Whenever a customer is about to do something necessary but that they don’t like, you need to be at your most cheerful and helpful.
The last time I got my flu shot I had a very friendly nurse. She was cheerful, made a joke to set me at ease, and made the otherwise dreadful “I’m getting a shot” experience a rather pleasant one.
Flu shots are one of those things that people have to get that they don’t necessarily like.
Your business may likewise sell products that are necessary, yet painful, for customers. Or perhaps you have business processes that customers have to go through but that they hate (think product returns).
You, as a business, can make these experiences more pleasant and in so doing turn the tide of consumer sentiment.
Here are some steps you can take to ease customer pain when they are expecting the worst:
- Explain what exactly the end result will be
- Tell the customer what you will be doing
- Explain what the customer will need to do
- Outline anything the customer will experience (wait, discomfort, etc.)
- Call the customer by name to personalize the experience
- If tension is high, break the ice with some humor or a distraction that takes the customer’s mind off of the negatives
- If the pain is caused by your mistake – fix it
By helping your customer through painful transactions with you, they will recognize that you care and that will help build your relationship with them.