August 2004 Focus on Customer Service

Tact when addressing a customer's apprehension toward your product or service is, undeniably, crucial. When presented with concerns, try this simple tactic: the feel, felt, found principle. First acknowledge that their concern is valid - that you can relate through personal experience or when dealing with other customers. "I know how you feel, I felt the same way" or "I know how you feel, other customers have expressed the same concern." Follow up with how your product or service can benefit the customer. "I have found that. . ." or "Others have found that . . ."

Prospect: I can't afford your product.
Seller: I know how you feel, others have expressed the same concern. We have found, though that (insert benefit here).