I’d like to introduce you to a popular podcast series ‘Tips From the Top’ by the Savvy Seller.
These informative podcasts are 20-40 minute interviews with experts in social media, eCommerce, blogging, email marketing, branding and more. Each interview includes tips, tools or techniques to help your business become more profitable.
For example, the episode 5 Problems in Online Sales & How To Fix Them covers these main points:
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Oh no – I’ve shipped the wrong item to my customer!Mistakes do happen and it’s the way that we respond to them is what sets us apart from other online retailers. If you know (by your stock on hand) that you have sent the wrong item think about sending the correct item immediately along with a pre-paid return envelope/satchel. As the return postage costs will not be borne by the customer you will find that generally they are happy to help you.
Let the customer know what has happened. Don’t make excuses, apologise and say that you know they are keen to get the item they ordered as soon as possible.
Obviously, this tactic will depend on the item itself and it’s value, profit margin, etc. You may choose to send the pre-paid return envelope and have the item returned before sending the correct item.
Other options include negotiating with your supplier to make an exception and drop-ship the item on this occasion. Or, if you have a relationship with another seller in your niche/industry, see if they are willing to help you out.
If you have sent item A to customer B and vice-versa, treat this problems separately. A definite no-no is to ask a customer to send directly to another customer!
Also, you might wish to throw in a little gift as a token of your appreciation for their patience and understanding. Remember it was your mistake – there’s no point being annoyed with your customer.
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Oh no – I’ve sold an item that is no longer in stock!
This tends to happen when you have the same items listed in a number of places. For example, you have an online store but also list your items on EBay. The item sold via EBay and you forgot to adjust the stock in your online store. Again, the most important thing is prompt communication with the buyer, admit that there has been a mix-up and apologise for your mistake. Again, if it is an item that you can source from your supplier, a different supplier or another seller this is generally the best approach. At worst, there is a slight delay in the delivery of the product.
There are times however where you are selling collectible or hand-made items that are indeed one-of-a-kind. In this case you will need to work hard to appease the buyer somehow. Offer alternative products that might suit. If the customer opts for a full refund make sure that this is processed promptly.
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Oh no – my customer says my item arrived damaged!
All online retailers have experienced this one. Occasionally you will end up losing money on a sale in order to keep the customer happy, but before taking action review the language of the customer. Are they genuine or are they ‘trying it on’? Now that most people have access to a phone or digital camera it is easy to ask the customer to take some photographs to show you.
Again, depending on the item, you may wish to send another item or you may wish to forward a pre-paid addressed envelope for the return of the item before sending the replacement.
Take into account the history of the customer either with your own store or using the feedback on Ebay, for example.
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Oh no – how do I deal with a hostile customer!
Ugghh! You have the ‘customer from hell’ – what do you do? Always remain calm and professional in all communications with your customer – do not feed on their hostility, do not try to out-argue them.
Do, however, keep the paper-trail of all your communications and try this trick. Draft your responses in Word rather than in your email program. This way you won’t be tempted to send your response in the heat of the moment, rather spend some time away and then review it again before sending it.
If appropriate, provide shipping tracking numbers, custom forms, etc to your buyer so that they can be assured that any delays are not from your end.
If, at the end of the day, the communications going back and forth are not getting anywhere, you may choose to cut your losses and offer to cancel the transaction. This may mean losing money on the sale in some instances.
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Oh no – what do I do, I’m overwhelmed by orders!
”Jump for joy!” This is a great problem to have but you do need to take action. Is it time to hire someone? Work out what part of your business requires the least amount of specialist knowledge and then engage your kids, spouse, friends, SAHM’s, students, etc to help you. This might be in labelling or packing for example. You may want to keep the answering of customer queries as something you continue to do yourself.
It could also be time to review your business processes and look at what you can streamline that would mean getting the orders out of the door more quickly. Instead of completing shipping and customs forms by hand, speak to your shipping provider about alternatives they offer for higher-volume customers.
Remember to always keep your business professional. It might not be a full-time thing for you but it is still a business and your customers expect a professional service. You may need to look at your priorities during the busy holiday period and postpone or miss some social engagements for example.
As you get busier and busier, it is vital that you double check your business at each step along the way to avoid mistakes happening. This is especially important when you have new people on board, are implementing new systems or processes, burning the candle at both ends or simply so busy you are rushed off your feet. Remember the old adage – a stitch in time saves nine!
You can listen to full Podcast at Savvy Seller http://recordings.talkshoe.com/TC-19245/TS-298543.mp3
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