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

  • Disagreeable
  • Domineering/superior
  • Suspicious
  • Slow/Methodical
  • Dishonest

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
  • Irritable/Moody
  • 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