From a salesperson's perspective, there are few things worse than returns. Not making a sale is one thing. But, making a sale and then losing it is another. For whatever the reason, most salespeople react very harshly and even take it personally when a customer comes in with a return. Think about this for a moment: can you honestly say that you have been pleasant and understanding every time a customer has approached you with a return or complaint? Is it any wonder that most customers who come in to return something do so with their defensive shield up in preparation for a battle with a salesperson?

Though the process of handling returns will never be your most enjoyable task, it doesn't have to be a battle either. Just as the selling process has methodical steps, so does the process of handling returns. By following these eight steps, you can make the experience more pleasant for both you and the customer.

Step One: Handle Promptly Never make the mistake of pushing a customer with a return aside to assist a buying customer. Every customer deserves the same prompt service. Whether they are buying or returning, both have the potential to become your future customers.

Step Two: Project a Positive Tone The tone with which you greet your customer will dictate the use of their defensive shield. If your tone is friendly and invites the customer to tell you their story, they will be more inclined to lower their shield and work with you, instead of against you. You can express your tone verbally with the words you use and the volume you project. Your tone is also expressed physically with your body language (i.e., eye contact, uncrossed arms, smiles). Let the customer know you want to help them by establishing a positive tone from the start.

Step Three: Hear Them Out This is probably the most critical step of all. Let the customer tell you their story without interruption. If you interrupt you may give your customer the impression that you're not interested in what they have to say and thus you won't be interested in helping them with their problem either. By allowing your customer to "empty their cup," they will be more likely to respect you and the solution you offer to their problem.

Step Four: Check for Understanding Let your customers know that you have heard what they have told you by repeating it back to them in your own words. You can begin by saying: "Let me see if I understand your situation correctly" then reiterate their story back to them. This will increase their confidence in your ability to take care of them, as they will feel as though you truly understand their situation. By repeating back what they just said you are also giving them the opportunity to correct you on anything you may have misunderstood.

Step Five: Show Empathy Just as in selling, it is important that you show empathy, not sympathy. Empathy is understanding how your customer feels and respecting that, where as sympathy is feeling sorry for them. You can let your customer know you understand their concerns with a statement as simple as, "I understand your concern."

Before you go on to the next step, which is to explain the store's return policy, make certain the customer knows that you empathize with their situation. Otherwise, they may put their defensive shield back up the minute you tell them you want to explain your policy on returns.

Step Six: Explain Policy Before rattling off the store or company policy, ask for permission to do so. You could even make a statement such as, "Let me explain our policy to you so we can resolve this situation together." However, since most customers just want their situation handled regardless of what the policy is, be careful not to defend the store or its policy. If you use the policy or the store as a scapegoat for not taking care of your customer, they have every right to be angry. Simply state the policy in a polite manner to make them aware of it and then handle the situation accordingly.

Step Seven: Handle Return Accordingly IF THE SITUATION CAN BE RESOLVED WITHIN COMPANY POLICY: Process an exchange; initiate an order to correct any problem with the merchandise; or issue a refund or credit as your policy dictates.

IF THE CUSTOMER REQUESTS SOMETHING BEYOND THE POLICY: Briefly explain how the two conflict (no receipt, item shows obvious signs of extended use or anything else stipulated in your policy ) and the extent of your authority to solve the problem. At this point, refer the situation to a supervisor before the customer demands to see one. Let the customer know what you would like to do and actually ask them for their permission i.e., "I really would like to help you. May I refer this to my supervisor and see how we can best help you?"

This statement lets the customer know that you are willing to go the extra mile for them, but it doesn't imply that the supervisor can or will change the policy. Don't make the mistake of insinuating that the supervisor will change the policy for them. By the same token, it is a mistake to insinuate that the supervisor will not be able to make any special consideration. The statement "...and see how we can best help you," makes no commitment either way, yet implies that you are willing to do your best.

Step Eight: Thank the Customer The final step is to sincerely apologize for any inconvenience the customer may have experienced, and thank them for their cooperation (even if they haven't offered it). Remember that every customer in your store deserves appreciation for dealing with you even if they don't make a purchase. The last taste in their mouth of your store is formed as they are walking out, so what greater words to remember than: THANK YOU!

Follow these eight, simple steps for handling returns and you will quickly disarm those customers ready to do battle and virtually guarantee an easy victory for all!