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Marketing Obj. 2.03  A Powerpoint
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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 company’s 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: Don’t 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

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