Q: How does a retailer, operating a very legitimate business, protect his/her company from misguided customers who are very clearly inappropriate in their demands and yet threaten all types of exposure and legal measures to get their way? Seems to me that this is a form of extortion… the customer isn’t always right!

A: I asked several local retailers their take on the subject and received a variety of responses from them. Here’s a sampling:

“It’s important that the store establish clear return policies, that all sales associates are aware of those policies and that all customers are treated equally. Management has to have back bone and not roll over when dealing with particularly difficult customers.”

Another storeowner suggests that you “find out what the customer really wants, which can be different from what they first tell you. There’s usually room to negotiate. When there’s not, you have to assess your risk. If what you’ll lose is greater than what you’ll gain, fold.”

A reaction that got my attention was the store manager who said, “if I’ve done all that is reasonable and acceptable and the customer begins to threaten me, I call over a sales associate to witnesses and document the encounter. I ask the customer to review the report and sign it as a fair and accurate representation of what has been said, which I then turn over to our company attorney. When the customer sees that strong-arm tactics don’t intimidate me, he or she usually backs off. We have a loyal following of customers who do repeat business with us, so what I’m describing is a highly unusual occurrence. But when it does happen, we’re ready.”

Here are a few responses that take us in a totally different direction:

“If sales and service associates and their managers were to handle the situation better at the outset it wouldn’t escalate to the point that the store owner would have to enter the fray.”

And this from a sales person: “We follow the rules that we’ve been given and don’t give in to customers whose requests are totally out of line. What typically happens is that the customer gets angry and wants to talk to the manager. The manager comes over and gives in. That makes us look bad in the eyes of the customer. No wonder they pitch a fit; they know some higher up is going to give in to them.”

The majority indicated that there has to be give and take on the part of both the retailer and the customer so that each can feel whole, or at least not harmed, as a result of a difficult exchange.

As anyone who works with the public knows, there are a wide variety of customers to serve.  Most are pleasant, honest people who treat others with respect and want the same in return. Some are not so pleasant or honest, and that’s how it goes. If retail sales and service is the job you’ve signed on to do, it’s up to you to figure out how to deal appropriately with all your customers, not just the ones you like.

In all likelihood, you’ll receive training on the basics of the product you sell. If you need more help, ask for it. It’s less likely you’ll be taught the rules of good customer and quality service. Your boss will probably assume you have the good manners and good sense to relate to all customers in ways that are responsible and appropriate.

You’re paid to determine your customer’s needs, to match your product to that need, and to follow through with service that encourages the customer to buy again and often, and to bring friends with money.

Your effectiveness and success is based upon more than product and pricing knowledge. It’s determined by your ability to connect emotionally and intelligently with the customer. To do it all, takes attention and desire. In other words, you’ve got to care. If you don’t, the consuming public would rather you do something else with your professional life.

* * * *

Yes! You may use this article by Executive and Career Coach, Joyce Richman, in your blog, article in your blog, newsletter or website as long as you include the following bio box:

Joyce Richman (www.joycerichman.com) has been specializing in executive and career coaching since she started her own practice in 1982. She works in a variety of environments including: higher education, manufacturing, sales, marketing, media, technology, pharmaceuticals, medicine, banking and finance, service, IT, and non-profit sectors. A member of the adjunct faculty at the Center for Creative Leadership, Joyce is certified to administer a number of feedback and psychological instruments. Joyce is a weekly guest on WFMY-TV and the career columnist for The Greensboro News & Record. She is the author of Roads, Routes and Ruts: A Guidebook to Career Success and co-author of Getting Your Kid Out of the House and Into a Job. A popular speaker, Richman conducts seminars and workshops throughout the United States, Canada and Europe. Her coaching profile can be found at TheCoachingAssociation.com.