Issue no. 3
SignAge is sponsored by the Vinyl Express Print Shop All-in-One Screen Printer.
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In this issue...
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Have You Thought about that Contentious Customer?
Have you set down a few rules to follow when resolving a customer complaint? For that matter, have you established some policies up front that can defuse ugly situations before they develop?
If you’re like most of us running a busy sign shop, there can be limited time to address issues like these beforehand. We just don’t think about them. In fact, we simply believe they’ll never happen. Usually, the first time we give attention to an unpleasant circumstance is when a contentious customer surfaces demanding consideration. And then, resolution can prove to be difficult, especially if we haven’t prepared ourselves. So, why not develop a direction in advance?
Make it a point to:
- Set the tone of resolution by keeping the conflict in its place. Keep your emotions in check. This is really a relationship issue, not a right-or-wrong one. It’s your responsibility to treat the customer with respect and dignity, even if you have to say "no".
- Acknowledge that some customers need to insist they are right or make demands because that’s the only way they know how to deal with the situation. Although easier said than done, try not to take it personally. When they say, "My five-year-old could have done a better job applying these letters," just smile and listen.
- Set limits on what you will do. Know just how far you can go to resolve an issue. Better yet, set those limits in advance. Let your sign customers know your company policies up front. For instance, have you prominently posted your payment terms?
- Try a little humor. It’s possible to circumvent an ugly confrontation by lightening up. When that customer contends that his five-year-old could have done a better job, assure him, "You know, Fred, it even looks like my two-year-old could have done so. Now what do you want me to do to correct this situation?"
- Not tolerate extreme behavior. When a customer becomes so irate that he or she uses foul language and threatens physical action, ask them to leave the premises. Don’t risk your safety or the safety of your employees. Tell them you will be happy to discuss their grievance when they calm down.
There’s one thing to remember, though. If you’re the one that’s letting your customers down and offending your buyers by performing inadequately and inefficiently, they may be justifiably upset. When a sign company is plagued with indifference, poor service, disagreeable employee attitudes, or incompetent order fulfillment, refined resolution techniques will not salvage relationships. View the conflict as an opportunity to improve internal operations.
So give thought to the contentious-customer scenario. Develop a direction to act in advance, before emotions become heated. Let all your sign business’ employees know the way they will be expected to react, too. Be better prepared to deal with the situation, if and when it occurs.
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Sometimes the biggest help to applying lettering or installing signage can come from the littlest devices! These small tools are even kind to your budget. Just check them out:
PLASTIC LAMINATE CUTTER - Tired of ruining sheets of plastic? Make thin and controlled scores for perfect cuts with this all-tungsten blade cutter. Reverse the blade and use again for economy!
STRIPE ELIMINATOR - Go ahead and spend more time removing stripes, lettering, decals and molding adhesives, but you don't have to with this tool! Clean and smooth results with no discoloration or burning.
ULTIMATE KNIFE WEEDING TOOL - 11" cutting knife blade and a retractable pointed weeding tool that's stored inside the handle when using the blade. Unique design prevents this tool from rolling away. Nifty!
RIVET BRUSH - Beware! Using this indispensable tool results in smooth vinyl that's formed to contours without air bubbles. Don't leave this newsletter without it. 1" brush and 3" brush available.
That's just a sampling of a few small tools that offer some great help. To order these and more. Just call 1-800-699-5514!
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Your Telephone A Powerful Sign Sales Tool
You have an efficient, powerful and cost-effective sign sales tool already at your disposal. What is it? Why, it’s the telephone. But in order for your telephone to live up to its billing as a profitable and productive mechanism, it must be used professionally.
Develop a strategy to use this tool to its potential. Take it upon yourself to…
- Present a pleasant demeanor. Don’t allow anyone at your business to answer the telephone gruffly with a ‘Yeah?’ Instead, have all identify your business clearly as well as themselves.
- Make sure no one eats or chews gum while on the telephone. And, make sure no one flips through papers, catches up on some weeding or painting, either. Doing so portrays disinterest and disrespect.
- Try to return calls within the first 24 hours. That builds customer confidence.
- Ask the customer whether it’s a good time to talk when placing or returning a call. Be as brief as possible. If the conversation exceeds 10 minutes or so, another appointment could be made.
- Take a minute to organize thoughts before making an important call. If needed, practice what’s going to be said out loud.
- Be conversational. Less talking and more listening gives time to respond at appropriate intervals. Let the customer know that what they’re saying is important.
In addition, take action to ensure that your sign business is portrayed at its best. The voice that answers your company’s telephone has a responsibility depict a certain personality. Well, is it likable? Friendly? Confident? It should be!
How can you get an idea of the image your company is painting? Have a trusted associate telephone your office and make an honest evaluation. What immediate impression do they get? Have them assess…
- Whether the person answering the telephone can be heard comfortably. Is the voice too soft? Too loud? Volume is the first but most important factor.
- If the voice on the other end is strained. When someone lacks confidence, nervousness can make listening to the delivery uncomfortable.
- Whether the person speaks in a monotone. Pitch is the spice of speech. It keeps customers interested in what’s being said.
- If the voice is too rapid or too slow. Speaking too quickly may not enable your listeners to understand the message. Speaking too slowly is another great way to put them to sleep.
- Whether the person has good articulation. Are their words pronounced correctly and clearly? Unfortunately, sloppy speech can present your business as one that’s unknowledgeable and careless.
Remember to use your telephone as the powerful sales tool that it already is. Develop strategies and take action. Your customers will reward you!
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