How A Mistake Can Win New Business
  by Ann Barr

With all of the different products to learn when beginning a career in the imaging supplies industry, it is easy to understand how a new sales rep can mistakenly send the wrong cartridge to a customer.

Last month at a seminar in Arizona, I heard an interesting story.

Andy had been on the job for just one week when this happened to him: His customer ordered a laser jet toner cartridge and when Andy keyed in the order, he used the wrong item number and the customer received a different cartridge than the one she ordered.

Andy felt badly about the error and wanted to remedy the mistake, so he called the customer to apologize and made arrangements to deliver the correct cartridge.

Finding a Treasure

When Andy delivered the cartridge, he apologized again.  The customer appreciated the fact that the mistake was fixed so quickly – and in person.  Andy asked if the customer had any other machines.  She said “yes,” so Andy asked (politely) “If it’s okay, could I see your other printers? We could probably supply those cartridges to you, as well.”
(Many new supply sales reps might have just delivered the cartridge and then left.)

After being given permission to look at the printers, Andy began writing down the model numbers.  When he realized how many printers the customer was using (24), he asked: “Do you happen to have a list of all of your printers – and the price you’re paying?  I would love to quote pricing to you and when I know what you are paying now, I will know whether or not we can beat the price.”

Andy’s mistake resulted in new business that his company was not getting. This was a copier customer whose supplies were included in their maintenance contract, so finding 24 printers was just like finding a treasure.

This situation is a good argument for making in-person visits to customers who are on a complete copy care contract.  Even though a face-to-face visit is more expensive than a telephone call, you can often find machines you didn’t know about, which can result in new sales.

Fixing Problems Wins Customer Loyalty

Your customers don’t mind if you make a mistake as long as you fix it.  Need proof?

A few years ago an IBM plant in Rochester, Minnesota, divided customers into groups as part of its ongoing customer service research.

Group One:  Satisfied Customers.  In this group, 84% said they would do business with IBM Rochester again.  And 2% would recommend the company to others.

Group Two:  Dissatisfied customers whose problems had been resolved.  A full 88% said they would continue to do business with IBM Rochester and 94% would recommend the company to others.  Wow.

In other words, customers can be even more loyal after a problem, depending on how you handle the situation.  This is what happened to Andy.  The customer who received the wrong cartridge is now ordering 100% of her imaging supplies from Andy’s company.

Ann Barr is a consultant and sales trainer who presents  Sales seminars in the U.S. and Canada.  To contact Ann, e-mail to: annbarr3@cox.net  Or visit her web site www.sellingsupplies.com

 

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Ann Barr is a consultant and sales trainer who has

written eight books on sales and marketing
available on her web site www.sellingsupplies.com