MARKETING 2.03 Resolve conflicts with/for customers to encourage

repeat business

Discussion w/ 4 o'clock partner

Types of difficult customers

• Disagreeable

• Domineering/superior

• Suspicious

• Slow/Methodical

• Dishonest

Define the types of difficult customers

•Disagreeable: customers who are unpleasant and hard to help

•Domineering/superior: overly confident customers who feel they know more and are better than the average person.

•Suspicious: customers who doubt or questions everything and may want facts and proof before being convinced something is true.

•Slow/Methodical: customers who require a lot of time to make a purchase because of indecisiveness

•Dishonest: customers who intentionally attempt to avoid paying part or all of the price for a product.

Categories of Disagreeable Customers

• Argumentative: customers who seem to look for problems

• Impatient: customers who show verbally and nonverbally that they do not want to wait

• Leave-me-alone: customers do not want any assistance or advice

• Irritable/Moody• Insulting: customers that get frustrated

and take it out on the salesperson• Complaining: customers think everything is

wrong

Activity 1• Get with your 9 o’clock appointment and take

a seat some where around the room

• Come up with REALISTIC examples for:– All Disagreeable customer types

AND– All Difficult customer types

• Write the examples in the “example” slots on your paper.

• When you’re finished go back to your seat.

• You have 5 minutes – don’t waste time!!

Domineering/Superior Customer

• Barks orders the entire time

• Thinks they already know everything about the products

• Demands control of the sales process

Situations where customers become difficult

• Customers want something against company policies.• Problems with merchandise

– Broken or damaged– Lack of need-gift– Wrong size– Changed mind

• Problems with company– Account errors-date entry errors– Rude treatment by an employee

• Illegal activity

Reasons for handling difficult customers

• Customers that have had an issue resolved efficiently and professionally are more loyal.

• It is important to get a customer and never loose that customer via superior customer service; thus, building a strong clientele.

• Customers are the bread and butter, even the difficult ones.

• Word of mouth about handling situations well will spread.• It impacts the company’s image.• It can aid in the development of a competitive

advantage.• All of the above contributes to profits.

Activity 2

• Complete “Which Customer? Match up”

• Are you sure those shoes will last longer?– Suspicious

• I’ve been waiting on the phone for 2 minutes!– Impatient

• Isn’t that a rip, can I get a discount?– Dishonest

• I know it’s the 4th time but can you just redo this fingernail, I don’t like that design either– Argumentative

• I’ve had a long day; just tell me where to find the milk…– Irritable

• Well, I think I’m looking for a car with good gas mileage – but maybe a hybrid would just be better to invest in OR maybe that smaller one right there..– Methodical

• No thanks just browsing…– Leave me alone

• This has a button missing, and I can’t find my size or color - Can I get some help or WHAT!– Complaining

• Just hand me the pearl color paint I think it will be better than the one you suggested– Domineering

• I’ve been waiting in this line for dang near 20 minutes!!! Now you tell me that I need ID? Obviously you’re INCOMPOTENT!!– Insulting

QUIZ ON 2.01 – 2.02 TOMORROW!!!

YOU CAN WORK ON YOUR PROJECT

Handling Customer Complaints

• Complaints are a not necessarily a bad thing!

• Complaints give the business an opportunity to learn something that might improve service and stop the problem from reoccurring

• Only 4-8% of customers share their concern ~non-complainers are a problem because the business never has a chance to address the issue.

Guidelines for Handling types of Difficult Customers

• Argumentative

– Speak softly, ask for their opinion, take a break; ask simple, polite questions

• Impatient– Acknowledge them right away and let them

know someone will be with them shortly; agree on common points. Sometimes it may be best to take care of them immediately

Guidelines for Handling Types of Difficult Customers (Cont.)

• Leave-me-alone– Do not pressure or ride this customer,

be patient, stand at a distance, and inform customer that you will be near if they needs help

• Irritable/Moody– Lower your voice, do not argue, show

consideration, be positive, and listen

Guidelines for Handling types of Difficult Customers (cont.)

• Insulting: • Be neutral

• Complaining: • Respect their thoughts

Guidelines for Handling Other Types of Difficult Customers

Domineering/Superior: Let them have their say.

Suspicious: Explain and demonstrate good service.

Slow/Methodical: Be sure not to overwhelm them.

Dishonest: Don’t jump to quick conclusions.

Procedures for Handling Difficult Customers

Listen – completely and openlyTake the customer aside – to ease

tensionRestate – to show you understandGet help – if needed, from a supervisorEstablish a plan – Agree on a plan of

action and follow through

Activity 3• GET WITH YOUR 1:00 O’CLOCK APPT.

• COMPLETE

“RESPONDING TO RUDENESS” WKST ON A PIECE OF PAPER – EACH PERSON SHOULD HAVE THEIR OWN COPY FOR NOTEBOOK CHECK! YOU HAVE 5 MINS!

• WHEN COMPLETE GO BACK TO YOUR SEAT

Define Complaint

• Compliant is an expression of discontent, regret, pain, resentment, or grief; a grievance.

Costs associated with customer complaints

• Additional labor expenses

• Postage fees for return shipping

• Lost sales

• Lost customers

• Damage to business image

• Damage to community relations

Reasons for Customer Complaints•Service Content, Delivery or

Quality•Personnel•Requests•Communication•Response Time•Documentation•Billing•Follow Up

5 Benefits Of Customer Complaints

•Complaints identity faulty products•Complaints challenge the status

quo•Complaints test internal systems

and processes•Complaints are friends•Complaints provide the opportunity

for service recovery

ACTIVITY 4

• Get with your 10 o’clock appointment and discuss “Handling Customer Complaints scenarios”

• When you are complete – work on

“Sign Me” Project