; you can calm their hostility by listening, taking notes and not going immediately on the defensive.
Thank the client for his candidness. Even if he is a monster, stay calm and be professional. Don't agree or concede to anything in the first call, just listen and thank him for his comments. And, god forbid, never fight with the client! Never. If the problem is relatively small and it's within your competence to solve it, or if the solution is low- or no-cost, then jump at the opportunity to solve it. If not, promise the client you will look into the matter immediately and get back to them the same day or the following day at the latest - depending on the level of urgency.
Take responsibility for the problem. All too often, we hear: "It's not my fault!" Don't focus on blaming someone else or another department. Apologize for the inconvenience and let them know that you will do your best to correct the situation. Let them know when you will contact them next and stick to your word. It only compounds the problem if they need to keep contacting you in order to get an answer.
Now, research the problem. Get your customer service or operations person to find out what went wrong. You need to hear all the sides of the story to achieve an understanding of the problem. This not only helps answer the complaint, but usually uncovers problems in your operations. Diagnosing problems after customer complaints is a requirement of "great companies." Years ago at LYNKA, we introduced the Tuesday morning "customer service" meeting where sales, production and customer service come together to discuss every single complaint or problem that occurred in the last week. As a result, the solutions flowed and the complaints decreased.
Avoid e-mail - handle the complaint by phone. In our sales training last weekend, we begged our sales reps to stop hiding behind e-mails and, when a problem occurs, to get on the phone and talk it over in person. Handling complaints by e-mail is simply wrong in most cases. And if the problem is very serious, or affects a key customer, then visiting them in person might be in order.
Turn the problem into a customer service victory, something that sales guru Don Hutson calls "A Miracle Opportunity." Often, if a company handles a complaint well, they can actually build loyalty with the client. That's because so many companies handle complaints poorly, especially in Poland.
Offer a "Fair Solution." If your company is clearly wrong, then solve the problem at your cost. Period. If it seems like a "misunderstanding"- be aware that the problem may be that you have weaknesses in your sales ordering systems and procedures. A "fair solution" may involve some negotiation, but beware - it's not worth losing a client over a small amount, just to achieve a compromise. One expert we know says if it's a big client and a small order, just solve the problem regardless of cost. Sometimes life isn't fair.
How to handle a dishonest client? The large majority of clients are fair and honest, but there are a few real cheaters out there. We all know them; we've had a few ourselves. Their complaint is without merit, or they are just covering their dupa from a mistake of their own. In these cases, you have to decide - solve the problem and take an unfair financial hit, or stick to your guns and lose the client. If your client database shows that a particular client is a serial complainer, the best thing you can do is explain that "we are sorry but it looks like we won't be able to meet your demands in the future", then recommend him to your favorite competitor across the street.
Keep track of your mistakes. All the best companies know - down to a decimal point - how they are doing with customer complaints. Track your complaints in a way that tells you where the problems are occurring and if they are getting better or worse.
Customers are five times more likely to share their horror stories of doing business with a certain company, than of telling of a positive experience. So that's why it is important to establish clear procedures and guidelines in handling customer complaints. With a little effort and the right attitude, you can turn complaining customers into loyal customers.
Sales Trainers and Sales Managers Wanted! We are planning a few future articles where we interview leading sales managers and sales trainers about their views on "Selling in Poland." If you qualify and are interested, please send us a short introductory e-mail along with a personal or company profile. We'll contact you shortly. We're at: saleseye@lynka.com.pl
