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Secret Knowledge
How To Deal With And Win Over , Our Toughest Customers | |
Customerzilla |
We have all dealt with them .
We have all had to endure their wrath....I'm talking about the customer from the dark side.
The customer who challenges your
patience and makes you want to quit
carpet cleaning forever...
There out there , in fact about 10% to
18% of your customers will fit the
profile of this unique group. We have a
name for them here at Boss Optima. We
call them the ...
The Intense Customer | |
Why do we use this
name?
Because its very appropriate. You see,
these customers all have a behavior that is very
similar and if you understand these customers
and more importantly, understand
how they think.
You will find that not only is it easy to tame
them . But, you can also find that they will be
some of the most loyal customers we could ever have.
But first we have to understand why they act so
different from "normal customers'
Here is what you have to understand first about
"Intense Customers"....They have been burned
before!!
And this could mean many different things..
It could mean they got ripped off by a mechanic
at some point.
Maybe they were lied to, by the cable guy.
Maybe a plumber scratched their tile and did
nothing about it....
Maybe back in 1994
they got a horrible
service from a painter. And the problem was not
resolved.
Maybe they were victimized somehow in their
personal life.
The point is , this group tends to made up of
people who have had nightmare experiences and
felt taken advantage of by service companies (or
people) at some point in their lives...And
they are very aware of this in their present
dealings.
But the point is this....
They got burned before and their not ever going
to again....so when anybody does work for them.
their going to go to great lengths to ensure
they get what they pay for.....what does this
mean for you?
A service trip from hell.
Unless you know the secrets to taming these
customerzillas. And there are 3 main secrets....
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They are acting from fear...They
are afraid of feeling like they
did before.
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So address
this head on by making "Bold Statements
of Assurance" early in the job...Want
to
see a customerzilla change before your
eyes?
Say this during the walk through..
" Ok I'm
going to start unloading my equipment,
by the way....My main mission today, is
to try to give you the best carpet
cleaning you have ever had. So you let
me know if I succeed...."
Music to their ears. You see a
customerzilla usually has to work very
hard just to "make sure you do an
acceptable job". They usually
have to work hard at "supervising you"
and double checking your work.
By making a statement like this your
promising the best job they ever had and
they don't have to do anything because
you've stated that's your mission... You
just took a huge step in calming their
fears....And giving them permission to
rest from their customerzilla ways.
The first key to
taming a
customerzilla is to proclaim an
experience beyond what they could hope
for. Because that's even beyond their
simple goal, of just getting a "an
acceptable job."
Any bold statements you make about
giving them the best service ever, has
this effect on them. The earlier you say
it, the less customerzilla you have to
deal with.
Be very mindful that you have to
be very aware of anything that
might trigger or activate
their fear...your margin for
error is slim!
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A "normal" customer might not be too
affected if you get a little water on
their wood floor. But to a
customerzilla, this is a flagrant
disrespect to them that requires a
dramatic war-like response.
With customerzillas you have to be extra
careful not to do anything that shows
disregard or disrespect to their home.
You really have no margin for error with
them. (there just looking for a reason
to be concerned)
And trust me, if you give them a reason
and don't handle it correctly. The trust
is gone forever. Now their questioning
everything...."Did you really spray the
Teflon??" "Are you
really trying your best to get that
stain out ?" "Why
did you do that room in half the time it
took you to do the other room?"....Now
their fear is activated and they go into
full blown paranoia mode.
And now all of your service is now
suspect. You see, to a customerzilla,
how you do one thing is a proclamation
of how you do all things!!!
And you are in for a nightmare.....So
remember , you have to be extra careful
not to "trigger" them.
More importantly, just stay aware that
you are very much a guest in their home.
If something "does not go
as planned". Or you do
falter,
you have to overreact with over
the top care and concern, at a
much higher level then normal...
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Let's say you do get a little water on
the wood floor...
Your reaction needs to be over the top
with care and concern. Clean the
water up quickly. (don't wait).
Apologize with great sincerity.
Maybe put a towel or protective sheet
down.....Take visible action to show
them you don't want that to happen
again...Show disappointment that it
happened in the first place.
In other words ....Let your actions be
dramatic and show more care and concern
then they could ever hope for.
This is critical to avoid triggering a
customers fear.
The customer needs to see visible
undeniable apologetic reaction from you.
And it has to be sincere.
The worst thing you could ever do to a
customerzilla is act as if "that
is normal" or "acceptable". You
might as well hang up a Signe that says
"DONT TRUST ME I'M GOING TO BURN YOU
JUST LIKE THE PAINTER DID".
Their is no
escaping the fact that you will
encounter these customers. The key is to
use the above secrets to calm their
fears and avoid their triggers. Do this
and you will have much more desirable
experiences with this unique group. And
remember these customers can end up
being our most loyal customers.
Why?
Because their fear and paranoia makes
them very reluctant to try somebody else
once they find a good service.
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Stay focused on the customers and who
put their trust in us. And let our house always be just.
Mike Ochoa
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