Copyright 2002 by Dave Kahle

It is easy to work with people you like, and it is even easier to work with people who like you. But that's not always case. Sooner or later, you'll have to deal with a difficult customer.

Difficult customers come in a wide variety. There are those whose personality rubs you wrong way. They may not be difficult for someone else, but they are for you. And then there are those who are difficult for everyone: Picky people, know-it-alls, egocentrics, fault-finders, constant complainers, etc. Every salesperson can list a number of types.

But perhaps most difficult for everyone is angry customer. This is someone who feels that he or she has been wronged, and is upset and emotional about it. These customers complain, and they are angry about something you or your company did.

There are some sound business reasons to become adept in handling an angry customer. Research indicates that customers who complain are likely to continue doing business with your company if they feel that they were treated properly. It's estimated that as many as 90% of customers who perceive themselves as having been wronged never complain, they just take their business elsewhere. So, angry, complaining customers care enough to talk to you, and have not yet decided to take their business to competition. They are customers worth saving.

Not only are there benefits to your company, but you personally gain as well. Become adept at handling angry customers, and you’ll feel much more confident in your own abilities. If you can handle this, you can handle anything. While any one can work with easy people, it takes a real professional to be successful with difficult customers. Your confidence will grow, your poise will increase, and your self-esteem will intensify.

On other hand, if you mishandle it, and you'll watch situation dissolve into lost business and upset people. You may find yourself upset for days.

So, how do you handle an angry, complaining customer? Let's begin with a couple tools you can use in these situations.

1. RESPECT. It can be difficult to respect a person who may be yelling, swearing or behaving like a two-year-old. I'm not suggesting you respect behavior, only that you respect person. Keep in mind that 99 times out of 100 you are not object of customer's anger. You are like a small tree in path of a swirling tornado. But unlike small tree, you have power to withstand wind.

What is source of your power? Unlike customer, you are not angry, you are in control, and your only problem at moment is helping him with his problem. If you step out of this positioning, and start reacting to customer in an emotional way, you'll lose control, you’ll lose your power, and situation will be likely to escalate into a lose-lose for everyone. So, begin with a mindset that says, "No matter what, I will respect customer."

2. EMPATHY. Put yourself in customer's shoes, and try to see situation from his/her perspective. Don't try and cut him off, don't urge him to calm down. Instead, listen carefully. If someone is angry or upset, it is because that person feels injured in some way. Your job is to let customer vent and to listen attentively in order to understand source of that frustration. When you do that, you send a powerful unspoken message that you care about him and his situation.

Often, as customer comes to realize that you really do care and that you are going to attempt to help him resolve problem, customer will calm down on his own, and begin to interact with you in a positive way.

Here's how you can use these two tools in an easily-remembered process for dealing with angry customers.

CRACK THE EGG

Image that you have a hard-boiled egg. The rich yellow yolk at center of egg represents solution to customer's problem, hardened white which surrounds yolk represents details of customer's situation, and hard shell represents his/her anger.

In order to get to yolk, and resolve situation, you must first crack shell. In other words, you have got to penetrate customer’s anger. Then you've got to cut through congealed egg white. That means that you understand details of customer’s situation. Finally, you're at heart of situation, where you can offer a solution to customer's problem.

So, handling an angry customer is like cutting through a hard-boiled egg. Here's a four-step process to help you do so.

1. LISTEN. Let's say you stop to see one of your regular customers. He doesn't even give you time to finish your greeting before he launches into a tirade.

At this point, about all you can do is LISTEN. And that's what you do. You don't try and cut him off, you don't urge him to calm down. Not just yet. Instead, you listen carefully. And as you listen, you begin to piece together his story. He ordered a piece of equipment three weeks ago. You quoted him X price and delivery by last Friday for a project that's starting this week. Not only is equipment not there, but he received an invoice for it at a different price than was quoted.

"What kind of shoddy operation is this?" he wants to know. Do you understand how important his project is? Do you know how much time and money is at stake? If he doesn't get his equipment and something happens to this project, you're going to pay for it. He knew, he just knew he should have ordered equipment from your competitor. What are you going do about it?

[Jan] Terry, I know that you have some very strong views on need for salespeople to modify their sales techniques to cope with a changing market. How would you summarise this?

[Terry] OK Jan, first let me ask you one quick question and then I'll give you an answer. Can you think of anything at all that hasn't changed a lot in last 10 years or so?

[J] No, I can't.

[T] Right! My first point is that selling has changed a lot as well. And yet, many sellers seem to refuse to accept this. They plod on with selling techniques that they were taught 5, 10 or even 20 years ago. They are so "off-beam" with what they are doing, that it's no wonder that their results have continued to decline. Of course, many will justify this decline by reasoning that there's more competition, economy is in poor shape etc

Smokescreen excuses for sure - problem lies very squarely with seller and his way of selling ie his methodology. He must change to adapt to changes in market and changes in buyers. He must realise that, for many direct sales businesses, market has changed dramatically in last few years, let alone last 10 or 20! Mr Prospect is now very well informed. He has "Watchdog" and "Salesmen from Hell" type programmes on TV. He has consumer reports from magazines such as "Which?" and he has built up an armoury of information provided by trade journals, internet and his friends and neighbours.

[J] Are you implying that it's changed for worse?

[T] No, but I'm saying that Mr Prospect is a changed man. He will eat salespeople alive given half a chance. Long gone are days of tough sellers taking candy from a baby. Today's buyers have teeth!

And it's these teeth which have scared many a salesperson and nudged them into giving up and returning to a regular 9 to 5 without stress they were getting in sales arena. In fact, around 60% of those who take on a direct sales position will quit within 6 months!

[J] So, is direct selling today still a worthwhile career?

[T] That's a 100% YES. For sure it's a tough job and is not for those who freak out when they hear word "No". But, it's a wonderful career with very high rewards for those who get their act together.

[J] You've said that buyers today are now much tougher and much more informed - so what is it that stops seller being better informed and tougher?

[T] Nothing at all! But problem is that many still expect to carry on with knowledge bank of 10 years ago, with old hat techniques and a tendency to work with crossed fingers!

[J] What is it that gives salespeople most problems?

[T] The part of sales process that creates most problems is "close" - bit where seller says "OK, let's get this going Mr Buyer" and Mr Buyer tries to wriggle away from making a decision! It's eyeball to eyeball psychological warfare. The seller must get order to earn his commission. The buyer wants to be 200% sure he's doing right thing.....

[J] But, surely closing has always been a problem area for most sellers?

[T] That's true, but what I'm saying is that 10 years ago you might have gotten away with sloppy technique, but today you just cannot. In fact, most folk who've left direct sales arena, would invariably tell you that actual job was fine, product was great, company was marvellous but they just couldn't get on with THE CLOSE! That horrible little monster that consumes salespeople!

[J] Do salespeople actually admit this to you?

[T] Too right! If I've heard this tale once, I've heard it a thousand times!

[J] Are you laying blame at foot of seller?