Page 0036

Page 36 JANUARY 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

PERFORMING TO

KEEP CUSTOMERS

Types of Customers

& Their Signals

Employees should know how to listen and

view customers. Just as psychologists and behaviorists

are trained to read expressions and

gestures, so too can the point of encounter employee.

Customers continually send signals,

some friendly and some hostile! These signals

provide rules as to when or how to respond,

and call for appropriate actions.

Defiant Dan

Born to be obnoxious, Defiant Dans just don't

want an answer or deal. They want it their way

or else. Look for the immediate challenge, a call

to the consumer protection organization, Better

Business Bureau, to be signals sent by Defiant

Dans. They don't care about your refund or rebate

policy. "Here is what I want" is their favorite

phrase.

Defusing a Defiant Dan requires timing, listening,

looking for the window of agreement, and

moving to respond. Try to find a point where

you can say: "Dan, I agree with you that the

policy is not right in this instance, and I am

going to work with you to go around it." Defiant

Dans love to enlist help. So, be their help if

you want to keep them as a customer or close a

sale. If necessary, invent a rule you know you

can break and then do just that. Break the rule

for only them!

Many times, Defiant Dans want the next level

up. They view that first point of encounter is

the manager or vice president - the main

course. Very rarely do Defiant Dans want to go

for the icing on the cake, the president, because

Dan knows this is where the intimidation may

not work. So, save Dan the dessert decision and

give him something to help him believe he set

you, your company, and the whole world right.

Amazingly, Defiant Dans who believe you

helped them right a wrong become loyal customers

and, yes, broadcasting friends.

Threatening Thelma

As a child, it seems, Threatening Thelma's first

complete sentence was, "You'll be hearing from

my lawyer." The second sentence is, "Let me

see your supervisor or a vice president."

continued...

FORUM WORKSHOP

and Keeping

Your Shoppers

In Any Economy

GettingGetting & Keeping

Your Shoppers

in ANY Economy

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