In The Mood Part 2....

Last tip, my banker offered to close my Money Market account rather
than waive bank fees for a loyal customer of 30 years. But he's too
busy to even close the account, so he escorts me to the branch
manager's office.

The saga continues...

The branch manager shook my hand and offered me a seat.

"So, what is it you need today?" she says smiling.

"Do I have to repeat my story?" I asked. "I thought you were briefed.
Let's just close my business Money Market account."

"OK. Which account is that?" she asked.

I pull out my list of account numbers and again point to the one
I think it is.

"OK. This one?" she asks pointing to her computer monitor.

"No that's my personal Money Market ... No that's not it either ...
Yes, that one," I say guiding her along. She begins the process of
closing my account, then pauses to ask a question...

"Excuse me. Who does your payroll?"

"Your business banker just asked the same thing. What does that got
to do with...?"

Then it dawns on me. They both want to sell me on a new payroll
service. They make a referral fee by pointing me to their partner.
Here I am complaining and they're trying to sell me more junk.

"I'm very happy with my payroll service." I reply.

Then the branch manager notices I have an old business checking account.

"You should be in our new Green Business Checking," she begins. This
entails changing automatic deductions, closing my account, and opening
a new one. More time and hassles than I want to deal with today.

"Listen," I said trying to stifle my anger. "I'm busy. I'll think about
it and get back to you ... on my schedule."

I was not in the mood to buy anything new. Why did they keep trying to
sell me stuff?

The theory is: If a business resolves my problem well I'll have such a
positive feeling about them that I'll want to expand my relationship
with them.

The theory is wrong.

That only works when a business exceeds customer expectations -- like
when the Apple Store fixed my Mac for free on the spot. The bank,
however, did not exceed myexpectations. They didn't even seem to care
about me. They had no time to help me, but plenty of time to sell me
stuff. Why would I consider buying anything today?

Even if they resolved my problem, why would that excite me? They were
my problem. What would suddenly put me in a buying mood?

It is the rare problem resolution that shifts a customers emotion.
Even then, pitching a sale can take the edge off all the positive
feeling. (I bought a new OS from Apple because I was so delighted,
not because anyone asked me to.)

There is an approach that can turn a problem resolution into more
business.

More on that in my next tip...

Takeaway: A dissatisfied customer is rarely in a mood to buy more from you.