It’s tempting to hide in a dark a bar when jobs go awry. But it’s better to face the music.

By Bill Farquharson — Graphic Arts Online

It’s every sales rep’s worst nightmare: The phone call that starts, “We just got the shipment, and, well, there’s a problem. You need to come in immediately.” The feeling that hits your stomach is worse than when being called to the principal’s office or the taxman’s dungeon. It even rivals the dreaded “Honey, we need to talk” discussion. It hits you and stays with you the entire ride there. Oh, man. That’s the worst problem to have…and yet can be the best opportunity to shore up the account as well, if you play your cards right.

When good jobs go bad, there are two things that you can do. The first is to explain to the client what happened, pointing out where the fault lies and emphasizing your lack of responsibility in the matter. That usually sounds like this: “Those idiots in the pressroom took their eye off the ball and missed what I’d written on the job sheet about perfect binding instead of using coil. They’re always messing up. But don’t worry, we’ll get the reprint right!” Hearing that will not fill the client with confidence. It will only question your shop’s ability to do ANYTHING right, not to mention make the client wonder about your loyalty to your own company.

The other option is to see this situation as an opportunity to rise up to the challenge and come out in better standing with the customer because of the error. Here’s how:

First, apologize.—It’s amazing how much of the emotion can be removed by simply saying, “On behalf of my company, please accept my apology for the inconvenience this has created.”

Second, investigate.—Ask the client what his or her expectations are by saying something like, “What do you need to have happen immediately?” The blown run might have been for 10,000 but maybe only 500 are needed right now. Find out so that you can bring better information back to the plant. Try to hold off on any conversations regarding what happened and who is to blame. Focus on meeting the client’s request.

Third, communicate.—Once you understand what the client requires immediately and have begun the process of meeting those needs, make certain the client knows exactly what is happening and when.

Your most important job
Fourth, deliver.—A do-over reprint is the most important job you will ever produce for this customer. Whatever you and the client agree to, meet the delivery date. Who knows? Maybe you can have the problem solved before management hears of it.*

Fifth, suck up.—Once the dust has settled, send an e-mail to the offended party saying something like, “Again, please accept my apology for the printing error. I saw the situation as a challenge to demonstrate the level of service we provide our clients. Everyone makes mistakes. How those mistakes are handled separates the chaff from the wheat. I hope we have proven to you that we stand by our work and make it right without making excuses.”

The Chinese symbol for “problem” is very close to the symbol for “opportunity” for a reason. When you hear the words, “Uh-oh. We’ve got a problem!” you need to translate that as, “Okay. We’ve got an opportunity!” Then, remember to listen more than you talk, make no excuses, and get it right the second time.

By the way, if there are any typos in this column it’s not my fault. That editor of mine, he’s always scerwing [sic—just kidding!-ed.] up!

*I actually experienced this. The reprint was delivered the next day and it wasn’t until later that afternoon that the buyer called me, screaming. He didn’t know it had already been handled so I let him rant before finally telling him the news. He was so embarrassed that he hung up and we never talked about it again. Sweet!

ASPIREFOR.COM: Bill’s Monday morning sales video is online at graphicartsonline.com/video

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