Copyright © 2006 Judy Murdoch
Highly Contagious Marketing
http://www.judymurdoch.com/workbook.htm
Most of us don't like listening to complaints.
We can't imagine
the value in listening to someone rant and rage about something
they're dissatisfied with. But here 's a secret: There's gold
in those complaints—-if—-you know what to listen for.
WHY COMPLAINTS ARE SO VALUABLE
Reason #1:
People complain when they're unhappy with something. This means
they're in a certain amount of pain. When it gets bad enough most
people will pay to make the pain go away.
Reason #2:
Complaints are often symptoms of a more serious, underlying problem.
For example, when someone complains about their job, it's possible
they just had a bad day. Or it might be because there's a mismatch
between what they do best and the requirements of the job. In
general, if you can treat the source so the symptoms don't reoccur,
you'll earn more. People generally pay more for a dependable,
enduring solution.
Reason #3:
You get real language you can use to create your marketing message.
This is the language you want to use in your marketing message
because it will resonate deeply with your prospective customers.
HOW TO TURN COMPLAINTS INTO PROFITABLE OPPORTUNITIES
Step 1:
Pay attention to the actual language your customers or prospective
customers are using when they complain. If possible, jot down
the words and phrases they use.
A few examples from the real world:
"My bank promised me they'd complete this
wire transfer today.
Now they're telling me it will take five days. This guy is
selling his Honda Civic for a ridiculous price and I was counting
on the money so I could buy the car. He' s got other buyers and
he said he'd only hold it for me for a day. Now he'll probably
sell it to someone else and I have to start looking all over
again."
"We went to the car dealer and right away
found a truck that had
what we wanted at a good price. Then we ended up sitting around
in their showroom for three hours because the sales guy told us
the price he quoted us didn't include antilock brakes and he had
to check with his manager who had to check with the regional
manager. We had our 2-year old with us and he was getting tired
and cranky. It was a total nightmare."
"The kid at the grocery store forgot to
put one of my groceries
bags in my cart and I had to go back to the store the next day
with my receipt and go through the store to get all the stuff
the
bag guy forgot to put in my cart. I had to miss two-hours of work
and it was their mistake."
Step 2:
List possible causes. Go beyond what the person claimed as the
cause. Most folks will only be aware of the most obvious reasons.
Step 3:
Ask yourself if you currently have a product or service that could
address the source of the problem. If you don't have a product
or service, consider the amount effort required to modify something
you're already selling or create one that would address the problem.
Step 4:
Create a marketing message that explains precisely how your product
or service will address the complaint.
For example, Saturn automobile dealerships are
known for their
no-hassle, no-haggle sales policy. When you go to their website,
the very first thing you see is "Saturn. People First."
Do you
think the family that sat for three hours while the dealership
dinked around with the price of their truck might be interested
in buying their next car from Saturn?
Step 5:
Test the message with your clients and with prospective clients.
You want to make sure that the message resonates with them. Don't
just ask "Do you like it." You are looking for signs
that they will actually buy what you have.
You want people to say things like, "Dang.
That's exactly what
I need! Do you have any in stock right now?" Remember that
there
is a gap, sometimes a very large gap, between what people say
they'll do and what they actually do. You 're looking for
responses that are high energy, enthusiastic, and
action-oriented.
Step 6:
Use Feedback to Refine the message. If the response is less than
enthusiastic, ask how you can make it a better solution for them.
Then ask if they know anyone who might benefit from your product.
BOTTOM LINE
Here at Highly Contagious Marketing, whenever
we hear complaints,
we think, "There's a business opportunity here!" When
you hear
complaints -- especially when related to the products and
services you offer or are thinking about offering--stop and pay
attention. Those complaints might be beacons to lucrative gaps
in
the marketplace that your business can step in and fill.
