Here are Tony Alessandra's steps for creating moments of magic from moments of misery:
Handle the person first, then the problem. Let angry people vent their frustrations. This alone will go a long way toward resolving the problem.
Apologize. This is crucial. Itshows you are committed to the relationship.
Show empathy. Assure your customer that he or she has every right to be angry and disappointed and that you would feel the same way if it happened to you. Make them feel understood.
Find a solution. Resolve the problem with your customer, not for the customer. Ask questions that will get the customer involved in the process, such as "How would you like to see this problem resolved?" or "If you were in my position, how might you resolve this kind of problem for your customer?"
Follow up. After resolving the problem, you must follow up. Make sure things are satisfactory, but also look for additional needs that represent selling opportunities.
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This article was originally published in the August 1997 print edition of Entrepreneur with the headline: Hard Sell.
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