MARKETING 2.03 Resolve conflicts with/for customers to encourage repeat business

Discussion w/ 4 o'clock partner Give examples of times you have encountered difficult customers at your job. What happened? What was the outcome? OR Give examples of when YOU have been the difficult customer. What happened? What was the outcome?

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 4 th 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 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

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