How To Sell to Retail Customers: Solve Problems

The big mistake many retail reps make is that they don’t address customers' real issues! They avoid anything negative because they are afraid to deal with “problems.” As a result, clients get discouraged and refuse to do business with you. Even worse, they’ll file a complaint with the Better Business Bureau and write up a bad review of your company online.

However, you can train your staff to listen honestly to customers and respond to their needs. View a customer complaint as an opportunity to re-sell your company’s products and services.

1. Listen. Always apologize. It never hurts! “I’m so sorry,” is a good response. Listen and respond with, “Oh” and “Really?” Assess the situation. Ask questions to find out all the facts. Sympathize with your customer. Put yourself in his or her shoes, such as, “I agree. I would be upset, too, if my package didn’t arrive on time.”
2. Respect your customers. Ask them what you can do to fix the situation. For example, “We want you to be happy with our services. How can we make this right for you?” Write down the customer's complaint on a form and take responsibility for following through until it’s solved. In close calls, “tie” goes to the customer. Always give the customer the benefit of the doubt. The customers may even be wrong, but never let them know it.
3. Lighten the mood. Remain upbeat; use humor if you can. Address the problem, solve it, and then move on, such as, “I’ll make sure the manager resolves your problem right away. Here’s a $1 coupon for your next visit. Now, can I help you ship anything today?”
4. Stay in control of your counter. Rehearse answers to common objections. For example, “We do charge a small mark-up on postal services; however, most customers don’t mind paying a few extra cents to save 30 minutes standing in line at the post office.” Focus on the benefit for your customer. NEVER get angry — you lose control of your counter area and the transaction.
5. Don‘t take it personally. Remember that upset customers are not mad at you. Allow everyone to have a bad day once in a while. NEVER argue or get upset. After all, it’s only a job, not your life!

Instead of steering customers away, your staff should be welcoming customer complaints. View them as an opportunity to show you care, and earn a lifelong loyal client in the process!