Oh that’s Horrible!

Out of all the books I have read, there are only a few I recommend. One of my favs is “Customer Satisfaction is Worthless, Customer Loyalty is Priceless” By Jeffrey Gitomer.

I’ve probably read this through 3 times. Also great bathroom reading. I would like to give you a sample from the book that talks about a practice that I apply to my own business.

Page 117
Chapter: If you Talk Stupid, They’ll Get Angry

The Secret Words Are…

OH, THAT’S HORRIBLE!
(Said with extreme empathy and feeling)

These Secret words not only stop the customer from complaining, but it lets you begin to get to resolve and solution. The customer does not want to hear a bunch of your lame excuses about why it didn’t work, or didn’t happen. They only want to know you CARE about them, and what you’re going to do about it — NOW!

When you say “Oh, that’s horrible,” it immediately lets the customer know you’re on their side. The customer is expecting you to provoke an argument, but when you say, “Oh that’s horrible,” the argument is over. Try it — the results are amazing.

Here’s there success strategies to ensure a great team of responsible, service-oriented, customer-focused people.

1. Hire happy people.
Start with those most likely to succeed.

2. Record yourself and your co-workers once a week.
Listen to how you sound. Listen to your tone of voice. Listen to how you take resonsibility. Listen to how you respond. Is that who you would want service from? Listening to yourself is painful and powerful.

3. Take some kind of training everyday.
If you want to be great, you must learn how to get there. (Managers… if you want great people, it’s your responsibility to train them to be great.)

I would also like to add to this…

When was the last time a customer or client called your office and they could not decide on ordering? Or maybe they are not sure the product will work for them. When was the last time you just sent them the product to try?

I’ve actually done this over the last 10 years creating Photoshop training products.

All you have to say is “John, if you are not sure, then how about giving me your shipping address and I’ll rush you a copy right now. If it’s not what you thought, then just send it back, how does that sound?”.

Most of them are completely shocked and say “your service is the best ever!… Don’t you need my credit card??” I’ll say NOPE. All I need is you name and shipping address. “oh… wow”.

• If John see’s Jane asking where to find Photoshop training, who will John recommend?
• How likely would this person buy your next product?
• Most importantly, what will John say about you?

btw… Every customer I had that received the trial wanted to pay for it immediately. I actually had one guy call me and gave me his credit card before he removed the shrink wrap off the package. He said he did not believe me when I told him I was just going to send him the product for nothing. He was so blow away at the service he just wanted to hurry up and pay for it!… true story.

• You can get Jeffrey Gitomer’s book at Amazon.com (Not Affiliated)

-Mark Monciardini

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