CUSTOMER OBJECTIONS

and
CUSTOMER COMPLAINTS
ARE GIFTS
from following sources:
• Peter Ebeling; Book: Der Verkaufschampion
20 Fragen / 20 Antworten “Kundeneinwände sind Geschenke”
• Ulrich Leitner; Training Course
Customer Service Competence
• motiVision
Kennen und Erkennen
 CUSTOMER CONTACT PHASES

• PREPARATION
– “In your mind, kill the tiger the night before the hunt !”
Indian Proverb

• INTRODUCTION
– The first 5 words are more important then the next 500.
Put the customer in a good mood. Smile.
• PROPOSAL(S)
– Keep some cards up in your sleeves.
• CONCLUSION
– Make it a positive one, even if you loose the order,
the customer remembers.
• FOLLOW-UP
– Keep in touch with the customer.

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 CUSTOMER COMPLAINT
What a … ?

• AWARENESS of shortcomings
free quality control

• Customer still CARES

not with the competition

• Trust for SECOND CHANCE

but last one

G I F T !!

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 ARGUMENT / COMPLAINT
A Gift from Our Customers

P r e v e n t i v e
F o l l Ao n ws w- U e p r i n g P e r c e i
E x a m p l T ee c /h n Ri eq f u ee r s e n c e I n t e r p
L i s t e n i n g
F a c t s / D a t a E v a l u a
P h o n e & V o i c e R e a c t i

C o n s e r v a t i v e
( H e l m u t K o h l ) F a c t u
F u t u r e - O r i e n t e d R e l a t
t Co u m s t e o rMm M e s s a g e
( B i l l
C
G
u s
a t e s C O
) PeL r A I N T S A p p e a
T y p e N e e d s
L o g i c a l a G I F T S e l f -
( S p o c k )
E m o t i o n a l
( M a r l e n e M o n r o e ) P o s i
L a n g u a g e
N o

C u s t o m e r I n t e r e s t
Q D& i aA l o g B o d y
" H o t B u t t o n s " L a n g u a g e

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 CUSTOMER

Customer Types
Customer Oriented Argumentation
Customer’s Message
 CUSTOMER TYPES
Source: motiVision Germany

Future
Logical Oriented
Conservative Emotional

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 CUSTOMER TYPES

SENSE Perception INTUITION

Mr. Spock Bill Gates L
• Numbers • New technology O
• Data • Vision G
• Facts • Concepts D I
• Details • Changes e C
Future c
Logical Oriented i
Conservative Emotional s F
Helmut Kohl Marilyn Monroe i E
• Experience • Feelings o E
• At ease • Ambience n L
• Planning • Discussions I
• Controlling • Team N
G
S
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 CUSTOMER TYPES
1. Language 2. Money 3. Vacation 4. Customer service 5. Bath room 6. Heating system

1 Facts only, please 1 What’s new ?

2 Exactly, on time 2 Not important
3 Fast to destination 3 Adventure trip
4 Good value 4 New ideas
5 Price vs features 5 New technology
6 Functional; consumption 6 Solar; room controls
Logical Future Oriented

Conservative Emotional
1 Any references ? 1 I understand
2 Savings 2 Credit
3 Since 20 years... 3 Greece
4 On time; warranty 4 Caring
5 Proven solution 5 Consulting
6 Simple; service contract 6 Harmonic; nice

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 CUSTOMER TYPES

Left dominated
90 % of all people are
Right dominated
dominated by a combination
of two “brain-type” quarters

Logical Future Oriented

Conservative Emotional

Cerebrum

Cerebellum
Jekyll and Hyde

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 HOW ABOUT YOU ?

Future
Logical Oriented
Conservative Emotional

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 CUSTOMER’s MESSAGE

• … BETTER THAN SILENCE

“silent” customers are difficult customers
hasn’t given up on us
keeps a positive dialogue open
• MESSAGE IN THE BOTTLE
Complaints are messages from the customer(s)
that have to be de-ciphered
• COMPLAINTS about
product / functionality
company / service
market situation
sales channel / price

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 CUSTOMER’s MESSAGE
What Complaints do you hear often ?

•
•

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 DIALOG

Question Techniques
Hot “Buttons”
 DIALOG
Question Techniques

QUESTIONS

• show interest

• involve the customer(s)

• smooth dialog

• allow us to gain knowledge

Only ask questions if you know the answer !

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 DIALOG
Questionable

A young man on vacation calls home and speaks to his brother:

“How’s Oscar the cat ?”
“The cat’s dead, died this morning.”
“That’s terrible. You know how attached I was to him. Couldn’t
you have broken the news more gently ?”
“How ?”
“You could have said that he’s on the roof. Then the next day
that he fell from the roof, and so on.”
“You’re right.”
“How is mom ?”
“She is on the roof…”

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 DIALOG
Question Techniques

Questions allow us to control

a dialogue or conversation
SALES PHASE PREPARATION INTRODUCTION PROPOSAL CONCLUSION
TECHNIQUE contacting inquiring convincing finalizing
W-Questions
Informational Questions
Indirect Questions
Direct Questions
Suggestive Questions
"YES" Questions
Clarifying Questions
"Double" Questions

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 DIALOG
Question Techniques

W-Questions Can't be answered with Yes or No, hence lead to a dialogue

"What, Who, hoW, When, Where, Why, What for ?"
Informational Questions To inquire on a specific topics or ask for a comment
"What do you think of the recent exhibition ?"
Indirect Questions Ask around the topics one is really interested in
"Have you red last month trade magazine ?"
Direct Questions Questions that come to the point
"How much is your budget for this renewal ?"
Suggestive Questions Suggest or provoke an intended answer
"You sure appreciate that a service contract with parts included offers a calculable cost ?"
"YES" Questions Questions that are answered with Yes or No
"Did you understand this ?"
Clarifying Questions To clarify a topic
"Did I understand you right, your main concerns are available resources and a fast response ?"
"Double" Questions Offer alternatives in the question
"How about a meeting next Wednesday or Thursday ?

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 DIALOG
“Hot Buttons”

• … A REMARK AS A TRIGGER
for negative reaction
for bad mood

• EXAMPLES
company / competitor / technology
hobby / salary / looks

• INDIVIDUAL
remark is taken personal / subjective

• TO BE AVOIDED
know your own and the customer’s one

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 DIALOG
Your “Hot Buttons” ?

•
•

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BODY LANGUAGE
 BODY LANGUAGE

Or the devil is in the detail…

Verbal vs non-verbal communication Ratio = 10 / 90 %
Your OWN BODY LANGUAGE is as important as that of the customer

• Maintain an open position

no crossed legs or arms
• Lean slightly forward
towards the customer
• Maintain good eye contact

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 LANGUAGE

No Negative Formulations
Positive Formulations
General Advice
 LANGUAGE

• What is being said is as important as HOW it’s said

• POSITIVE language --> POSITIVE thinking

negative formulation may lead to failure
positive formulations influence the customer
positive formulation are more convincing and trustworthy

• Communication is not a one-way matter

• The sender is responsible for what is being received

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 LANGUAGE
Examples JA Paulos: I Think Therefore I Laugh

1. Some cars rattle.

2. My car is really some car.
3. So no wonder my car rattles.

1. 36 inches = 1 yard
2. So 9 inches = 1/4 yard
3. So 9 inches = 1/4 yard
4. Therefore 3 inches = 1/2 yard

1. The temperature is 93.

2. The temperature will rise this afternoon.
3. Therefore 93 will rise in the afternoon.

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 LANGUAGE
Examples - Explanation

some cars  some car

some cars is a quantitative expression (a few out of a number)
some car is a descriptive expression (a special car)

length  area
expression numerically correct
because root is only applied to numbers but not to units
1296 sq inches = 1 sq yard
324 sq inches = ¼ sq yard
18 inches = ½ yard

is  = (equal)
the verb “be; am,is,are” does NOT correspond to the mathematical
equal
temperature = 93
temperature   93  (wrong conclusion)
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 LANGUAGE
No Negative Formulations

Most formulations can be put positively

• Example 1:
– Unfortunately, this bottle is half empty.
+ Luckily, this bottle is half full.
• Example 2:
– You won’t regret your decision.
+ You will be glad to have made this decision.
• Example 3:
– You won’t have any troubles with this device.
+ This device will perform to your satisfaction.

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 LANGUAGE
No Negative Formulations

Formulations that should be AVOIDED:

• never…
• no way…
• yes, but…
• that’s impossible…

Sentences that should be AVOIDED:

• That’s not correct.
• Didn’t you know that.
• I can proof the opposite.
• I didn’t say (mean) that.
• Let’s get to the point.

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 LANGUAGE
Positive Formulations

Use STRONG formulations, such as

• I guarantee…
• I promise to…
• I agree with…
• That’s an interesting idea…
• Of course…

Use following POSITIVE sentences:

• I will take care of this personally.
• Your opinion as an expert is of value to me.
• Could you please help me with this ?
• I will settle this immediately !
• You look good today !

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 LANGUAGE
Translating JA Paulos: I Think Therefore I Laugh

Read Out of Sight, Out of Mind

Translate Blind Idiot

An early Russian-English, English-Russian translating program took

“The spirit is willing, but the flesh is weak.”

translated it into Russian, and then retranslated it back into English:

“The vodka is agreeable, but the meat is tender.”

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 LANGUAGE
Positive Formulations

Find positive greetings:

Identify positive arguments for your product / service:

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 LANGUAGE
General Advice

• Use eye contact to verify reaction(s) to your comment(s)

• Think - formulate - speak

• Speak in short sentences and break as appropriate

• Adapt your speed of speech to the customer

• Make notes of the conversation and visualize your thoughts

(might also be used to “control” the speed of speech)

• Leave any sketches, diagrams, etc with the customer

(with date and signature)

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 MESSAGE

4 Aspects of a Message
The Iceberg Model
 MESSAGE
The 4 Aspects

• FACTUAL Level
– identical with what has literally been
said
• RELATIONSHIP Level
– concerns relationship between
sender and recipient
• APPEAL
– a demand from sender
• SELF-REVELATION
– about the sender or his/her problem(s)

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 MESSAGE
The 4 Aspects

An example:
“Your consultant, Mr. … , who visited us last week is rather young,
isn’t he ?”

• Factual Level
– asks about the age
– “You’re right, he is only 26 years old”

• Relationship Level
– am I considered unimportant, that you send such a young staff
– “Yes, he is young, but he has already successfully handled
comparable accounts and similar in size”

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 MESSAGE
The 4 Aspects

• Appeal Level
– asks for more experience
– “Yes, he is young - are you dissatisfied with his performance ?”

• Self-revelation Level
– suddenly feels old
– “You’re not that old yourself either.”

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 MESSAGE
Logic JA Paulos: I Think Therefore I Laugh

Logician: So you see, anything follows from a false statement.

Student: I’m afraid I’m lost.
Logician: It’s really quite simple. Are you sure you don’t under-
stand ?
Student: All I’m sure of is that if I understood that stuff, then
I’d be a monkey’s uncle.
Logician: You’re right there. (laughs)
Student: Why are you laughing ?
Logician: You wouldn’t understand.
Student: Anyway, doc, if you’re interested, we’re having a party
tonight.
Logician: And if I’m not interested ?
Student: What ?
Logician: Thanks anyway, but I’m busy.

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 MESSAGE
Logic JA Paulos: I Think Therefore I Laugh

A: You say you have a dog ?

B: Yes, a villain of one.
A: And he has puppies ?
B: Yes, and they are very like himself.
A: And the dog is the father of them ?
B: Yes, I certainly saw him and the mother of the puppies
come together.
A: And he is not yours ?
B: To be sure he is.
A: Then he is a father, and he is yours; ergo, he is your father,
and the puppies are your brothers.

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 MESSAGE
The Iceberg Model

“Visible Elements” • WORDING

15 % • RATIONAL Arguments
• FACTS; numbers, data

• EMOTIONS
• ILLUSIONS
• REFLECTIONS
• SYMPATHY
“In-visible Elements” • “Real” REASON behind something
85 % • PURPOSE
BOTH ELEMENTS have to be addressed;
the emotional before the factual one

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 MESSAGE
Conclusions JA Paulos: I Think Therefore I Laugh

“The Titl of This Section Contains Three Erors”

1. God exists.
2. Both of these sentences are false.
Does God exist ?

A true story: A well-known philosopher was delivering a talk on

linguistics and had just stated that the double negative construction
has a positive meaning in some natural languages and a very negative
meaning in others. He went on to observe, however, that in no
language was it the case that a double positive construction has a
negative meaning. To this, Sidney Morgenbesser, another well-known
philosopher, who was sitting in the rear of the lecture room, responded
with a jeering “Yeah, yeah…”

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 MESSAGE
Miscellany JA Paulos: I Think Therefore I Laugh

Peasant: Is kebab with an “a” or an “o” ?

Sufi master: With meat…

10-year old: Pete and Repeat were walking down the street.
Pete fell down. Who was left ?
7-year old: Repeat.
10-year old: Pete and Repeat were walking down the street.
Pete fell down. Who was left ?

Woman: Doctor. You must help me. My husband thinks he’s

a chicken.
Doctor: That’s terrible. How long has he thought this way ?
Woman: As long as I can remember.
Doctor: Then why didn’t you see me sooner ?
Woman: I would have, but we needed the eggs.

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 LISTENING

A Good Sense
Comprehension Test
Improve Skill
PIER Model
 LISTENING
A Good Sense

• LISTENING TEST

• WHAT keeps us from listening ?

– former experience
– eager to “win” the game
– noisy environment
– prejudice
– brain occupied with “solution”
– language problems
– attention span is limited
– influence of the speaker
– assumptions, rumors

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 LISTENING
Comprehension Test

YES NO
1 The 4th July is NOT a bank holiday in Scandinavian countries.

2 Citizens of the VATICAN cannot be buried on a Sunday.

In some countries it is considered IMPOLITE to take photos of a man

3
with a wooden leg
There is a South-Pacific island on which a MAN may not marry his
4
widow's sister.
5 It is less painful to be bitten by a SHARK than a piranha.

6 Very few people know the name of the American PRESIDENT in 1927.

The average male citizen of New Guinea has fewer BIRTHDAYS than the
7
average female citizen.
There is a precise LIMIT to the distance one may walk in a forest without
8
a shooting license.
According to the instructions, you should read all the questions before
9
you commence. Don't answer any of above questions !

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 LISTENING
Improve Skill

• Listening - Seeing - Touching

• Interrupt if you didn’t understand

• Take notes
• Environment influences listening capabilities

• Check for signs of interest / disinterest

eye contact check watch
head nodding head shaking
disregarding others answer phone
• Short sentences with breaks
• Vary intonation

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 LISTENING
PIER Model

P PERCEIPTION Receipt of goods and papers

Visual check of goods

I INTERPRETATION
and papers

In-depth check of goods

E EVALUATION
and papers

R REACTION Acceptance or rejection

PIER means dock in German, hence the analogy with ships

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 LISTENING
Perception (Visual)

What do you see?

A young lady?

or

An old lady?

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ANSWERING TECHNIQUES
Preventive
Follow-Up
Example / References
Facts / Data
Dangerous Techniques
Factual Argumentation
Emotional Argumentation
Phone & Voice
 ANSWERING TECHNIQUES
Preventive

• PREVENTIVE ANSWERS
common, by experience, arguments are explained in
advance, before the customer can bring them up
+ disarm the customer
+ less stereotype arguments
+ less interruption in the dialogue
+ smooth conversation
+ show understanding of customer’s problems, point of view
– danger to bring up arguments the customer didn’t think of
– some customers just like to complain or argue, so don’t
take their fun

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 ANSWERING TECHNIQUES
Follow-Up

• FOLLOW-UP ANSWERS
Instead of answering a question immediately let the
customer know that you are going to explain that later
and why you want to do so.
Take the question down as an action item.
+ time to collect further information
+ is better explained in the appropriate context
+ dialogue is not diverted
+ price questions are better discussed at the end
– impression not knowing the subject
– follow-up as promised

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 ANSWERING TECHNIQUES
Example / References

• ANSWER with EXAMPLE / REFERENCE

Use reference projects (possibly local ones), examples,
site visits and / or reference letters as support.
It’s important, that reference project owners are informed,
that you use their site as an example.
Build a local library of reference material (case studies).
+ neutral argumentation by a 3rd party (reference)
+ shows our capabilities
+ seeing is better than only hearing
– reference material should match requirements
– reference library needs constant updating
– customer might look for a “bad” reference

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 ANSWERING TECHNIQUES
Facts / Data

• ANSWER with FACTS / DATA

This is a more theoretical approach of answering a request.
Our arguments are supported by calculations, historical
data, rule of thumbs and / or experimental data.
+ clear, reproducible answer
+ can be supported with articles from trade magazines
– doesn’t address any emotional element of a question
– needs good preparation with the subject

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 ANSWERING TECHNIQUES
“Dangerous” Techniques

• THAT’S-WHY
An argument is agreed with and then followed by
“That’s exactly why you should ….”
– customer might get a feeling, that he did something against
his will

• HUMOR
Humor is an important part of conversations and might
help to overcome difficult situations.
– we might not taken seriously

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 ANSWERING TECHNIQUES
“Dangerous” Techniques

• YES, BUT
A strong “Yes, but...” offends, where the softer version
might bring success. Formulations as:
> “I agree with you and you surely must have realized that…”
> “You’re right in believing that…”
> “That’s a professional opinion and you must have thought of…”

• “DEAF EARS”
“Unimportant” arguments are not discussed further. Only
if the customer repeats the question should we offer any
advice.
A more polite way, would be to acknowledge the question
and continue with the discussion.

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 ANSWERING TECHNIQUES
Factual Argumentation

• FACTUAL ARGUMENTATION
– Customer
• develop ideas to improve the customer’s operation
– in the area of
• energy savings
• preventive maintenance
• operational assistance
– Supporting Material
• prepare supporting material, such as
• articles from trade magazines
• case studies
• reference material
• product information (marketing, technical)
• company brochures

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 ANSWERING TECHNIQUES
Factual Argumentation

– Meetings / Presentations
• Visualize as much as possible with
• supporting material
• sketches
• photos and drawings
• Include data and facts, if possible in graphical form
• Discussions
• positive formulations
• involve the customer: “Let’s give some thoughts on…”
• make notes of arguments and positive comments
• show a comparison with more advantages
– Others
• Let the customer test your product or service

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 ANSWERING TECHNIQUES
Emotional Argumentation

• EMOTIONAL ARGUMENTATION
– praise
– help to overcome obstacles
– distinguish genuine arguments / complaints
– pay attention to body language
– confirm important points
– personnel relationship
– find common points of interest
– hobby
– humor

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 ANSWERING TECHNIQUES
Phone & Voice

• Voice shows
–MOOD

•SMILE

• R E W A R D (yourself) for
good phone conversation

•RELAX

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 COMPLAINTS HANDLING

Handling Steps
Difficult Customers
Angry Customers
Essential Elements of Complaints Handling
 COMPLAINTS HANDLING
Handling Steps

• Choose LOCATION for discussion (Phone support NOT enough !)

• Only involve KEY STAFF in complaint discussion
• APOLOGIZE in the name of the company
• Take the customer / complaint SERIOUS
• Active LISTENING and SYMPHATIZING
• Offer RELIEVE: “We will solve the problem !”
• Take NOTES of fault, symptoms, etc
• Offer SOLUTION It’s a difficult task...
• Involve SUPPORTING staff (HQ, management) …SMILE...
• Act IMMEDIATELY (inform customer of time table)
• Offer MORE than necessary

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 COMPLAINTS HANDLING
Difficult Customers

• Out of control
• Manipulated
– Defensive reaction
– Aggression
• Makes situation worse

• POSITIVE MINDSET
– I will not allow the difficult, unpleasant person to
make me upset, angry, or frustrated.
– I will not allow this person (who I hardly even know) to ruin
my day, or make me unhappy,
– because in the scheme of things this person is not important
enough to control my life (is anybody, really?).

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 COMPLAINTS HANDLING
Difficult Customers

• Your goals ?
– To get even
– To fight back
• Interaction continues and might escalate

• PRACTICAL MINDSET
– I want to deal with this person professionally.
– I want to end this nasty interaction as quickly as
possible

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 CUSTOMER COMPLAINTS
Angry Customers

• Our assumption
– Customer wants “problem” fixed
• Immediate problem solving action is not appreciated
• Customer wants
– Be heard, to be listened to
– To be sympathized with
– The “problem” fixed

• APPROACH
– Acknowledge the feelings and upset of customer
– When calmed down, then move to problem solving

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 CUSTOMER COMPLAINTS
Angry Customers

• A FEW PHRASES:
– It seems like you’re pretty upset about this and I don’t blame
you. Let’s see what we can do.
– It has to be frustrating to have to return a faulty product.
– Most people would be angry if the delivery of their goods
was late and we apologize for it.

Make sure you address the

emotional elements first, then move to
fix the problem (factual level).
You must do both !

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 COMPLAINTS HANDLING
Essential Elements of Complaints Handling

• Commitment Source: Australian Standard

There needs to be a commitment to efficient and fair resolution of complaints by people in
the organization at all levels, including the chief executive or ruling body. This is shown by
the organizational culture which acknowledges consumers rights to complain and which
actively solicits feed back from the consumers. The policy on complaints should be in
writing.

• Fairness
A complaints handling process should recognize the need to be fair to both the complainant
and the organization or person against whom the complaint is made.

• Resources
There should be adequate resources for complaints handling with sufficient levels of
delegated authority to avoid hierarchical complaints systems.

• Visibility
A complaints handling process should be well publicized to consumers and staff and should
include information on how to complain and the right to complain.

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 COMPLAINTS HANDLING
Essential Elements of Complaints Handling

• Access
A complaints handling process needs to be accessible to all and ensure that information is
readily available on the details of making and resolving complaints. The complaints handling
process and supporting information should be easy to understand.

• Assistance
Assistance needs to be available for complainants to assist them in the formulation and
lodgment of complaints.

• Responsiveness
Timing is important and therefor complaints need to be dealt with quickly and the
complainants treated courteously.

• Charges
Complaints handling should never be subject to a fee, subject to statutory requirements.

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 COMPLAINTS HANDLING
Essential Elements of Complaints Handling

• Remedies
The complaints handling process needs to be able to fix the problem and hence needs the
capacity to determine and implement remedies.

• Data collection
There should be appropriate and systematic recording of complaints and their outcomes.

• Systematic and recurring problems

Complaints should be classified and analyzed for the identification and rectification of
systemic and recurring problems.

• Accountability
There should be appropriate reporting on the operation of the complaints handling process
against documented performance Standards.

• Reviews
A complaint handling process shall be reviewed regularly to ensure that it is efficiently
delivering effective outcomes.

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