The saying goes that it’s not
what you say, it’s how you say it. This is a golden rule of retail, whether
it’s in the online space or in the real world. In the online space, this is
even more important since communication holds greater power on the internet. Retailers
often end up interacting with consumers on online forums and in the comments
sections of blogs.
It’s important to know how to
handle yourself in such online spaces. While you may have the best product
leads and supplier connections thanks to sites like esources, you also need to
know how to communicate effectively with the customer. Effective communication
is often all it takes to turn a potential customer into a confirmed customer.
Reword
and Rephrase
Simple rephrasing or just being
more careful about your choice of words can have astonishingly positive reviews.
When a customer sends in a question about your product, never say ‘I don’t
know’. Think of what kind of message this sends your customer. Apart from
telling them that you don’t have the information they need, you also give them
the impression that you’re not very interested. Chances are that the customer
will ask another retailer this question and if they get a good response, they
may even make a purchase!
Instead of saying ‘I don’t know’,
it’s better to say something like ‘Your question has been noted - I’m going to
get back to you on this very soon.’ Don’t just say you’ll get back to them,
make sure that you do. This shows the customer that you care about their query
and you’re willing to make the effort to give them a good answer.
This same line of logic should be
applied to other answers as well. The bottom line is to avoid a negative undertone.
Instead of saying ‘we’re out of stock’, consider saying ‘We don’t have that
right now but we will be getting some soon. Could you give me your email address
or phone number, so I can tell you when the stocks arrive?’ This simple
rephrasing is not only positive; it shows that you care about the customer as
well.
Keep
Calm and Carry On
Losing your cool is never a good
idea in the world of retail, and it can spell ruin for an online business. Retailers
who have engaged in petty online spats or fights have never come out the
“winner”. What’s more, these fights remain online for the entire world to see,
even after they have been resolved. This can do a lot of damage to the public
image and reputation of an online business.
When dealing with a customer who
is angry and ranting, try to bring the conversation into a private space -
avoid confronting angry customers in a public forum. If a customer is really
letting his temper loose on you, be calm and let them finish. In many cases,
people will be calmer and more open to finding a solution, once they have let
off some steam.
While sites like Esources can get you in touch
with great supplier and product resources with positive reviews, it’s up to the
retailer to also pay attention to their customer service sector. In many cases,
a simple rephrasing can make a world of difference.
