In any business field, profit and revenue are always the top goals. Therefore, all forms of marketing, image promotion, or personal branding aim to satisfy customers’ psychology. In addition, sellers need to equip themselves with professional knowledge and sales skills, as well as a positive attitude to be able to persuade customers when they meet all the conditions of quality, reputation, and price. Although understanding the buyers’ perception is important in reality, PLG has recorded that 70% of customer loss is largely due to the seller’s bad habits.
If these common mistakes are not promptly addressed, they can have a serious impact on one’s brand image and reduce economic benefits. Let’s explore with Copywriter PLG 9 common bad habits that can easily leave your customers dissatisfied, as follows:
1. Emotions excessively with rigid rules
There was once a survey conducted between two salespeople selling the same product at the same price point. A curious customer actively sought out information and quickly decided to choose the seller who gave them the most sense of security. The results showed that the majority of customers chose to buy the product based on the trustworthy and friendly personality of the seller, even if the product was priced higher.
From this, we can learn the lesson that placing too much personal emotion into our work will likely lead to disadvantages, as negative feelings can inadvertently be passed on to customers. On the other hand, displaying excessive enthusiasm and eagerness can make customers cautious. Being too nonchalant or rigid in our work will not fully win over the favor of customers either. As everyone wants to receive attention and enjoys working with people who behave calmly and cordially, managing our emotions is also a reason to push sellers e into priority positions.
2. Overpromoting products/services and Self-elevating one’s value
A business’s success depends on its advertising and marketing strategies, as they can create impressions and stimulate customers’ needs, making transactions smoother. However, applying this rule to interpersonal communication behavior to “elevate” oneself is not considered wise, as customers only want to hear honest advice about the benefits and risks of a transaction. They do not care about the seller’s famous clients or awards, except in cases where they proactively research that matter.
Therefore, excessive self-promotion can hardly create a favorable impression or gain customers’ trust. It may lead to missed opportunities for cooperation due to the assumption that the seller is exaggerating. If a customer is purchasing an expensive or important item, they surely have researched various sources of information, even searching for negative content to ensure their money is well-spent.”
3. Criticizing competitors when being compared by customers
Many sellers make the common mistake of criticizing their competitors when customers complain about prices or compare them with other places. This behavior often stems from pride, causing them to become defensive and dissatisfied. They intentionally undermine their competitors by providing a series of evidence to conclude that cheaper prices elsewhere are problematic and unreliable. They may use phrases like “you get what you pay for” or “be careful of being deceived” and even show mild irritation towards the customer, saying things like “Wherever the price is good, please go there to buy.” However, such phrases unintentionally make customers unhappy due to their unprofessionalism or sarcasm, not to mention the sensitivity of customers who may feel discriminated against or offended. This can result in a breakdown of trust and damage to the seller’s reputation.
Therefore, in these cases, sellers should try to remain calm and accept customer opinions with a courteous, gentle, and delicate attitude. It is important to avoid rushing to answer and to ask for more time to think. By doing so, sellers can demonstrate their professionalism and persuade customers of their civilized behavior. This is especially important as customer satisfaction is crucial for building a successful business.
4. Speaking Badly of Former Customers in Front of Other Customers
This is a major communication taboo in business, as speaking ill of former customers in front of other customers will never create a good impression. Especially when mentioning cases of fraud or unpaid debts from previous customers. Although, understandably, sellers may fear similar situations in the future, “preempt saying” will make customers uncomfortable, as serious people’s psychology doesn’t want to be lumped together with the thoughtless.
It is important to understand that any reputable customer requires assurance and peace of mind. If they see sincerity, politeness, and professionalism, they will know how to protect the seller from worry.
5. Talking too much and pressuring customers for quick decision
Nowadays, customers have many options and sellers ranging from budget to high-end products and services are widely available, except for exclusive factors. Therefore, competition will make it easier for them to find suitable options. Additionally, customers always prioritize comfort and no pressure, and they want sales consultants to “quickly answer” their questions, even if they may not have made a decision or thought they would buy.
Looking at this psychological perspective, customers are fully aware of their needs. Therefore, no matter how broad the sellers’ knowledge and experience are, if they talk too much to try to explain or advise without delving into the psychology, it can make customers uncomfortable or feel like they are being bothered. Especially, customers should not be rushed, hurried, or forced to make a decision, as it not only creates pressure but also increases suspicion when they are not ready. Therefore, the advice here is to create value that prioritizes customers. If they recognize the need for a product or service, they will be the ones who actively urge the purchase.
6. Showing busyness, forgetfulness, and slow responsiveness when customers need assistance
Each person has a unique approach to sales, but all customers value quality, reliability, and price when making a purchase. According to survey results, enthusiasm is an important factor in attracting loyal customers, as they believe that an enthusiastic seller knows how to care for them and create a sense of security. Typically, this enthusiasm is demonstrated through effective communication, such as providing advice, answering questions, or handling customer issues promptly to ensure their satisfaction.
If one is too busy, it is possible to seek assistance from others to avoid interrupting the customer’s attention. Therefore, never use being too busy, forgetfulness, or slow responsiveness as excuses to lose a customer’s trust in the seller, as everyone deserves respect.
7. Ignore small orders from overly demanding customers
The proverb “many a mickle makes a muckle” emphasizes the values of frugality, patience, and the importance of small things. It suggests that small actions if repeated frequently, can bring about unexpected results. Therefore, do not overlook small orders, as sometimes, customers who are interested in quality and responsibility will test a company’s capabilities through such orders. Once they are convinced and satisfied with the dedicated service, they will surely gain the trust of the buyers. This approach not only reduces advertising costs by word of mouth but also attracts new customers through positive reviews on social media.
Moreover, billionaires around the world also acknowledge that behind their success is feedback from difficult customers, as they create unique and outstanding value for the business.
8. Arguing immediately after receiving customer feedback on product quality
In reality, the majority of sellers lack listening skills, so when customers become angry, critical, or express dissatisfaction with the service quality, the seller often reacts with a focus on service quality. Although sometimes customers make unfounded or inaccurate complaints, responding hastily with explanations while they are angry is like “adding fuel to the fire”. Customers may think that sellers are shirking responsibility and making excuses, so even if the sellers are correct, it can still be perceived as wrong. Because no customer wants to be lectured or tolerate people who don’t listen.
Anger is like a wave that rises rapidly and subsides quickly. Therefore, it is important not to interrupt customers and let them express their thoughts and feelings. Wait until the anger subsides before offering support. Of course, offering a sincere apology is essential as it is an effective way to alleviate tension and help customers calm down. Although sellers may feel a little disadvantaged or frustrated, this humane approach will always leave a good impression on customers.”
When feeling tired or discouraged, remember the quote “The customer is always right” by Harry Gordon Selfridge, a talented American businessman who was a pioneer in the retail industry. He owned several large shopping centers and famous grocery store chains in London. He was also one of the most respected and admired figures in the United Kingdom during that era. He conveyed the message that if we want to succeed in business, we should touch the hearts of our customers and even accept unreasonable demands.
A rare photo of Mr. Harry Gordon Selfridge when he was alive
9. Developing customer relationships into close friendships
Building strong communication relationships in business to earn customers’ trust is crucial. This helps prioritize the seller’s attention when customers have product concerns. However, customers will not always cooperate simply because of friendship, as everyone wants to receive the best possible benefits. Based on practical surveys, customers tend to buy from friends only for low-value orders that are easy to pay. However, the return rate is not high, as most customers think that “familiar places are difficult to bargain, and they are afraid of being offended if they give negative feedback, not to mention the need for privacy.” On the other hand, in cases without close relationships, the purchase rate is up to 90%, including major projects.
An expert from England once shared: “Deep inside every person lies a secret, including suspicion and self-defense instincts. Therefore, smart sellers who understand the levels of friendliness, responsibility, and trustworthiness are the important bridge to attracting customers closer.”
By TVVN Press
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