Dealing With Customer

Issues
Agricultural Education Instructor:
Welcome to ___________ (fill
in the blank) Store!

to meet all of your

agricultural
needs!
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 Grand Intentions Story as told by Jeff Mowatt, author, in an article “Grand
Intentions to Greater Sales” taken from his book Becoming a Service Icon in 90
Minutes a Month, located at:
http://www.jeffmowatt.com/articles/grandintentions.html)

“Here’s a powerful lesson about selling from a 15

year old.  My wife and I had just picked up a dog
from the humane society.  On the way home, we
stopped at a pet store to pick up some dog food, a
dish, and a leash.  I'm figuring this stop will take eight
minutes. That was before we met the store's
teenaged employee, "Tina.“

"Anything in particular you're looking for?" Tina

asked.  My wife replied that we'd just picked up a dog
from the SPCA and needed a few supplies. 
The teenager's response: "Really? You adopted!  That is
so sweet.  You know, I'm working here because this is
more than just a job to me.  I'm doing this because I love
animals.  So, no matter where you buy your pet supplies
from, I want to make sure that we get all of your questions
answered, so that your little dog gets the best possible
care."

I glanced over at my wife and notice that she's looking at

Tina with the kind of expression that says, "You- are- a-
child- of- God- who- this- world- needs- more- of- and- of-
course- we're- going- to- buy- all- of- our- pet- supplies-
here- and- let's- not- even- discuss- anything- as- petty- as-
price."
Fifty-eight minutes later, I'm pushing a cart out the door
with over two hundred dollars worth of pet supplies.  The
dog was only seventy five.”
 Consistently telling customers that YOU (the employee) care
about THEM (the customers) and their problems!

“Grand Intention© ”: Expressing to customers that you

understand:
1. Their immediate needs
2. Their larger desire

“Grand Intentions© also work to:

1. Connect on a personal level with customers
2. Enhance trust and cooperation with customers AND
other employees
 Story as told by Jeff Mowatt, author, in an article ““Keeping Customers When Things
Go Wrong Five keys to turning upset customers into fans” taken from his book
Becoming a Service Icon in 90 Minutes a Month, located at:
http://www.jeffmowatt.com/articles/keepingcustomers.html)

“When it comes to dealing with dissatisfied customers, most

businesses believe that money back guarantees and/or
exchange policies will fix the problem. 

Lousy strategy: Money back guarantees and

exchanges may fix the problem, but they do nothing to fix
the relationship. 
“Inadequately trained front line employees chase away
repeat customers and referrals, spread damaging word-
of-mouth advertising, and become frustrated and de-
motivated because they're constantly dealing with upset
customers.”

http://www.csun.edu/brucelammers/marketinghumor/cartoon_customerservice_dealwithit.jpg

“On the other hand, by applying just a few critical people

skills, front line employees can create such positive
feelings -- for both themselves and their customers, that
an upset customer will become even more loyal.  They'll
be transformed from being a critic of your organization to
becoming an advocate.  Here are 5 key strategies:”
 Key #1: Focus on Concerns vs. Complaints
 No one likes to hear customers complain
 To prevent this defensive mindset, learn to treat
customer complaints as concerns:
 Customers who express concerns are helping you:
 Stay Sharp

 Be Competitive

 Become Successful

 Focusing on customer concerns vs. complaints

immediately shifts negative situations into ones that
are:
 Positive
 Helpful
 Productive
 Key #2: Empowered Front-Line Employees
 Customers won’t become upset if front-line
employees are empowered to make reasonable on-
the-spot decisions
 This empowerment requires TWO important factors
 Training
 Make sure as an employee you are trained to make on-the spot
decisions

 Trust
 Your employer must TRUST you – they must believe that you
will make the best decision possible for their business and for
the customer

 Businesses don’t get customers for free.

 They EARN customers by making sure that all front-
line employees are empowered with on-the-spot
decision-making abilities.
 Key #3: Prove that you’re listening

 When a customer is voicing their dissatisfaction:

 STOP whatever you’re doing
 Turn towards them
 Give them an expression of total concern.
 LISTEN without interrupting

 Then: PROVE you’ve heard them!

 Repeating:
 Repeat what the customer said.
 Tell them WHY you’re repeating them “I want to make sure I understand
what you’re saying – this is what I heard you say _________________”

 Paraphrasing
 Restate what the customer said
 So what you’re telling me is ____________________”

 Repeating & Paraphrasing lets the customer KNOW

that you truly understand the problem.
Student 1:
I can’t believe that you ordered the wrong part! Now I can’t
fix my tractor, the crops are starting to wilt from the drought,
and a hail-storm is supposed to hit tomorrow. Why can’t
you do your job right? Now I’m going to lose thousands of
dollars in ruined crops because you weren’t smart enough
to order the right part! Now I’ll have to wait another week
for the RIGHT part to come in!

Student 2:
Let me make sure I understand you correctly. You’re upset
because without this part you won’t be able to fix your
tractor, and you’re concerned about getting the crop
harvested before the storm.
 Key #4: Express Sincere Empathy

 Virtually EVERY upset customer feels frustrated because

they didn’t get what they expected
 It’s THAT simple

 Whether or not they have a valid reason for feeling

frustrated is completely irrelevant.

 Upset customers need to know that you care

 You care about their problem
 You care about their frustration

 Empathize with them

 Use phrases like, “Gosh, that sounds frustrating.” Or, “I’d feel
the same way if I were you.”

 Empathizing diffuses angry customers faster than anything

else you can do.
Student 1:
You’re absolutely understanding me
correctly. . .

Student 2:
I’m very sorry about the misunderstanding
and for ordering the wrong part; I’d feel the
same way if I were you.
 Key #5: Apologize and Provide Extras.

 Tell the customer, “I’m Sorry.”

 Even if it wasn’t your fault.
 You represent your business to that customer –
apologize on behalf of the entire company

 Apologize even if you think it’s the customer’s fault

 Give the customer the benefit of the doubt
 By erring on the side of the customer you will ensure
repeat and spin-off business for many years to come.

 If the product / service really fell short of the mark,

give the customer a refund or exchange.
 Refunds & exchanges often aren’t enough –
 Give customers something for their inconvenience,
including any small gesture or token of appreciation
Student 1:
I just feel so frustrated. If I don’t get this crop harvested,
I don’t know what I’ll do.

Student 2:
I am so sorry this happened. If you’ll give me a few
minutes, I’d be happy to contact a few people and see if
I can’t find a supplier who can get you that part in the
next few hours; that way you’ll still have time to get your
tractor fixed, and get the crop harvested before the
storm hits. I’d even be happy to send someone out to
get the part, and deliver it to your farm if that would be
more convenient for you.
 Plumber dressed in an Armani Business Suit

 Lawyer presenting a case in court dressed in khaki

shorts and a t-shirt

 Waitress wearing too much makeup, sporting tattoos

and body piercings while working in an upscale, fancy
restaurant

 A bartender in an alternative nightclub wearing a

conservative suit and tie

 A ranch hand wearing skating shoes, baggy jeans, and

a fancy button-up shirt
 Bizarre Reason #1: You look different
than expected
 Customers prefer doing business with
individuals who meet their visual
expectations
 If you want to keep customers, dress in a
manner that customers expect
 First Impressions may not be “fair,” but they are
the realities of the business world.
 Employees are hired to take CARE of
customers – not express their individuality
 Bizarre Reason #2: You’re hard to
understand
 Customers don’t want to strain
themselves to understand you
 Speak the local language clearly
 This concept has nothing to do with
discrimination based on ethnic
differences or nationality
 It has to do with basic communication
skills that are essential to do the job.
 Bizarre Reason #3: You Exaggerate

 Don’t exaggerate to tell the customers

what they want to hear
 If a task will take 15 minutes to complete, don’t
say “It’ll only be 5 or ten minutes.”
 This is called “lying.”
 Customers hate lying

 Organizations that stay in business over

the long term adhere to the age-old adage:
 Under promise and over deliver
 Bizarre Reason #4: You’re Indiscreet
 Customers don’t want to wait while you finish a
conversation with your friends
 Either in person, on the phone, or on Instant
Messenger

 Customers don’t want to listen to you converse with

other co-workers
 They want to have their needs addressed
immediately; not listen to your private conversations

 Employees often tell customers more than they

want to hear
 When a customer asks you “How are you?”, they
don’t really want to hear complaints. It’s just a
greeting.
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