A Complaint? It's a Compliment! - 7 Tips for Dealing with Complaints at Trade Shows, Marketing : iPedia

In the past week, how many times were you upset bysomething? What action did you take? Complain to theneighbors, make a snide remark to a co-worker, post it on alist or email a group? Did you just gossip or did you try tomake it into a positive experience? They say we complain toten people for every one compliment about a product orservice.

Did you call the manager of the company, write the companypresident, email a suggestion for improvement? Probablynot. You were upset but not enough to take action. Or youthought you'd be perceived as a whiner. Or that nobodywould do anything because you're nobody special.

People don't complain because they don't like you. Theypoint out faults and know you can do better. They haveexpectations of your product, your service, your reputationand you've let them down. They complain because they'redisappointed - they like you and want you to succeed.

Look back on your history of lost clients. Was it becausethey complained or did they just slip quietly away. It was thefinal straw - once too often that the invoice was wrong, theshipment was late, the product was incomplete, thesalesman couldn't solve a problem, the repair person nevershowed. Etc.

It's one thing to have complaints come into your office andhave them solved. It's quite anther when the complainantshows up at your exhibit. So, when you're on the trade showfloor, and folks show up with complaints, welcome them.This is an opportunity to gather market intelligence, find outwhat's really happening with your product and service andkeep a client.

1. Be PreparedIf you know about problems with product, shipping or salesstaff, you should expect some negative comments or directcomplaints. Don't pretend to be surprised. Decide beforethe show how these complaints will be acknowledged. Youcan't hide from problems - surely you've made a recall,rebate, replacement or other adjustment.

2. Make Sure Everyone KnowsPerhaps there were problems resolved at a managerial ordivision level. But your booth staff is composed of peoplefrom all levels and areas. Everyone needs to know ofpotential problems that might come up. There should be nosecrets. Secrets leak out and become gossip. Gossip canbe deadly.

3. Control the ConversationThe meeting will generally start pleasantly and then get tothe complaint. Sometimes you'll have a rowdy visitor. Ineither case, move to the side, or out of the booth, or best yet,set an appointment to resolve it off the floor. This is aproblem between your firm and one customer - don't makeit part of trade show folklore.

4. Listen CarefullyMake sure you understand what the problem really is. Is it aspecific complaint about one shipping disaster, or a generalblast about your shipping carrier? Resolve the first with thecustomer. Report the second, find out if it's widespread andfix it. You can't afford to lose

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5. Write It DownAsk the complaintant if you may make written notes as youspeak Say you want to make sure you have all the details.Review them after the encounter. If the person is upset thatyou are taking notes - stop, and put the notes aside until heleaves. NEVER make people fill out forms. That shows youanticipated a problem but didn't try to reach out to clients.They took the initiative and found you on their own at theshow.

6. Appoint an Arbitrator. There has to be one final authority from your firm in thebooth at all times. This is the person who has the authorityto resolve the problem on the spot, to pass it to the rightlevel and to calm the complainers. Don't make them fill outforms. Trade shows are fast paced - they want a decisionnow. More critically, they want to know that their input isvaluable to you. Acknowledge and thank them for theirvaluable assistance in making your business a success.

7. Out of the Blue. Sometimes, there will be a problem that's a completesurprise. Often it's a staffing problem - a rude sales person,a question of misappropriated funds, an unknown sidedeal, an executive with an addition. This is not gossip. It'sunconfirmed

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Julia O'Connor - Speaker, Author, Consultant - is an expertin the psychology of the trade show environment. Sheunderstands that one bad experience by a client canexplode into a confrontation on the show floor. Helping herclients in knowing traps on the show floor.

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A Complaint? It's a Compliment! - 7 Tips for Dealing with Complaints at Trade Shows

A Complaint? It's a Compliment

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