Satisfying a Difficult Customer
28 August 2013
Read by 1811 persons
In the category of "difficult customers", clients have a special status: they know we need them and they use it to their advantage. A survival guide and instructions through three typical situations.
1. IF IT'S A BARGAINER
Some insatiable customers have the unfortunate habit of arguing about everything. Price, after-sales service, warranty extension, trade-in conditions, they always want more. Otherwise, they have the unpleasant impression of not getting a good deal or, worse, of being ripped off.
- Decoding:
The bargainer's tactic is always the same, pretending that they are only missing one euro to make the seller's decision and...take the desired item. A trick that no one is fooled by, but some sellers are willing to haggle over a euro to remain consistent with the price displayed on the labels.
>Instructions
Stay firm in the face of the inveterate bargainer. Granting a discount is tantamount to admitting that the initial price was not correct. It doesn't look very serious, and how can you determine the true value of the item afterwards? Paradoxically, the discount can ultimately have a boomerang effect. A firm, even inflexible, attitude will reassure customers. This is the best way to make them understand, precisely, that there is no trickery.
2. IF IT'S AN AGGRESSIVE CUSTOMER
He yells, storms, threatens, shouts, demands to speak to management? Don't play his game by getting angry! This is, on the contrary, the time to take a step back and remain calm to defuse the conflict.
- Decoding:
The first question to ask yourself: are you not partly responsible for this outburst of anger? For example, some salespeople can trigger aggressiveness when they engage in relentless pressure to close a sale. Another possibility: you are dealing with someone who only knows how or can express themselves through aggression. It's up to you to go further and understand their needs behind this aggression. Finally - the most common case - your customer's dissatisfaction is legitimate. Then follow the good practices used by the SNCF (see box) or airlines.
>Instructions
Is your customer legitimately dissatisfied? First, listen to him and start by agreeing with him to reduce the tension. In case of delay, SNCF controllers are instructed to be present. And when they show themselves sufficiently concerned by the emotions of the users, they end up gaining their sympathy even though they initially appeared as responsible for the problems. How to proceed? By avoiding technical terms, jargon, acronyms or abbreviations that dehumanize the relationship. In other words, by speaking concretely, naturally and truthfully.
3. IF IT'S A SHY CUSTOMER
Does your customer belong to those who remain silent? Be careful! These are not the most harmless.
- Decoding: Some prospects cannot stand closeness, and may shut down in the face of an over-enthusiastic salesperson. In this case, they will speak up if you become more distant.
>Instructions
When a customer says nothing, the salesperson must be patient. They can begin a long demonstration to encourage them and spark their curiosity. They can also ask themselves what, in their attitude, may have caused such a reaction.
COMMERCIAL SEMANTICS ACCORDING TO AIR FRANCE AND SNCF
Forbidden expressions:
- Problem
- Your bag is too heavy
- Issue a fine
- I don't know
Recommended expressions:
- Issue
- You have exceeded the authorized weight
- Correct a situation
- I will inquire for you
Etienne Gless, Sebastien Pierrot and Coralie Donas.
Lentreprise.lexpress.fr
1. IF IT'S A BARGAINER
Some insatiable customers have the unfortunate habit of arguing about everything. Price, after-sales service, warranty extension, trade-in conditions, they always want more. Otherwise, they have the unpleasant impression of not getting a good deal or, worse, of being ripped off.
- Decoding:
The bargainer's tactic is always the same, pretending that they are only missing one euro to make the seller's decision and...take the desired item. A trick that no one is fooled by, but some sellers are willing to haggle over a euro to remain consistent with the price displayed on the labels.
>Instructions
Stay firm in the face of the inveterate bargainer. Granting a discount is tantamount to admitting that the initial price was not correct. It doesn't look very serious, and how can you determine the true value of the item afterwards? Paradoxically, the discount can ultimately have a boomerang effect. A firm, even inflexible, attitude will reassure customers. This is the best way to make them understand, precisely, that there is no trickery.
2. IF IT'S AN AGGRESSIVE CUSTOMER
He yells, storms, threatens, shouts, demands to speak to management? Don't play his game by getting angry! This is, on the contrary, the time to take a step back and remain calm to defuse the conflict.
- Decoding:
The first question to ask yourself: are you not partly responsible for this outburst of anger? For example, some salespeople can trigger aggressiveness when they engage in relentless pressure to close a sale. Another possibility: you are dealing with someone who only knows how or can express themselves through aggression. It's up to you to go further and understand their needs behind this aggression. Finally - the most common case - your customer's dissatisfaction is legitimate. Then follow the good practices used by the SNCF (see box) or airlines.
>Instructions
Is your customer legitimately dissatisfied? First, listen to him and start by agreeing with him to reduce the tension. In case of delay, SNCF controllers are instructed to be present. And when they show themselves sufficiently concerned by the emotions of the users, they end up gaining their sympathy even though they initially appeared as responsible for the problems. How to proceed? By avoiding technical terms, jargon, acronyms or abbreviations that dehumanize the relationship. In other words, by speaking concretely, naturally and truthfully.
3. IF IT'S A SHY CUSTOMER
Does your customer belong to those who remain silent? Be careful! These are not the most harmless.
- Decoding: Some prospects cannot stand closeness, and may shut down in the face of an over-enthusiastic salesperson. In this case, they will speak up if you become more distant.
>Instructions
When a customer says nothing, the salesperson must be patient. They can begin a long demonstration to encourage them and spark their curiosity. They can also ask themselves what, in their attitude, may have caused such a reaction.
COMMERCIAL SEMANTICS ACCORDING TO AIR FRANCE AND SNCF
Forbidden expressions:
- Problem
- Your bag is too heavy
- Issue a fine
- I don't know
Recommended expressions:
- Issue
- You have exceeded the authorized weight
- Correct a situation
- I will inquire for you
Etienne Gless, Sebastien Pierrot and Coralie Donas.
Lentreprise.lexpress.fr
