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The Art of Sales Conference 2017 Part 4: Jay Baer

Jay Baer - The Customer Service Guy

New York Times bestselling author of Hug Your Haters and Youtility

    Customer Service and Sales are in a long-term relationship. They are married for better or for worse. Like every relationship, they work better together, whether you like it or not. Sometimes they love each other and sometimes they hate each other. Regardless of what you think, the truth of our business (the car biz) is that customer service, and sales work hand in hand. Learn to love this relationship, and it will be good to you in return as well.

Hug Your Haters. Being in sales. We love the praise. Love the pat on the back from your manager, the high five from your colleagues, the recognition, and the boost of ego. Forget all that! Baer says that praise is overrated and that it is useless in helping us grow. Complaints on the other hand do the exact opposite. Complaints help us understand the areas we need to improve on. This totally clicked in my head as I was listening to Baer talk. You and I should start thinking of the complaints and/or negative feedbacks as opportunities to grow. When I get a less than positive email from a dealer, instead of getting annoyed and perhaps ignoring the email, now I will look at it as a chance to make my services better. Use your customers' complaints as sales opportunities. REALLY!  "Haters aren’t your problem … ignoring them is." This is your time to shine and show them how good you are. If you can address a customer complaint appropriately, you will have created a loyal customer for life. By responding to the complaint, you are showing your customer that you care about them and this will help you build on your relationship with them. You can show your customer that they can trust you and this will speak in volumes when they refer you to others. 

More Complaints? s sales reps in the showroom, you are sometimes the first line of contact between the brand and the customer. If you hear the same complaints over and over again, then that is the area where the opportunity to grow is. Use the complaint as a goal to improve on. 

Everyone is watching. With the shift of attention to social media, we know that our customers are browsing on Facebook, Twitter, Google Reviews, Yelp and all sorts of other review sites. Your existing customers and future customers are online reading these comments. Is that bad? No, it's only wrong if you ignore these comments. Since everyone is watching, the revenue is larger than just that one person complain to you. Use that complaint as an example to show the world that you care and that the company you represent is great! 
Follow these three steps to dealing with an online complaint:

  1. Engage the online comment by apologizing (others see that you care) 
  2. Use the same stream of media they have commented on to reply. 
  3. Once you've acknowledged the comment online, message the customer privately to resolve the issue.
  4. Once resolved, go back online and thank the customer for letting you address the issue.
  5. Do it Quickly! Speed is critical when responding to a customer complaint. A happy customer expects a response in less than an hour. Companies that are good at customer service respond within minutes. Strike while the iron is hot! SPECIALLY WITH MILLENNIALS. They want to engage with you and your brand immediately. 

Be empathetic :) "Remember that the goal isn't to fix the problem but to restore customer trust." I think this is the most important one in our business. Automotive sales professionals still have certain negative stigmas to manage, and most of the time, your customer is only expecting marginal service from the dealership. Here is your chance to be a hero and blow them away. Be aware of your tone when you are addressing a complaint. 
Jay shares an example from Shutterstock, which he uses in his book. When they had a big outage in early 2015, a customer tweeted, “The website’s down. It’s not me; it’s you.” Shutterstock answered, “It’s not you, it’s definitely us. We’re really sorry.” And the representative signed her name. She was getting three tweets per second and answered everyone personally with humanity in such a way that it was obvious she’d read their complaint. - section from

In closing, people want to do business with other people and not a logo. People want to feel special, and we can all relate to that. We are all in customer service. 

I strongly recommend reading the book, Hug Your Haters. It is filled with recommendations to inspire you in your sales career.  Also, follow Jay on Twitter for daily tips and insight on customer service.  

The Art of Sales Conference 2017 Part 2: Ron Tite

The Art of Sales Conference 2017 Part 1: Jeffrey Gitomer