Handling customer fears
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17-Oct-2014 -
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Business
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Transcript of Handling customer fears
LOGO
Dealing with
Ashraf Osman
Sales Effectiveness Consultant
Differentiation among competitors
• Fear affects the way customers differentiate among competitors:
– Fear of
– Fear of
– Fear of
– Fear of
Author: Ashraf Osman
Fear of change
• New solution will disrupt the way they do business.
• Even if the solution is cheaper , manageable, efficient, still it is a change.
• Consequences of change could be :
– Loss of authority.
– Loss of job.
– Change of job.
– etc..
Author: Ashraf Osman
Fear of conflict
• New solution might induce conflicts.
• Conflict can be Inter-department or intra-department.
• Conflict with their own customers.
• Conflict with suppliers.
Author: Ashraf Osman
Fear of work
• Customers are afraid of the additional work that your solution might induce.
• Current work methods will change; that’s additional work!
• “I used to send an email, now I have to fill 3 forms”.
• “Where am I in the new system?”
• “How long will it be before we go home on time?”
• “Executives are involved, the new system delivers more capabilities which is more workload for us”
Author: Ashraf Osman
Fear of failure
• What if we fail?
• Bad publicity internal and external, social media, customer/ constituents rage.
Author: Ashraf Osman
Customer reaction to fear of change
• Your feature : we will deliver the parts you need in one hour to your facility
• Customer response :
I am not sure we are equipped to handle such a fast delivery , our warehouses have a wok process that we
should follow
Author: Ashraf Osman
Fear of conflict
• Your feature : we will deliver the parts you need in one hour to your facility
• Customer response :
We cannot ask all our suppliers to speed up delivery just to keep up with you.
Author: Ashraf Osman
Fear of work
• Your feature : we can have your project fully implemented in 6 months or less.
• Customer response :
That’s too quick, it means we have to start training our Technical staff to support the new technology and print
relevant forms in short time
Author: Ashraf Osman
Fear of failure
• Your feature : we will reduce your cost year after year
• Customer response :
Will you be able to maintain quality year after year ?
Author: Ashraf Osman
Fear of All
• Your feature : We will fully revolutionize & automate your operation using latest IT system
Fear of Change We can not have that , too much change at the same time !
Fear of conflict Will this mean our IT people will get paid at a higher rate than other departments?
Fear of work How many other systems we will have to change if the IT systems changes ?
Fear of failure What if it doesn’t work , that’s a big risk !
Author: Ashraf Osman
Fear fighters
• Emphasize what will NOT change.
• Make certain your customer clearly understands which of its many systems will not change as a result of doing business with you.
Author: Ashraf Osman
Fear fighters
• People : not CV’s but Bio’s that include what customers want
to hear. Resources experience and knowledge pertinent to customer’s project.
• Process : how you implemented before and how will you
implement this one.
• Technology: your unique technology advantage.
• Experience: Prior experience & accumulated knowledge.
Author: Ashraf Osman
Handling fear of change
• Your feature : we will deliver the parts you need in one
hour to your facility
I am not sure we are equipped to handle such a fast delivery , our warehouses have a wok process that we should follow
You control delivery day and time , but if you have an emergency we can deliver the parts in as little as one
hour
Author: Ashraf Osman
Handling fear of conflict
• Your feature : we will deliver the parts you need in one
hour to your facility
We cannot ask all our suppliers to speed up delivery just to keep up with you.
You control delivery day and time , but if you have an emergency we can deliver the parts in as little as one
hour
Author: Ashraf Osman
Handling fear of work
• Your feature : we can have your project fully implemented
in 6 months or less
That’s too quick, it means we have to start training our techies to support the new technology and print relevant forms in short
time
We have developed a step-by-step transition map and we will deliver the needed training to your employees
Author: Ashraf Osman
Handling fear of failure
• Your feature : we will reduce your cost year after year
will you be able to maintain quality year after year ?
Once we have the system up and running, the cost will reduce each year while we continue to deliver the same
results
Author: Ashraf Osman
The 90%-10% rule
90% of your competitors will talk about :
• History and background.
• Company stability.
• Commitment to the project.
• Belief in your company.
• Basic price structure.
• Emphasis on quality.
• Well-qualified staff.
• Latest technology.
• Flexibility.
• Modern facilities.
• Dedication to customer satisfaction.
Author: Ashraf Osman
Find out your 10% advantage
• Take away the fears (change, conflict, work, and failure) using the fear fighters (people, process, technology, and experience)
• Your advantage is superiority & uniqueness.
• You should have at least 3 advantages that affect performance.
• Tie these three claims to money, time & risk. This is your 10% advantage
Author: Ashraf Osman