Setting expectations during the sales process can make the difference between a raving fan and someone who gives you a one-star Google review. Instead of shying away from the hard truth that technology breaks, try leaning into it next time. From the very first conversation, 24/7 remote support and being proactive should form the narrative around how you deliver service.
This proactive approach culture really hits home during a proposal review or needs assessment when you ask a simple question: “We’re going to install this system, and you’re going to love it. But a year from today, it’ll be Sunday evening, and you’ll pick up the remote with your family sitting there. You’ll click the power button, and nothing will come on the screen. No sound will come out of the speakers. The system isn’t going to work.” Then pause a few seconds for effect and watch as the client enters a state of pain and frustration. “What do you expect from us in that situation?” Invariably, the customer will say, “I expect you to come out and fix it right away.” We immediately respond: “Great news! We’re available to you 24/7/365 by phone, text, chat, or email. Better yet, we might have received a proactive notification two weeks prior that something was going wrong and fixed it remotely, keeping a small issue from turning into a big problem.”
Also by Henry Clifford: Stop Losing Customers Who Don’t Understand Your Pricing
By placing the customer into a state of pain and then quickly following up with “medication,” you’ve provided a memorable example of what can go wrong and how you’ll make it right. I call this construct the “Cave of Pain.”
Taking a customer into the Cave does several things at once:
- We play on the listener’s emotions and make the experience real.
- In a few sentences, you put the customer into a state of anxiety because they don’t want to look bad in front of their family. Shame is a powerful emotion.
- You address the concern head-on that something will eventually go wrong with their system.
The Cave of Pain is so effective because most competitors won’t dare to address it. If your customer shops the job, they’ll ask other integrators the same question and won’t likely hear the same response. Instead, competitors might minimize or overstate system reliability instead.
Unless you’ve been living under a rock, we all know technology doesn’t always work as expected. The best thing we can do is provide proactive support and well-designed systems so that when things do go wrong, we’re there.
The Cave of Pain builds trust because you’ve labeled a big issue the customer is already thinking about. You’ve also positioned yourself as an effective second mover against competitors. Without bragging, you’ve showcased a key differentiator that sets you apart.
Also by Henry Clifford: Empowering Employees to Make It Right
The next time you’re thinking about what makes you different and how to position yourself, try leaning into the Cave of Pain.
Stay frosty, and see you in the field.
