How to Jumpstart Your Customer Service!

5 Reasons Not To Give Your Customer What They Want.

As a customer service representative at a trailer dealership, I certainly dealt with my fair share of tricky customer interactions.

During my time there, I had an encounter that stands out in my memory. A persistent customer whom we will call Mr. Smith, Stopped in, convinced that he knew exactly what product, a 25-foot 14k Trailer, was exactly what he needed. However, as you will see, the customer is often wrong.

The greeting

“Good morning, Mr. Smith. How can I assist you today?” I politely asked.
“I’m here to buy that trailer over in the corner,” he announced, brimming with enthusiasm “the big one.”

Now, here’s the rub.

This trailer is a fantastic product, but it’s designed for hauling large equipment. It’s not the best fit for a business such as Mr. Smith’s. I tried to gently steer him towards the smaller 7k 18-foot trailer next to the big one. Since Mr. Smith owns a lawn care business with no heavy equipment, it was a more appropriate choice for his needs.

But Mr. Smith was adamant.

“Mr. Smith,” I said, “The 14k trailer is impressive for its class, but I believe the 7k landscape model would meet the specific needs of your business more effectively.””No, no. I’ve done my research. Bigger is what we need!” he insisted, his tone unwavering.

The hard sell

I knew a hard sell on the 14k model would only lead to dissatisfaction down the line. I had to find another way to help him understand that the smaller option was the better choice for his business. As I prepared to navigate this tricky turn in our conversation, I wondered how best to help Mr. Smith see the light…

A common misconception

This situation with Mr. Smith got me thinking about a common misconception in customer service — that the customer is always right and should always get what they think they want. However, as we delve into the business world deeper, we discover that this isn’t always the best strategy.

But what is the best strategy?

Shifting from the story of Mr. Smith for a few moments, let’s dive into the top five reasons why giving customers what they want may not always be the best approach for maintaining long-term customer satisfaction and business success.

It’s annoying when customer service gets in the way of my commission but…

• Product Misalignment: Mr. Smith’s insistence on using the 14k for his small mowers would lead to overall inefficiency. This product misalignment could result in disappointment, affecting customer satisfaction.
• Cost Inefficiency: As the 14k option is designed for heavier loads, it comes with a higher price tag. Mr. Smith’s small business might end up spending more on features they don’t need which might create a financial burden. This could have a negative impact on his overall satisfaction with our company.
• Technical Challenges: The 14k has options that are intended to make it easier to load and unload larger equipment. The same features make it incredibly difficult to load smaller mowers. Mr. Smith could make it work, however, his employees may not have the same ingenuity, leading to safety concerns, operational difficulties, frustration, and a lower customer satisfaction rating.
• Higher Maintenance: Larger trailers typically require more maintenance. The 14k trailer could pose maintenance challenges for Mr. Smith’s small business, leading to increased costs and potential dissatisfaction.
• Resale Complications: If Mr. Smith decides the 14k is not working out and tries reselling it, he may encounter difficulty in finding suitable buyers. He could face potential depreciation loss, adding to his dissatisfaction levels.

I prefer to chase the long dollar by providing the best possible customer service.

By providing the right product for the right customer, we increase our chances of achieving high customer satisfaction ratings. Steering Mr. Smith towards the smaller trailer, which truly caters to his business needs, was in line with our commitment to meet our customers’ best interests.

Here are some customer service strategies that I have found repeated success with:

• Emphasize Value Over Price: As a customer service representative, it’s crucial to explain to Mr. Smith the long-term value of choosing the 7k over the 14k. While the 14k may seem like a more robust option, it is crucial to highlight that the 7k is designed to meet his specific business needs without any unnecessary costs.
  Likely Response: Mr. Smith may argue that he wants the best option available, to which the representative can respond by reaffirming the importance of choosing a product that aligns with the business’s actual requirements, rather than perceived value.
• Provide Clear Comparisons: Offer a side-by-side comparison of the two products to Mr. Smith, detailing the features, costs, and usability of each. The aim is to demonstrate how the 7k is a better fit for his business operations.
  Likely Objection: Mr. Smith might raise doubts about the 7k’s capabilities. In this case, the representative should reassure him with concrete examples and possibly a demonstration of how the 7k can efficiently handle his business operations.
• Offer a Trial Period/Demo: For this situation I suggested a demo for the trailers. I asked Mr. Smith to swing by with his mower and demonstrated the loading, unloading, and securement process for both trailers. This allowed Mr. Smith to explore the product’s features and capabilities more thoroughly. This hands-on experience provided him with the confidence to make an informed decision.

In the end, Mr. Smith continued to make purchases with me, from which I earned more comissions than I would have if I had taken the easy road.

In the customer service interaction outlined, I had the challenging task of convincing Mr. Smith to choose the 7k option over the 14k option. I utilized a strategic approach, emphasizing the 7k trailer’s ability to meet his specific business needs without incurring unnecessary costs.

Mr Smith objects!!

When faced with objections, I offered clear comparisons between the two products, highlighting how the 7k trailer was a better fit for Mr. Smith’s business operations.

He has doubts…

Despite his doubts about the capabilities, I reassured him with concrete examples of the 7k trailer in action and the offer of a demonstration.

In the end, we all made money!

The resolution of this encounter was successful, I effectively utilized a blend of facts and reassurances to overcome objections. By offering a demonstration, Mr. Smith was given the opportunity to explore the 7k trailer’s capabilities himself, bolstering his confidence in the product and alleviating his initial concerns.

The above customer service scenario is real

I started my career as a mechanic but very quickly learned that despite my skill, I did not have the temperament for it. Over time, I learned that I had a knack for customer service, so I reluctantly built a career doing just that. My name is Travis, and the story above is a real interaction that I had with a customer, however the name and some details were left out to provide privacy for my client (who I still provide services to, just through a new company).

As a customer service representative,

these are the moments that test your resolve and showcase your ability to put customer needs at the forefront without compromising company interests. It is through interactions like this that you earn or lose lifelong customers, so remember, it’s not always about giving the customers what they demand, but what they truly need.

Now, go out there and continue to provide solutions that truly resonate with your customers.

For additional perspective, check out this reputable source: What Is Customer Service?