The customer is always right

By Roger M. Hunsberger ASR Industries

Call the offendedparty and assurethem you will take care of the problem. Thank them for their business and ask what problems have occurred because ofyour error. In the case of bad material, ask what replacement is needed as well as any additional quantities or products. Then ship it immediately before your competitor moves in. Selling on a complaint call is a chance to demonstrate your excellent customer service and positive attitude.

Rule #5. Stay with the situation until it is fully resolved. Make certain credits are issued, visits are made and every promise completed. If you or your people promise it,it must be done.

Rule #6. If your action has embarrassed the customer or offended him in front of his public, apologize. Tell him you afe sorry he was personally hurt and that you didn't intend to do that. (This does not mean you are giving anything away. It simply shows corhpassion and respect foranotherperson's feelings.) If you do not take the situation offanemotional plane, it is impossible to resolve it without lasting damage'

Rule #7. Dispense mildness in the face of angcr. Remain calm if you are coming in for heavy verbal abuse, un-

Wood Panel Market Growth

Growing market demand could boost U.S. structural wood panel industry production to a record 27.9 billion sq. ft. (3/8-inch basis) by 1994.

But that level of production, the American Plywood Association notes, is based on two important assumptions-resolutionthis year of the northern spotted owl protection plan impasse in the West and congressional modification of the Endangered Species Act to permit consideration of the economic consequences of species protection.

Without timber supply relief, western production will continue to decline and "the industry will have difficulty supplying full expected demand beyond 1992," APA concludes. Western production fell about 9 billion sq. ft. in 1987 to just over 5 billion sq. ft. last year as a result of federal forestland timber harvest constraints.

Total industry production last year fair accusations and even personal slander. Breathe deeply and wait until the storm is over. If it is a vehement diatribe, let it run its course, then ask, i'Are you finished now? I'll talk to you tomorrow after I have considered what you've said." was 24.3 billion sq. ft., the lowest since 1985. The 1992 forecast is 25.6 billion sq.ft.

Regardless of the answer, walk away, hang up the phone or otherwise cut off the conversation. You will still have to resolve the crisis, but nothing is possible until you can reason with a calmer, more rational person. Many times the offensive person will immediately calm down and be easy to deal with.

Remaining calm inthe face of anger is a difficult trait to master, but it works in severe situations. Remember, you are not condoning such outbursis and correction may be appropriate when a calmer climate exists.

Rules #6 and #7 almost never have to be used if you apply the first five in a timely and professional manner. When a dispute escalates to the highest level, senior management must become involved immediately.

Your ability to troubleshoot effectively is of great value to your company. It is a positive approach that will improve both your business and personal relationships.

APA predicts single and multi-family housing starts will increase to more than 1.4 million in 1994 and that residential market panel demand will rise to 10.6billionsq. ft. by 1994. Residential construction consumes skuctural wood panels for floor, wall and roof sheathing, exterior siding, soffits, underlayment and other applications.