In 43 years of selling hand tools, I have been lucky enough to work with just about every skill of tradesman you can name: automotive technician, oil field roughneck, electrician, plumber, carpenter, maintenance, HVACR, etc. All of these professional tradespeople have the same unusual idiosyncrasy. They will purchase a $40,000 pickup truck or van and treat it fairly well with regular maintenance, then trade it in three years later, get a paltry $12-$15,000 and be happy. Those same tradespeople will purchase a $10 screwdriver, torture the hell out of it for 10 years, and finally break it. Then they get upset when the mobile jobber says, “no free replacement.” It is certainly odd, but that’s the way the tool world is. And as we all know, no one has invented a tool that a technician can’t destroy. So how does a mobile jobber deal with a less-than-happy customer?
During my research for this month’s article, I spoke with several current, successful jobbers, and they agreed that expired product warranties create the most common friction with their customers. Basic hand tools normally are not a big issue since most have a lifetime warranty. The most frequent problems flare up with power tools, air tools, electronics, and other costly items with less than lifetime warranties.
One important thing to understand is that, in most cases, the customer is not upset with you personally. They are probably upset with the product, the manufacturer, your company, or an unusual situation. It may also be something that has absolutely nothing to do with anything you’re involved in – such as home issues, work issues, or relationship issues. They could just be having an unusually bad day. Unfortunately, it almost always feels like they’re mad at you.
If you can calmly accept that your red-faced customer is not actually upset with you personally, it will be much easier to deal positively with the situation at hand. This is hard when the veins on a customer’s forehead are sticking out directly at you. In these situations it’s just human nature to want to defend ourselves, but don’t do it.
A less than perfect way to handle the situation would be:
Customer: I can’t believe these impact guns only have a one-year warranty! It really ticks me off.
Jobber: You should have known that when you bought the impact gun, so don’t come to me with your complaint.
You have now picked a fight, and I guarantee things will go downhill from there, as will your sales to that technician.
A better way to handle this situation is this: As you quietly and without interrupting listen to the customer’s problem, you should first respond like you do when you correctly handle an objection in a sales presentation. Make sure you are dealing with a real problem, and not just a throw-away gripe.
For example:
Customer: I can’t believe these impact guns only have a one-year warranty! It really ticks me off.
Jobber: Yes, I sure wish the warranties were longer. Let’s try another good brand with your next one and I’ll give you a bit of a discount on it.
This answer accepts and agrees with the customer, lets him know you have empathy with the situation, and that you are giving him a little discount for his trouble. Then you move on to selling him another one.
The customer got the gripe off their chest and they are now ready to move on.
Once you relax a bit and understand that this isn’t a personal attack, you are then able to listen to what your customer is saying. You are also more likely to be able to develop a plan to solve this issue the best you can.
I spoke with a jobber in Canton, Ohio who said that when he knows he is going to face an unhappy customer he will develop his game plan before he enters the conversation. Since you know most of your customers’ personalities pretty well, if you use good listening skills you will be able to ascertain if this is a big deal or not.
In speaking with another jobber in Chicago, he said that he works hard to be sure his customers understand the warranty when he sells them something with less than a lifetime warranty.
Another warranty issue that will cause problems is repairs. Telling a customer, “Sure the tool is under warranty and the repair will be free, but, it is going to take four to five weeks” will usually be met with a less than enthusiastic response such as, “And what the #@&% am I supposed to use for the next five weeks?” This is one of those times the customer is mad at the company, but you are getting the verbal beating.
A save-the-day solution is to have a used, trade-in tool to lend the customer during the repair period.
Jobber: “Yes, four to five weeks is too long to be without that tool, and I wish repairs were faster. What I can do is lend you this used tool I have in the meantime. It will at least get you through the repair period.”
Again, you have accepted their problem with empathy, agreed with them, and in this case given them an acceptable solution. This is a win-win response and solution.
An additional major concern for you is that studies show a satisfied customer will tell two to three people about his experience with your company. A dissatisfied consumer will share their lament with eight to10 people and with social media, it could get even worse.
In your case, a single, very unhappy customer, or a heated exchange with a customer overheard by others, can influence many or all of the technicians in that repair shop.
One of the jobbers I spoke with said that as soon as a technician brings up a warranty issue, he will immediately move the conversation to his truck.
Jobber: “Let’s go out to the truck so I can look up your purchase on my computer and see what we can do for you.”
Here you are showing concern for the problem and you are also showing the customer his issue is important enough to go out to the truck and look it up. But even more importantly you are separating the customer and this potentially unhappy exchange away from his coworkers’ prying ears. This also gives you the time to develop your strategy on the way to the truck.
Three things that struck me as I prepared this month’s article.
Why don’t mobile jobbers post a small sign in their mobile store stating the normal warranties of their most common types of products?
Why don’t the major mobile brands print the warranties on the packaging of all those products with a less than lifetime warranty period?
Why don’t manufacturers in this industry offer extended warranties for sale? You can buy warranty extensions on many products: cars, TVs, computers, appliances, etc.
Remember that more than anything, unhappy people just want to be listened to, understood, and have their issue respected … and they sure do not want to be argued with.
Now go sell something.
