Advertising and Marketing Ideas to Create Phenomenal Profits In YOUR Small Business

The Small Business Owner’s Way Handle The Know-It-All...Especially When He Is Wrong And How To Stop 99% Of All Customer Complaints In Their Tracks! PDF Print E-mail

The Small Business Owner’s Way Handle The Know-It-All...Especially When He Is Wrong And    How To Stop 99% Of All  Customer Complaints In Their Tracks!


We have all had customers come in our small business...and have an expert recommendation from a friend, co-worker, relative, someone not with them at the time.
The conversation starts with “My uncle, who is an expert on such things, says I should get the____”.

Now, sometimes the uncle is right, and you just write the order. But sometimes the uncle is recommending something that isn’t what the customer should buy…..or you have a better selection...or (heaven forbid) the recommendation is for a product that is completely unprofitable to you.

In your store, you can sell what the “expert” recommends as long as it will really do the job intended...and as long as we sell it.

But let’s say that you want the buyer to buy something else……
Here’s how to do it….

The first step is to agree with the unseen expert. You cannot argue with a person who isn’t there. And it’s foolish to argue with someone the prospect trusts more than you,,,

Usually you would start by asking “That’s interesting...why did your uncle recommend this particular product?”. You really just want to get the conversation moving...and sometimes the prospect will, on their own, realize that the “expert recommendation” is foolish.

But here is the best thing I’ve found to say; “Your uncle sure knows their (product category)! Here’s why he was right in recommending it…” and then you can give reasons to justify his recommendation.  

Then you can say “And I appreciate it when customers seek expert advice.  It makes my job easier. It may even be the best solution for you….do you mind if I ask a few questions?”   

And then you can ask your regular qualifying questions…..and do the presentation as if the expert was never mentioned.

Why does this work? Because the customer was just complimented on choosing an expert...and the expert was acknowledged as an expert. And now we can get to what the customer really wants….which is to be led to a decision by an expert….which is soon going to be you.

Now what if the expert is there with the prospect? Now you have to understand the two huge motivations of the “expert”..
To protect the buyer
To look like an expert in front of the buyer.

So  always ask the expert what they like about the product they recommend. Do it NOT to trap the expert and show how much I know….but to give the expert a chance to shine in front of the prospect.
Once the expert feels like you have acknowledged their wonderfulness, they will recommend whatever you suggest…..as long as it really is in the buyers best interest.

Questions you may ask the expert include;
“Wow, you really know your stuff! Where did you learn so much?”
“I’m glad you’re here. Most of our customers come from referrals and recommendations. I wish I had someone I could count on when I buy things I’m going to be using for a long time.”
“What questions would you like me to answer before we start looking at (product category)?”

The keys are to treat the expert with respect, a little deference, ask their opinion…..and whatever you do….don’t try to get the expert to buy too. It will change the Dynamic, and turn you into a pitchperson (in the eyes of the expert) and not an advisor. If the expert is interested….they will let you know.
Making the expert uncomfortable (by changing them from a trusted advisor to a customer) will kill any help you will get from them. Trust me on that one.