DON ’ T : Try to impress your customer by spouting technical jargon and nonstop self-promotion . If you are just waiting for the next opportunity to start talking again , the customer will know that you are only concerned about yourself .
DO : Tell the customer what you can do for them and then keep your promises .
DON ’ T : Tell the customer what they want to hear and then not deliver on it . It ’ s okay to be honest and deliver an honest answer even if it ’ s unpleasant information .
DO : Own your mistakes and work to make it right . Quickly admit when you have screwed up then offer an authentic apology . Once you do this , the customer has been disarmed . They will understand and forgive because we all have made mistakes . You will earn the respect of the customer and your coworkers .
DON ’ T : Avoid the blame or discount the problem . The customer knows that someone made a mistake . Not facing the problem head on will only anger the customer and give them a disproportionate amount of leverage .
DO : Over communicate with the customer in the customers preferred method . Call , text or email the customer regularly with updates , even if nothing new is to be reported . You cannot communicate too much !
DON ’ T : Wait for the customer to contact you for updates . Don ’ t avoid contacting the customer if you have unpleasant news to deliver . Muster up the courage and call the customer before they call you . Now you will have the advantage because you have planned your conversation and may be able to present a possible solution or at least an apology before the customer demands one .
Be an Industry Professional Customers come to you for guidance , advice , and to prevent them from making a mistake . Customers rely on your staff to help them safely navigate the decision-making process .
DO : Train your staff on the products and services that you offer . Keep your staff updated on new products and special promotions .
DON ’ T : Turn your new hires loose on the sales floor to learn to either sink or swim on their own . The customer will get frustrated due to lack of product knowledge and will go elsewhere . The morale of the new hire will plummet because he / she will feel like no one cares .
continued on page 22
20 NATDA Magazine www . natda . org