When a Customer Needs to Follow A Sequence of Actions By VanSight
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The Situation There are some situations where a customer needs to follow a sequence of steps or actions in order to get something accomplished. For example, purchasing a house involves a series of steps, which would include selling the current house, finding a new house, engaging a lawyer, and arranging for a mortgage. Customers don’t always know the sequence that is most advantageous. One role you can play is to help them navigate the sequence of Steps. Here’s how. 3
Techniques Used 4 Empathy Statements Assurances of Results Providing Explanations Providing a Customer Takeaway
Dialogue 5 In this example, the customer is a first-time house-buyer working with a real estate agent for the first time.
Dialogue 6 Customer: Sheesh, I didn’t know there was so much red tape and rigmarole involved with buying a house. It’s a pretty scary, involved process. Employee: It does seem overwhelming if you haven’t gone through it before. I can help you get this organized, and I can tell you that it’s almost always easier than it sounds, and we’ll get through this here’s what I’m going to do. I have some printed information that will explain all the steps. Let’s go over that material: I’ll go through it step by step and you can ask questions. [The employee brings out the printed Material and goes through it with the customer, answering the questions.]
Explanations 7 Once again we see that the first step is to use an empathy Statement. In this case, the employee does this to help the customer understand that feeling overwhelmed is a “normal” reaction. She then emphasizes that the process is easier than it looks and it will all work out. Finally, she provides a customer takeaway that maps out the steps the customer needs to follow and covers each of the steps in a face-to-face conversation. If there is no printed takeaway, the employee can make some simple notes by hand to summarize the conversation so the customer can take those notes with him and use them as a guide.
How to Diffuse the Situation 8 It’s useful to make notes to give to the customer even if there is printed material. At least mark the important points with a highlighter. Takeaways should be simple and clear. They are best Used as summaries of the face-to-face interactions between customer and employee. Do not assume that your customer will understand or even read any written material you provide. You need to walk customers through the materials.
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