Difficult Customers: What's a Salesperson to do?

By Harry J. Friedman Founder/CEO, The Friedman Group

As a retail salesperson, you have to deal with difficult customers on a daily basis. Handling even a few difficult customers can seem to ruin your whole day. We've all experienced them and wish we didn't have to. Maybe these customers wouldn't be such a burden if you knew better how to respond to them. I'd like to offer you some possible solutions for dealing with these situations so you are in control. See if any of the following scenarios sound familiar.

Silent Sue: Sue has a quiet personality. You've opened the sale correctly, but couldn't get her to converse. You've probed correctly, but you still get a minimal number of vague answers. You demonstrate what you hope is the item Sue is looking for, from what little information you were able to obtain. She touches it, admires it, looks at it and still says nothing when you feel she should be buying. What's a salesperson to do?

Silent Sue Solution: Sue is a drain on your time and productivity, not to mention very frustrating for you. The solution to handling Sue is to CLOSE THE SALE! You can bet that saying, "Would you like it delivered on Friday or would Saturday be better for you?" will certainly get her to speak up. Trying to close the sale will cause Sue to either buy or not buy. If she still isn't ready to buy, it is time for you to see just how good you can be at asking open-ended questions to force Sue to give you some concrete information. Then, try closing the sale again. If you fail again, it may be time to give Sue some time alone to ponder her decision. Just let her know you're available to answer any questions she might have. If one of your coworkers is available, it may have been a good idea to turn over Sue to one of them long before it came to this point. Some customers will not react to a salesperson simply because they have red hair! If you sense there is something about you that is preventing the customer from buying, don't be stubborn and lose the sale. Turn the sale over to someone who might stand a better chance of closing.

Bartering Bob: Bob wants a deal on everything. He wants to buy the finest merchandise for less than your cost and is relentless in persuading you to yield. He finally agrees with you on a price, but only if you'll give him 50% off of another item he wants to buy. When you stand firm on your offer, he insists you must at least throw in the delivery. No! Okay, how about the warranty? What's a salesperson to do?

Bartering Bob Solution: The most successful way to dissuade Bob from his persistent pursuit of a deal is for you, the salesperson, to go on a mission. Let Bob know you really would love to help him out, but you've gone as low as you have the authority to go. Tell him you're willing to make a call, if he doesn't mind waiting, to see if your boss (even if you are the boss) can approve a larger discount. You are, in effect, saying to Bob, "I'm willing to go the extra mile." Go to the back room of the store and make the call (if there is no one to call, comb your hair). Now, go back to Bob and say "I told my manager you were a good customer, and I'd really like to do better for you, but after looking up the pricing on this particular group I was told it really can't go for less. I tried!" By now, Bob should know his bargaining days are over since you have shown him that you've gone to the bone on the price. Now, CLOSE THE SALE!

Hesitant Henrietta: You've been showing this same set to Henrietta everyday for three straight days. She knows it is what she has always wanted, she loves it, she knows she can afford it and she still isn't sure. She can't tell you why she's unsure. She just isn't sure. Making decisions is very difficult for Henrietta. Buying or not buying a major item is a nearly impossible decision to ask this woman to make. Each time she comes in, you end up spending an hour or more with her. And each time, she leaves empty-handed. What's a salesperson to do?

Hesitant Henrietta Solution: Since Henrietta can't seem to make up her mind by herself, the time has come for you to help her. Confirm Henrietta's choice by commenting on what a wise selection you think she has made. You might even add a story about a third party who bought the same item and came in yesterday to tell you how great it is working out and how happy they were with the choice they made. Build up Henrietta's confidence and CLOSE THE SALE. Writing up a sales slip or delivery order is one of the best ways of closing the sale with Henrietta. If she still hesitates, give her the completed paperwork with the total price and payment options and tell her to take it home. That way, when she comes back in, she only needs to pay for it.

Angry Alvin: Alvin purchased from your store four months ago and is now disrupting the entire store with a raging attack on you, your store, the industry and your mother. Why? Because there is a problem after only four months. You investigate the situation, and discover the problem occurred as a result of Alvin being negligent. The problem would not have developed if Alvin had done as he was instructed to do when he purchased it. Alvin demands his money back now. You explain the company policy, and he becomes even more furious. What's a salesperson to do?

Angry Alvin Solution: The single biggest mistake salespeople can make when handling a complaint is defending the store or policy. All the salesperson is doing is antagonizing the angry customer by arguing with them. Instead, what Alvin wants is an empathetic salesperson willing to understand his concern. Show openness, not defensiveness. Let Alvin empty his cup completely before you say anything. Listen intently so he feels you are hearing what he is saying. Show respect for his complaint by acknowledging that you understand exactly what he said. Repeat it back to him if necessary. Don't take an adverse position. Get on Alvin's side by saying, "I can appreciate the fact that you are unhappy. You are our customer and we don't want you to be unhappy. What is it you would like us to do for you?" Alvin wants a total refund. It is unrealistic for you to consider refunding in this case. Explain the company policy that you have no control over. Say you'd like to help him. Offer to have a manufacturer's representative contact him directly to explain the exact procedures for proper care and a possible remedy to his problem. If he cannot be reasoned with, turn the problem over to a manager or supervisor. Get his phone number and tell him you will have someone with more authority call him as soon as possible. To prevent this situation from happening again, posting the store policies may be a good idea. You may want to review your policies also to make sure they don't show contempt for the customer.

Displeased David: You are about to close the sale with a customer. Enter David, who just purchased a similar item three months ago and says that it's not really working out. The time limit that policy permits for returns or exchanges has expired. David assumes you will not be willing to satisfy him, so he is defensive and irritated to begin with. It appears that David has a legitimate reason for complaining. You're concerned that the customer you were working with when David appeared will not buy because of this dissatisfied customer. What's a salesperson to do?

Displeased David Solution: Introduce David to the customer you are waiting on. Then, handle David's problem in front of the customer. You not only have the opportunity to solve David's problem, but also to sell the other customer on the company and you. When we watch and listen to someone, we are sensitive to the content as well as the way the speaker looks and acts. We respond to the manner and delivery. Instead of seeming argumentative or pushy, the salesperson is perceived as genuinely concerned with solving the problem, and therefore, gains the customer's trust. Apologize for the disappointment and inconvenience the problem has caused for David. Explain to him that it is possible there were errors made in the manufacturing or production process and it really is beyond your reach in preventing. Let him know that you want to do everything to satisfy him as quickly as possible and at absolutely no charge. Do everything you can, short of refunding his money, to make him happy. Now you have two customers for life!

So, what do you think? Have you met these customers before? Three of them were in your store last week, you say? Are you ready now for the three that will be in next week? There's no need to hide in the back room when you see one anymore. Shoulders back, take a deep breath, and turn those difficult customers into happy customers.