Use Dissatisfaction as a Selling Opportunity

A complaining customer isn’t exactly the same as a dissatisfied customer. Customers with a succession of justified complaints about products or services you’ve sold them aren’t prime candidates for further sales. But dissatisfaction can be used by you as a selling opportunity.
     That’s because customers get dissatisfied when they want something different from what they have now. Dissatisfaction is inevitable. Every one of us sooner or later will want more from our possessions and experiences. No matter how satisfied the customer is at the time of purchase, they’ll become dissatisfied later.
     Research at Rice University and Duke University found that when a customer has spent lots of time and mental energy in making a purchase decision, they’re likely to be most satisfied right after the purchase, and dissatisfaction will gradually develop. To turn dissatisfaction into selling opportunities with these customers, stay in touch. Notify them of product upgrades and new service opportunities.
     The researchers also looked at what happens with customers who put little time or thought into a purchase. For many of these shoppers, the selection was a habit. They’re familiar with the item, so they’re not likely to get dissatisfied. But if the purchase price was high and/or using the item requires building new skills, then the most likely time for dissatisfaction is soon after the purchase has been made. Here, the way to turn dissatisfaction into a selling opportunity is to act quickly. When the customer sees you as having helped them out, their dissatisfaction turns into the sort of gratitude which produces repeat business.

• With an expensive or high-tech item, point out where to find instructions for item use.
• Offer follow-up help. Both Costco and Phillips Electronics learned that most merchandise returns occur because the purchaser couldn’t figure out how to use the item.

For your profitability: Sell Well: What Really Moves Your Shoppers