In previous articles I referred, with special emphasis, to treatment, courtesy, empathy and communication with the client. The details of this subject being so extensive, I want to comment on several decisive tips for the success of sales.
First of all, let's put ourselves in context. The consumer is a person who deserves care in his multiple requirements and motivations. It is one who goes to stores with the intention of acquiring goods and services for their satisfaction. It is a being with values, particular interests, information, prejudices, fears and that, finally, tries to invest its money where it obtains the greatest benefits.
Remember, the buyer is the most important part of the business that brings your desires and, consequently, it is our mission to treat them with deference. He is someone whose goal is to be pleased, and therefore we must offer him careful guidance and not just - as sometimes happens - make a hasty sale inspired by the commission that will be earned.
I will start by reaffirming what a client is looking for when making an acquisition so that, from there, I understand their concerns and know how to address them. You usually want to find reasonable prices; adequate quality for what you pay; personalized attention; good home delivery assistance; convenient shopping time; some geographic proximity, if possible; possibility of consuming on credit; reasonable variety of offers; comfortable and clean premises.
On the other hand, there is a typology of clients that helps to know their behaviors, reactions and attitudes. It is convenient to have training that makes it easier to identify and locate the potential buyer based on this classification in order to intervene effectively. Otherwise, treating everyone equally may not be the right answer. Below I will only discuss the two most controversial classes.
The "argumentative client" is one of the most complicated and, therefore, it is advisable to examine its development to neutralize its effects. He is aggressive and will not agree with everything that is said. It is suggested to ask for his opinion, speak softly (but firmly), focus the conversation on the points of agreement and develop a heightened self-control to face it.
Another is the so-called "angry." When it comes to this type of customer, don't deny your anger and say, "You have no reason to be angry." This will upset you more. It is recommended to see beyond the anger, not to get defensive, to avoid getting involved in your emotions, to call out your anger, to analyze the problem thoroughly and negotiate a solution.
An aspect that is impossible to avoid is referring to the staff that attends and the information they have about the product or service and, also, about the company they represent. This conclusion forces me to reiterate what was said in my article "Communication and courtesy in customer service":“… I visit establishments on weekends where the sales promoter does not have any greater notions, beyond the basic knowledge acquired in his brief training. Without a doubt, it leaves a poor perception. You must have an appropriate emotional profile, have undergone training, continuous evaluations through surveys, anonymous clients and other means in order to know your performance in such a complex scenario. The client likes to be served by someone with broad mastery, dexterity and strong interaction skills ”.
The favorable dedication manages to conquer the loyalty of the customer whose satisfaction will translate into greater loyalty to the company; increase profitability; it will increase sales as happy customers are willing to purchase other services or goods; new clients captured by consumer referrals; decrease in marketing costs (advertising, sales promotion and the like); reduction of complaints and lower expenses caused by its management; best reputation of the establishment.
A percentage of the clientele feels dissatisfied by the indifference and terrible attention of salespeople, supervisors, dispatchers, distributors and collectors. The Peruvian client evades the confrontation, but it does not mean that he does not renounce to return to the place where he was poorly treated. According to various studies, it is nine times more difficult to attract new buyers than to retain them. For that reason, establishments should strive to ensure that their consumers are flattered by the consideration offered.
Serving with dedication and professionalism is an art that requires will and a professional profile, from my point of view, absent in many businesses that emerged from favorable market junctures. But whose sustainability will be hurt by the skills of the competition and user preferences. I frequently observe anomalies and mediocrities - showing poor standards in customer service - in commercial warehouses of foreign investors whose deficiencies are not exhibited in countries where the reaction of the user, for cultural and social reasons, is different.
It is necessary to promote optimal efficiency in relation to the consumer without distinction, or discrimination as occurs in our environment. It is imperative to specialize the work of those who are in front of a counter and constitute a representative part of the entity's corporate image.
I recommend that the customer service area stop being a “tailor's box” that houses orphaned individuals of preparation. Companies could improve salaries, create incentives and hire personnel with qualities and conditions for this invaluable activity. Finally, consider this well-known expression of the Italian poet Arturo Graf: "Knowledge and reason speak, ignorance and error scream."
(*) Teacher, consultant in event organization, protocol, professional image and social etiquette.
