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Archive for Feature
Monday,
January
24th,
2011
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When I was doing home parties, I kept my catalogs out of sight until the shopping portion at the end of the evening. It increased my sales and made it easier to hold the attention of my guests during my parties. When I train this concept now, often times I'll get the protest that guests need the catalogs because they need to be able to see the items that the representative doesn't have with them as a part of their display. That's when I counter with this question:
"Have you ever read to a group of 1st graders?"
You know how, after you read the words, you turn the book around and slowly move it from right to left so everyone of their sweet little faces can see the pictures? If so, you know how to use your catalog during your presentation. Not by handing them out and having your guest's noses in them all night, but by talking about the items on the page and then showing them the pictures and having them write down the page number on their wish list for closer inspection later on when you do give them a catalog.
Why should it matter if they have a catalog during your presentation (besides the aforementioned lack of attention on you)? Well, consider this: if your guests have a catalog in their lap throughout your presentation, they feel confident that they’ll remember what they like when it’s time to order. Chances are, there are dozens of pages and hundreds of items in your catalog, so remembering what they specifically like at the end of your party isn’t as easy as it might seem.
Consider giving your guests a wish list instead of a catalog at the beginning of your parties. This idea might seem strange, but let me explain. A wish list is simply a place for them to write down anything they like. They’re not committed to buy anything they write down, they’re just keeping track. If all they have is a wish list, which is simply a list with spaces to write down the names, catalog page numbers and prices of what they like, they’ll be keeping track, as you go through your party, of the items they like most (because without a catalog, they're afraid they'll forget what they like, so they are more likely to write it down).
More importantly, this tool is like having a window into their brains, because as you sit down to support them with placing their order, you can look and see exactly what they liked. Can you see how this might support you in getting not only bigger orders, but bookings as well? ("Wow, Brenda, you have ten items on your wish list. I don’t want you to have to pay for all these items! Let’s do a party so you can earn some of this for free!")
There’s no way you can have this conversation if all they’re using is a catalog. Get it? So wait until the end of your party (when you know they're ready to shop) and then hand out the catalogs. And use your catalogs just like a copy of "Green Eggs and Ham" in front of a room of 1st graders.
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You may, as long as you do not alter it and include the following information (with active links as appropriate):
Julie Anne Jones is direct sales corporate consultant, coach, and trainer, and the CEO of Julie Anne Jones, Inc. She is known for her authentic and easy-to-use scripting and specializes in specific language and tools for success in direct sales. To learn more about Julie Anne and her products and services and to read her weekly blog posts, visit her at www.julieannejones.com.
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I'm a bona fide chocoholic. My true favorite is milk chocolate with mint. Whenever I fly through Seattle, I grab a box of Dilettante Chocolates Peppermint Truffle Cremes on my way through the airport. On my last trip home, I bought a box and jumped on my flight. After dinner that night, I opened the box and took out a much anticipated, individually wrapped chocolate, bit into it…and almost broke a tooth. My truffle creme was hard as a rock. Every piece in the box was like that.
So the next morning, I called the company, explained the problem, and they apologized profusely, promised to mail me a new box of candy, and said someone from their customer service department would be giving me a call. So far so good. Until 4 days later when the box of candy arrived. The packing slip said Peppermint Truffle Cremes, but the box said Ultimate Extra Dark Chocolate Creme. Dark chocolate is the only kind I don't eat.
So I called back. This time, the same receptionist I spoke with the first time (and he remembered me) was defensive and down right rude. He said he'd have a manager call me. No one ever did. So not only was the problem compounded by a second mistake (which isn't the end of the world), but he made it worse and I walked away an unhappy customer. I doubt if I'll be stopping by their kiosk to buy a box of chocolate in January when I fly through again.
Would You Rather Be Right or Successful?
What's this got to do with you or your direct sales business? I hope it's an important lesson to you. While I was certainly an unhappy customer, I was definitely open to having Dilettante Chocolates make things right for me. Until they didn't. Had they done a great job of customer service with me, I would have become one of their greatest fans (and may have been writing this blog post to encourage you to stop by and buy a box of candy if you're ever passing through Sea-Tac Airport, instead of warning you that it might not be the best idea).
When I have an unhappy customer, I have one goal and only one goal…to make sure they walk away as happy as possible. I lead with the question, "What can I do to make you happy and turn this situation around for you?" Honestly, most people are shocked by the question and don't even know how to answer. Customers expect to have to fight for their rights in these situations because most companies don't understand the value of good customer service. For me, one unhappy customer can do more damage that 50 happy ones. So I don't care how "wrong" I have to be, I make it right if at all possible.
Turn an Unhappy Customer Into A Raving Fan
The next time you have an unhappy customer, look at it as an opportunity to create a "raving fan." I have several stories like that, and a few of my biggest "fans" started out as angry clients. It was the way I (and my staff) dealt with their concerns that changed everything. That doesn't mean I never get frustrated or even feel a little taken advantage of. But I take a deep breath, put myself in the unhappy customer's shoes, and give whatever I have to give to create a happy customer.
Just a little food for thought. If nothing else, the next time you're confronted by an unhappy customer, stop before you react, and ask yourself how much it will cost you to find out what your customer wants and give it to them. It may cost you much less in the long run than losing a customer.
What do you think?
WANT TO USE THIS ARTICLE IN PRINT OR ONLINE?
You may, as long as you do not alter it and include the following information (with active links as appropriate):
Julie Anne Jones is direct sales corporate consultant, coach, and trainer, and the CEO of Julie Anne Jones, Inc. She is known for her authentic and easy-to-use scripting and specializes in specific language and tools for success in direct sales. To learn more about Julie Anne and her products and services, and to read her weekly blog posts, visit her at www.julieannejones.com.
Comments (5)
Tags : Customer Service, Direct sales
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