The Customer is King? Actually No, Not Always …



I am really big on “customer care” and I have been for a very long time, as regular visitors here will know. Customers are the lifeblood of our business, and without them we have no business.

Sounds simple enough, so it really is quite amazing how many organizations haven’t got it. But, and this is a really big BUT, very occasionally I have met the “customer from hell” – and I would wager good money that you have too.

I need to say right up front that most people who complain have a legitimate reason to do so and we should always actively welcome customer complaints.

However, sometimes it is just not possible to reach agreement with or appease a dissatisfied customer or client. We should always be alert to the following types:

The Manipulator:

Everyone would like something for nothing given the chance, but most of us stop short of deliberate scheming. Those who are clearly out to complain to get freebies – meals, vouchers, tickets – need firm handling otherwise they go away and tell their friends to try the same trick. They could put you out of business.

The Noisy One:

Plenty of volume, fist thumping, table banging, bulging veins but no real cause for complaint. Sounds familiar?

These people just want to be heard. They’ve got a bit of a chip on their shoulder. Take them away from the crowd, sit them down (it’s harder to get angry then), stay in control and if all else fails say, ‘I’m not prepared to listen until you stop shouting.‘ If need be, call for back-up

Techniques For Special Situations:

Chronic Complainers:

Some people (less than 10%) complain out of habit. It’s a behaviour pattern they have learned. You can see them coming, again and again. The rules are simple.

o Be patient; don’t give them real cause to complain about your attitude.

o Ask closed questions, keep dialogue to a minimum.

o Stick to the point.

Some managers call their bluff.

‘Well Mr. Davis. I am really sorry you are yet again unhappy with our service. Perhaps you would like to try … on the High Street.’

This often stops them in their tracks.

In Summary – Drawing The Line:

Every company will draw its own boundaries but some general guidelines used by many businesses include:

o Threats of violence – physical and verbal

o Abuse – swearing, shouting

o When nothing seems to be acceptable

o When reason doesn’t prevail

o When you correct the problem but then there’s something else …!

o When it’s clear your customer is out to abuse the system

Some customers aren’t worth having. They are bad business.

Don’t be frightened about losing them providing you are certain that you have been fair, acted with integrity and endeavoured to obtain a “win-win” conclusion.

Do remember though that most customers only want the “five rights” ….

The right product or service

For the right price

Delivered to the right place

At the right time

In the right way

Simple enough?




Well the very good news is that the March Top Sales World mag is now launched – at last – and if you are not already a subscriber, you can register for free by clicking on the widget.

The quite good news is that you can anticipate a guest article over the w/e, so do pop back.

The bad news is that I have to work all w/e on the upcoming Top Sales Academy, but don’t worry about me, you go off and have a relaxing couple of days – I’ll be fine! Bon w/e a tous.


Leave a Reply

Your email address will not be published. Required fields are marked *