Marketing Obj. 2.03 A Powerpoint
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- 1. 2.03 Resolve conflicts with/for customers to encourage repeat business 2.03A Handle Difficult Customers
2. Types of difficult customers 2.03-A
3. 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.
4. 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
- Insulting:customers that get frustrated and take it out on the salesperson
- Complaining:customers think everything is wrong
5. Domineering/Superior Customer
- Barks orders the entire time
- Thinks they already know everything about the products
- Demands control of the sales process
6. Ways Customers are Dishonest
- Always trying to take advantage of employees
- Do not pay for products
- Purchase goods use them and return them
- Switch or alter prices
- Damage goods and then ask for discounts
7. 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
8. 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 companys image.
- It can aid in the development of a competitive advantage.
- All of the above contributes to profits.
9. 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
10. General guidelines for handling difficult customers
- Argumentative:Ask simple, polite questions
- Impatient:Agree first on common points
- Leave-me-alone: Be patient
- Irritable/Moody:Be positive
- Insulting: Be neutral
- Complaining:Respect their thoughts
11. 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:Dont jump to quick conclusions.
12. Procedures for Handling Difficult Customers
- Listen completely and openly
- Take the customer aside to ease tension
- Restate to show you understand
- Get help if needed, from a supervisor
- Establish a plan Agree on a plan of action and follow through