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UNDERSTANDING CUSTOMERS TO SELL BETTER AND MORE

• In the recommendation phase, tailor your offers to each cus-
tomer’s driving forces, providing incentives for referrals that
resonate with them.

• Achieve effectiveness in all aspects of your service by aligning
your products, strategies, procedures, skills, and attitudes
to ensure that every customer receives warm, personalized
support.

Key Point: Understanding Motivation
Builds Rapport and Endorsement

Building a strong rapport with your customer conveys your
dedication to earning their business above all else, making

them feel uniquely valued.

THINK ABOUT IT!

Formulate a strategy that transforms discussions of complaints into
constructive consultations:

• Establish a standard procedure for handling complaints
that is flexible enough to be customized according to the
customer’s behavioral style and the actual nuances of the
situation at hand.

• Start by designing this process for one style of customer and
then progressively extend it to include different customer
profiles. This method will lead to a refined complaint man-
agement system where the focus is on empathetic engage-
ment with the customer’s viewpoint.

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