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Supply chain shortages, backlogs, and price hikes have caused increasing numbers of customers to voice questions and concerns that may have you and your team feeling pressured. Employees trying to finish a task for one customer may become flustered when “interrupted” with another request. That’s a formula for a bad day for a lot of people.

That’s why, when managers bring me in for team training, we talk about several guiding principles when juggling multiple customers.

Customers Are Not Interruptions

As LL Bean put it, customers are not interruptions to our work, they are the purpose of our work. Rather than becoming annoyed at all the customer inquiries, we need to remember that without those customers, we wouldn’t be employed. So, broaden your smile and be grateful when more customers come at you. This is a good thing.

Don’t Abandon Customers Midstream

It’s rude to interrupt a customer who’s in front of you to accept phone calls. Instead, use the backup of other team members or voicemail.

Acknowledge Visitors Right Away

When talking with a customer in front of you, briefly acknowledge any new person arriving as they enter. Invite them to have a coffee/seat and explain you’ll be with them soon. Then complete the work with the first customer.

Create Systems for Managing Multiple Customers

There’s no excuse for forcing customers to wait unreasonably. Nor should management expect employees to rush through customer interactions. It only creates more problems with morale, mistakes, and customer experience. Management needs to invest in customer service systems; be they artificial intelligence chat bots, FAQs on your website, and adequate staffing and/or outsourcing to handle customer surges.

Don’t Be Part of the Problem

As customers, we’ve all been subjected to staff who seemed more interested in chatting with one another than serving customers. Sometimes the culprit is a manager who interrupts frontline workers in front of customers. Frontline staff need to make themselves visible and available. Generally, coworker conversations should take place behind the scenes.

The good news is most customers understand supply issues and delays. As long as we are seen to be caring about their concerns, and about their valuable time, we can continue to build customer loyalty. That makes everyone’s day go better.

Which of These Will Lose a Sale Faster?

Imagine a potential customer talking about their product preferences and pet peeves. Which of these is most likely to lose the sale?

a. Not having the exact solution the buyer is seeking.

b. Having a higher price than the buyer has in mind.

c. Glossing over or ignoring the customer’s pet peeve.

If you answered c) ignoring pet peeves, congratulations — you win the sale!

One of the most common mistakes I’ve discovered when managers bring me into coach their sales and service teams is selective hearing. Employees typically pay close attention when they sense they have a possible solution to fulfill the customer’s desires. However, when buyers mention what they don’t want, employees tend to tune out. Then, when describing a possible solution, employees list all the positives but pretend they didn’t hear about the negatives.

That strategy rarely works since it indicates we didn’t listen well. It erodes trust.

Next time you’re describing the benefits of your products or services, make a point of bringing up the customer’s concerns. Explain how these benefits either address or outweigh those concerns. Avoid saying “but.” Instead use, that’s why…. For example, “I know you were concerned about delivery delays. That’s why I’m suggesting this model, which is higher priced. However, it’s in-stock and you’ll have it today, rather than having to wait three months.”

Bottom line — don’t ignore customer concerns. Raise them and embrace them.

MANA welcomes your comments on this article. Write to us at [email protected].