In Their Words: Key Phrases that Signify a Customer's Bad Experience with a Competitor
Are You Listening to What Your Customers Are Actually Saying?
Photo by Andrea Piacquadio: https://www.pexels.com/photo/woman-in-white-shirt-showing-frustration-3807738/
Every business I know of always seeks ways to improve customer service.
Our local Chamber of Commerce Business Support Committee recently surveyed local businesses asking what types of training seminars they would like to see.
The overwhelming response was for Customer Service.
Most business owners will tell you that providing courteous service is paramount.
They sometimes forget the importance of listening for specific phrases the customer might use in the initial contact with your business.
The owner of a local automotive repair shop keeps a list of 23 specific phrases by each phone that his employees are on the lookout for:
Here they are:
My car is at another shop —
Do you return used parts?
I've been to other shops —
I've been ripped off before —
I have the parts —
Do you think they're charging too much?
I don't trust them.
All shops try to cheat you.
Can't you get a used one?
That can't be the problem.
My father told me —
Another mechanic said —
I can get it for less at —
I don't think I really need that.
I brought my son along —
You should have known that.
You should have fixed that last time.
I was insulted by —
I was offended by —
They caused me to —
They made me —
I hate —
I'm so angry at —
This small-town business owner is looking for a clue that the potential customer has had an unpleasant experience with a competitive repair shop.
When a customer mentions one of the "key phrases," it alerts the employee that this customer needs extra special treatment.
The customer has probably been "burned" with a hefty bill for work that was not done correctly.
These customer phrases create a great opportunity to convert this customer to a loyal and excellent P.R. person for your business.
Take care of them, and you can count on referrals for years.
At your next company meeting, compile a list of phrases that your customers sometimes use that will alert you that they are looking for a company to right a wrong done to them by a competitor.
Go over these phrases with every employee and convert your competitor's customers to yours.
Customers don't always want to admit they've been taken advantage of, but if you listen closely, there are often clues to their true feelings.
Pay attention and allow them to talk. Every customer interaction is essential to small businesses success. Make the most of each one.
Recommended Reading: Phrases That Sell: The Ultimate Phrase Finder to Help You Promote Your Products, Services, And Ideas by Edward W. Werz, Sally Germain