3. 3 Main Types of Difficult Customers
1. Disagreeable
– Unpleasant and hard to help
2. Domineering/ Superior:
– Feel they know more and are better than the
average person
– Overly confident
3. Dishonest:
– Intentionally attempt to avoid paying part or all of
the price for a good or service
4. Categories of Disagreeable Customers
• Argumentative:
– Seem to look for problems and disagree
• Impatient:
– Show verbally and nonverbally that they do not want
to wait
• Leave-me-alone:
– Don’t want any assistance or advice
5. Categories of Disagreeable Customers
• Irritable/Moody:
– Display any attitude that is difficult to deal with
• Insulting:
– Make unpleasant remarks or use foul language
• Complaining
– Think everything is wrong
6. Categories of Disagreeable Customers
• Slow/Methodical:
– Hesitant to make buying decisions
– Require a lot of time to decide
7. Categories of
Domineering/Superior Customers
• Suspicious:
– Want facts and proof before making the final buying
decision
– Question everything you tell them
– Has had previous bad experiences with other businesses
8. Ways Customers are Dishonest
• Always trying to take advantage of employees
• Do not pay for products
– Theft, pilferage or shoplifting
• Purchase goods–use them–and return them
• Switch or alter prices in store
• Damage goods in store and then ask for discounts
9. Situations when
Customers become Difficult
• Problems with merchandise
– Broken or damaged items
• Changed mind
• Problems with company
• Rude treatment by an employee
10. Why Attempt to Handle Difficult
Customers?
• “The Customer is ALWAYS right”
• Strong Customer Service (aka successful handling of
difficult customers) =
– Loyal customers who will spend money again
– Advantage over the competitors (steal away their customer)
– Word of Mouth
No Out of
No Sales No Profit
Customers Business
11. General Guidelines for Handling
Difficult Customers
• Be a good listener
• Think before you respond
– Be detached and professional
– Do not offer excuses
• Involve senior management if needed
• Be aware of the rules
– Know your company’s customer-facing processes inside-out
• Empathize
– Show the customer you understand their situation
• Resolve the issue
– Actively initiate a process to tackle the customer’s complaint
– Tell the customer the steps you propose to take
13. Complaint
A customer’s dissatisfaction expressed orally, silently
or in writing
– Some customers actually express the true reasons
– Others do not tell the real reasons
• These customers normally conceal the real complaint
• Example:
– Customer returns a pair of shoes due to the “color of the shoe” but
the real reason was the high price
– Salesperson must skillfully question and inspect the product to
discover the real complaint
14. 3 Main Reasons for Customer
Complaints
Some complaints are justified, while others aren’t
1. Products
– Poor quality
– Improper buying decisions (lack of assistance from salesperson)
2. Personnel
– Pushy and rude salespeople
– Gives incorrect information
3. Business
– Type of business offered or lacking
• Example: Refusing to accept a credit card
– Don’t follow policy
• Examples: Don’t take back a return
15. Costs of Customer Complaints
• Loss of sales
– Present and Future
– One dissatisfied customer may tell 10 other potential customers
• Damaged Brand Image
• Additional Recordkeeping and Paperwork
– Equals TIME
• Markdowns on Returned Goods
– ½ of returned goods are resold but at a reduced prices
16. Benefits of Customer Complaints
1. Goodwill
– Properly settling complaints will promote goodwill (positive
feeling towards the business)
2. Increased sales
– Repeat customers and may tell others
3. Buying information
– Use previous complaint information to prevent future complaints
17. IMPORTANCE OF APPROPRIATELY
HANDLING CUSTOMER COMPLAINTS
• Should:
– Be immediate
– Be effective
– Offer customer satisfaction
– Follow company policy
– Follow company procedure
18. Handling Customer Complaints:
POLICY
• Develop Company Policy
– General rules followed by personnel
– Avoids misunderstandings
– Fair & consistent treatment of customers
– Flexible for interpretation by management
– Based mainly on customer satisfaction
19. Handling Customer Complaints:
PROCEDURES
• Develop Company Procedures
– Step by step processes for performing specific tasks
when handling a customer complaint
1. Listen for the reason of the complaint
2. Thank the customer for bringing the problem to your
attention
3. Restate the Complaint to make sure you are on the same
page
4. Investigate the problem
5. Explain company policy to the customer
6. Take action to solve the complaint
20. WHEN HANDLING COMPLAINTS A
SALESPERSON MUST REMEMBER:
• Take action based the solutions that are possible within the
business's policies
• Prevent customer complaints by accurately determining each
customer's needs
– Suggesting appropriate products to meet those needs
• General Steps to successfully handling a customer complaint
1. Salesperson must fully understand a customer's complaint
2. Decide if the complaint is justified
3. Investigate the problem to determine how the situation can be handled within
company policy
