I was conducting a group mastermind the other day and the subject of handling
problems and issues came up. While we all agreed that making the customer happy should be paramount in our decision making, that’s easier said than done in the real world. It’s even harder when it’s your business, and your money that’s at stake. The connectivity and access of today’s world adds another dimension. So how should we react when something goes differently than planned?
The worst thing you can do is to look for why it happened. The customer doesn’t care why, they only care that it happened to them. The importance and emotions of a wedding day are just fuel on the fire. Advertising and marketing sells the idea of having a ‘perfect’ wedding, but that’s an unattainable dream. There are just too many variables, too many people involved and too many things that can go awry. Strive for beautiful, fun and memorable, as those are things you can achieve. I’ve often said that I don’t strive for perfection as that means that I can never do better. If this is the best blog I can ever write, it will be my last. If I know I can’t do better, I won’t even try. It’s knowing that I can always reach higher that keeps me motivated.
They’re not calling to say they’re happy
The best approach is to first be looking to find a solution. Make the situation right, and do it fast. When I was VP of Sales at a large wedding website, no one called me to tell me how happy they were with our services. They had already contacted customer service, their account executive, and that person’s sales director. If they had gotten satisfaction at any of those levels, they wouldn’t be reaching out to me. Some of my best friends in the wedding industry first came to me with a problem. It was because I handled their problem quickly and to our mutual satisfaction that we remain friends today.
The first thing I do when someone calls me with a problem is to say “Before we get started I want you to know that I’m sorry that you are having this issue, and I want you to know that this is the last call you’re going to have to make about this situation.” That doesn’t mean I won’t have to get back to them, but I’m not going to transfer them, or put them in a voice mail loop. I can already hear their tension balloon deflating. Then I tell them that I’ll be listening, and taking notes, and when they’re done telling me what happened, then I’ll talk or ask questions. I don’t interrupt as I want to hear it, in their words. I listen for key words or phrases that they repeat, as it highlights the most important parts of the situation. If you interrupt them, you may not pick up on those.
Listen and take notes
When they’re done emoting I ask if there’s anything else I need to know. Some will go back to the beginning and start the story again. If they do, I’ll let them go through it again. If they start to do that a third time I’ll stop them. When they’re through I’ll repeat back what I heard, to make sure I understand it from their perspective, and using the words and phrases that they used. This is very important because we all see things differently, as we have different histories and viewpoints. When I’m done telling them what I thought I heard, I’ll ask them if I have it right. Once we both know that I’ve heard them and are on the same page, I’ll ask the most important question “What do I have to do to make this right for you?”. I’ve found that much of the time the customer isn’t asking for anything unreasonable. Sure, there are a few that want the moon for something minor, but those are the exceptions you remember, not the majority.
Consider the Long-Term Value
When deciding what to do in these situations you have to consider the long-term value of the relationship. The long-term value is not the money they have paid you for this event, it’s the money you can earn, now and in the future, from them, and the referrals that may come down the line. In today’s digital world you also have to consider the ramifications of the negative press and/or reviews that might come if you don’t make them happy. I believe that often the people that are most vocal when things go wrong, can become your best allies when you handle it well. I would also much rather handle these situations privately, rather than publicly. You don’t want potential clients seeing you getting into a pissing match with a customer. It only shows that if they were to have a problem that you would argue with them, as well.
That’s why responding to all of your reviews is important. It shows that you’re engaged in that social media (yes, reviews are social media). I believe that if you respond to the positive reviews, you’re less likely to get negative reviews, or at least they may be less venomous than they might have been, as they know that you’re “in the room”, listening and participating in what’s going on.
It’s a Game of Chess
Handling negative situations is like playing a game of chess. You don’t make a move without considering what their next move will be. That often means considering a solution that is greater than what’s warranted. You’re not just trying to make the customer happy, you’re trying to preserve the long-term value, not only of this relationship, but also prevent the damage to your long-term value from potential customers that could be affected by their actions. If you’ve ever decided not to go to a certain restaurant, hotel or buy a certain product because of what you read about them, then you know that there are real dollars at stake.
What’s it Worth to you?
I’ve consulted with many wedding pros about how to handle negative situations. It’s amazing how much they’re willing to pay to fix a situation if the damage has already been done. Why can’t they see that before? That comes back to emotions and trying to stand on principle. The simple answer is to consider what you would want if you were the customer. They’re coming to you because they’re not happy. Will showing them that they signed off on those very same things make them happy? Of course not. Does trying to prove the customer wrong ever end well for either of you? No.
Before you act consider what’s the worst that could happen. When you’re deciding what to do ask yourself how much you’re willing to invest to avoid that from happening. I know many wedding pros that have refunded part, or even all, to wedding couples, and they were rewarded with referrals and repeat business. Often it seems like it’s too much, and that the punishment doesn’t fit the crime, but that can be short-sighted. As I’ve said many times “I’ve learned that in life and business, I’d rather be happy, and successful, than be right.” I wasn’t always this wise (ask my wife), but it’s serving me well now. I wish you the same wisdom.
Want my advice on how to get it right, and how to grow your business? Listen to what these wedding pros, people just like you, have said after working with me. Then call or contact me: A[email protected]; 732.422.6362; international enquiries 001 732 422 6362
I was a part of Alan’s mastermind sales training one week ago in Pittsburgh, and it was the most effective sales training I’ve ever taken. I have been putting what I learned into action and have seen immediate results! He gives great tips for communicating with your client more efficiently. I HIGHLY recommend Alan to anyone looking to increase their sales productivity!
Laura Madison, Bella Sera, Pittsburgh, PA
Every once in a while you have an experience that makes you think “Why don’t I do this more often?” This workshop was one of those experiences. When you run your own business, it becomes difficult to take the time to invest back into yourself and your business skills. I am glad I took the time to attend and participate because I found the information valuable and confidence-building.Theresa Kaufman Events & PR, Pittsburgh, PA
Alan was absolutely amazing. We set up a date for him to come and speak to my staff, my partners and myself. I learned so much from him, I didn’t want his visit to end. I definitely recommend you hire him to speak if you are like me and are always looking to better yourself and your business.Michael Greegoro, Partners in Sound, Staten Island, NY
