[Customer Service] Communicating the Tough Issues

Not every residential customer wants to hear everything you have to say, particularly when it’s about price increases, service changes or other issues. That’s why concentrated planning can prevent problems that may occur. Here are some steps to help you communicate the “tough stuff.”
• Determine the objection. Anticipating objections to issues can help prepare you for communication challenges. Determine possible issues or concerns your customers may have with your organization or service.
• Acknowledge the issue. Don’t be afraid to say the issue out loud because this will demonstrate that you are involved.
• Empathize. Let your customers know that you understand how they feel about the issue. That way, you’ll help the customer open up and talk about their objections.
• Deliver the message. Once you’ve laid the groundwork by acknowledging the issue and empathizing, you’re now ready to communicate the message.
• Offer options. Consider offering options and choices for the customer.

CHALLENGE #1: PRICE INCREASES. How do you pass on a price increase without endangering your relationship and business with your current customers? Your customers will be less upset over your price increases if they understand that they’ll receive added value with the price increase. Your challenge is to come up with changes the customer will perceive as a value. You want customers to feel they are receiving something extra in return for paying more for your service.
In communicating price increases, always stress the value, not the price, of your service. Remind the customer of the kind of protection your services provide. 
   If you’re passing along additional costs from your product suppliers to customers, show them examples so the change will seem more tangible.
If your customers appear reluctant to continue to use your services because of a price increase, consider making an offer that would keep their price the same, but would reduce the service you provide for them. This is a last resort, however. Don’t offer it up front. This communicates to the customer that the price increase is a done deal; the only option is to buy a lower grade of service. If the customer bites on the less expensive alternative, at least you’ve retained the customer.
Don’t wait until the actual service to let the customer know about price increases. If you explain the price increases one service before it occurs, the customer will be prepared.
Some pest control companies offer to hold current prices for a period of time for their long-time customers. This reduces the risk of losing customers due to price increases and shows your customers you’re willing to do something that is beneficial for them.
Price increases due to increased gas prices are more easily understandable since gas prices affect everyone. Let the customer know a total amount you spent for gas a year ago compared to now if they need further information.
Be confident when approaching the customer about price increases. If you are timid, tentative or intimidated, you’ll bring on customer resistance. Convey your confidence in your demeanor, attitude and language.
Regardless of who in your organization will convey this news to the customer, consider holding a role playing exercise where the individual can actually face some questions by the “customer.” The time spent in this type of preparation training will be well spent to prepare individuals for communicating sensitive news.
Remember, price is rarely the only reason your customers do business with you.

CHALLENGE #2: CHANGE IN SERVICE. Suppose you’ve decided to change from monthly interior service to a quarterly service, one visit to treat inside and the remaining three to treat outside only. You believe this is a more efficient method and want your customers to understand why it’s better for them in the long run. You have allowed six months to make the conversion.
Focus efforts on customer education. Begin by announcing a new level of service, perhaps via a postcard, and provide the top three benefits the customer will receive from this new service. The main one would be protection of their home from the outside in.
Provide a flyer for technicians to leave behind that also explains the benefits. Be sure they are prepared to answer the “How-much-more-is-this-going-to-cost-me?” question.
The third contact about the new service should spell out the cost increase, still focusing on the added benefits, however. Encourage your customers to call and discuss the new service with a specific individual in your organization if they have questions.

CHALLENGE #3: SKIPS. Nearly every pest control firm experiences “skips,” i.e., when the technician arrives to treat the inside and the customer is not home. Some companies leave a doorhanger to the effect that “We missed you! Please call our office to reschedule.” Others phone the customer later.
Be empathetic when contacting customers, explaining that you understand their lives are busy but if they let you know they won’t be home, you can shift your schedule. Remind them of the value of regular service.
If you perform a quarterly service (one inside, three outside), you can do the outside treatment without someone being home (another benefit of this service) and reschedule the interior service for a later date.
Communication challenges present themselves daily; be honest and upfront with your customers. They’ll appreciate it!

The author owns Compelling Communications and can be reached via e-mail at jvanklaveren@giemedia.com.