Satisfy an Angry Customer by Following the Three R's
For sales professionals, hearing from angry customers is simply a fact of life.
Maybe you screwed up, or maybe there’s a technical problem that keeps hampering your customer’s ability to use your product. Or maybe your customer is the source of the problem. No matter what the problem is, eventually the customer is going to come after you.
But what is your customer looking for when they call you in frustration or anger? Is it a hug? A refund? A scapegoat?
Believe it or not, research says it’s none of the above. And that’s great news for you. According to research, angry customers are looking for a solution to their problem when they call. They still believe that their problem can be fixed, and they want you to be the one to fix it.
Now, how do you do that? Let’s take a look at a process called The Three R’s that can help satisfy an angry customer:
First, REFRAME the customer’s anger. Many sales professionals wind up viewing customer anger as an attack, and respond accordingly. This is a perfectly understandable response, but it’s also ill-advised. Remember, angry customers still want your help. Understanding that anger isn’t an attack so much as it’s a cry for help is the first step toward finding a solution.
Next, it’s up to you to REASSURE the customer. Make it abundantly clear that you are the person who can solve their problem. That’s true whether it’s a customer with tech support issues or a senior executive who thinks your team is responsible for fumbling a multimillion dollar deal.
Finally, take RESPONSIBILITY for ensuring the problem gets fixed. Taking ownership of a customer’s problem is an important promise – one you need to keep. That doesn’t mean you must cave to your buyer’s every demand. But it does mean committing to do whatever’s necessary to find a solution.
This approach signals to customers that you’re committed to doing whatever you can to fix their problem. By following through on that commitment, sales professionals go a long way toward giving angry encounters with customers a positive ending.
