Occupational Standard: Crops Production & marketing management Level IV

Learning Guide #4
UNIT OF COMPETENCE: BUILD RELATIONSHIPS WITH CUSTOMERS

MODULE TITLE: BUILDING RELATIONSHIPS WITH CUSTOMERS

TTLM: AGR CPM4 14 0715

LO1: ESTABLISHING RAPPORT WITH CUSTOMERS.

LO2: APPLYING EXPERT KNOWLEDGE
LO3: PROVIDING POST SALES SUPPORT
LO4: PLANNING SALES PRESENTATIONS
LO5: IMPLEMENTING SALES PRESENTATION
LO6: MAINTAINING AND UTILIZING A CUSTOMER DATA BASE

LO7: DEALING WITH DIFFICULT CUSTOMER

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 LEARNING OUTCOME ONE

1. Establishing rapport with customers

1.1 What is rapport?

Rapport is one of the most important features or characteristics of unconscious human

interaction. It can be described as a state of mutual trust and responsiveness between
individuals or groups of people. Rapport is “a relationship marked by mutual understanding and
trust.

Rapport is all about highlighting common interests and establishing a mutual feeling of
friendliness.

Building rapport is a critical component of successful client-trainer relationships, as this process

promotes open communication, develops trust, and fosters the client’s desire to participate in an
exercise program”

In every industry, it's important to know how to establish rapport with customers.

 Remember Their Names.

 Know More About Them.
 Make Them Feel Special.

Three Basic Ways to Build Rapport with Customers

Most salespeople are naturally enthusiastic, positive, and outgoing people, but that doesn't
necessarily mean everyone will like you off the bat. Here are three ways you can increase your
rapport rating with prospects and customers:

1. Match your customer's style. Pay attention to how your customer prefers to communicate
and get in step. Does your customer prefer to get right down to business, or warm up by
engaging in small talk? What kinds of things does he or she find funny, interesting, or intriguing?

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2. Trust builds rapport. Your customers will learn to trust you if you do what you say. Keep
your commitments, call when you say you will, and always follow through. Be careful not to
make promises you might not be able to keep.
Another way to build trust is to demonstrate that you're interested in their well-being -- beyond
your own profit potential. Know and appreciate your customers' needs beyond your product. See
what you can do to help them meet those needs..
3. Practice reciprocity. When you treat people in a certain way, they tend to want to treat you in
the same way. Find ways to treat your customers as valued members of your professional and
even social circle. In life and in business, the little things make a big difference.

How do you build rapport?

How do you build this crucial thing called rapport? For some fitness professionals, the ability to
build rapport is innate. They are very welcoming and warm. They are genuinely interested in
getting to know their clients and want to help. For others, this ability is learned. There are
plenty of great trainers who began their careers with a great understanding of exercise science
and the details of exercise programming, but lacked the ability to build rapport. This skill can be
developed through open communication and initial positive experiences with exercise, and then
enhanced through behavioral strategies that help build long-term adherence.
The rapport building stage includes making professional impressions on the client, developing
trust, demonstrating warmth and genuineness, and exhibiting empathy .It may also be
beneficial for fitness professionals new to the industry to observe other client-trainer interactions
to see why rapport is so crucial to the working relationship.

How do you maintain rapport?

Once you have established rapport with your client, how do you maintain it? As long as the
client finds the fitness professional to be trustworthy, genuinely concerned about his or her
needs, desires and goals, and is able to continue having open and honest communication, rapport
may be maintained. Importantly, maintaining rapport is a process that has no culmination or end.
As long as a relationship exists, rapport is continuously being either enhanced or eroded. The
same skills that developed rapport initially are used to maintain it throughout a relationship.

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1.2 Maintaining Professional ethics with the customer to promote store image and
credibility

Professional ethics encompass the personal, organizational, and corporate standards of behavior

expected by professionals.

Business ethics (also known as corporate ethics) is a form of applied ethics or professional

ethics that examines ethical principles and moral or ethical problems that arise in a business
environment. It applies to all aspects of business conduct and is relevant to the conduct of
individuals and entire organizations. These ethics originate from individuals, organizational
statements or from the legal system.

Business ethics refers to contemporary organizational standards, principles, sets of values and
norms that govern the actions and behavior of an individual in the business organization.
Business ethics has normative and descriptive dimensions

Ethics are the rules or standards that govern our decisions on a daily basis. Many equate “ethics”
with conscience or a simplistic sense of “right” and “wrong.” Others would say that ethics is an
internal code that governs an individual’s conduct, ingrained into each person by family, faith,
tradition, community, laws, and personal mores. 

Business Ethics Benefits

The importance of business ethics reaches far beyond employee loyalty and morale or the
strength of a management team bond. As with all business initiatives, the ethical operation of a
company is directly related to profitability in both the short and long term. Companies have
more and more of an incentive to be ethical as the area of socially responsible and ethical
investing keeps growing. The increasing number of investors seeking out ethical operating
companies to invest in is driving more firms to take this issue more seriously.

1.3. Establishing customer preferences, needs and expectations

Customer needs and preferences or requirements include:

 product type

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  brand
 size
 product characteristics
 customer physical needs
 price
1.4 Identifying customer needs

Before you start promoting your business you need to know what your customers want and why.
Good customer research helps you work out how to convince your customers that they need your
products and services.

1.4.1 Identify your customers

The first step of customer research is identifying your customers. Your market research should
help you understand your potential customers. Further customer research can help you develop a
more detailed picture of them and understand how to target them. It will also highlight key
characteristics your customers share, such as:

 gender

 age

 occupation

 disposable income

 residential location

 Recreational activities.

1.4.2 Understanding Your Customer Preferences

Understanding customer preferences is very important whether you are selling a product or
offering a service. This is because customers are the determiners of how successful a company
becomes. After all where will profits come from if not your customers? Customer care is all
about sticking to the promises you make to customers. However you can only satisfy your
customer’s needs if you get to understand them to an extent that you can anticipate their needs

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and deliver beyond their expectations. There is no better way of understanding customer
preferences than listening to and addressing their complaints.

The importance of understanding customer preferences

 Assist in developing relevant marketing strategies

 Helps in successful brand development

 Promotes customer loyalty

1.5. Maximizing Sales opportunities

The goal of every company is to make the most of their sales opportunities by developing solid
strategies that will produce results efficiently every time. A good plan needs to be in place in
order to succeed. Success relies on the whole sales team, not just any particular individual. There
are three strategies you can follow to get the most out of each and every sales opportunity.

Sales techniques include:

1. Selling up or down
Up-selling is a marketing technique where you try to convince a customer to purchase a more
expensive product. A down-sell involves a reversal of the up-sell. If a customer does not want
the product you want to sell, you suggest a cheaper alternative. Cross-Selling: Related to up-
selling and down-selling is "cross-selling." Using the cross-selling technique, you offer related
products and services to the initial purchase. Warranties are a common cross-selling technique
2. Suggestive selling
Suggestive selling is a sales technique where the employee asks the customer if they would like
to include an additional purchase or recommends a product which might suit the client.
Suggestive selling is used to increase the purchase amount of the client and revenues of the
business.
3. Methods of closing sales

One of the most important stages of selling is closing the deal, which are the actions taken by the
sales person to gain agreement to the sale. There are many closing techniques in sales, which are

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prescribed actions that sales people take to persuade the customer to make the necessary
commitment. 

Closing is a sales term which refers to the process of making a sale. The sales sense springs
from real estate, where closing is the final step of a transaction. In sales, it is used more
generally to mean achievement of the desired outcome, which may be an exchange
of money or acquiring a signature. Salespeople are often taught to think of targets not as
strangers, but rather as prospective customers who already want or need what is being sold.
Such prospects need only be "closed."

Some of methods of closing sales are:

 Direct close: in which the salesperson simply directly asks the prospect to buy. Salespeople
are discouraged from using this technique unless they are very sure the prospect is ready to
commit.
 Indirect close: also known as the question close, in which the salesperson moves to the close
with an indirect or soft question. "How do you feel about these terms" or "how does this
agreement look to you?
 Alternative choice close: also called the positive choice close, in which the salesperson
presents the prospect with two choices, both of which end in a sale. "Would you prefer that in
red or blue?

Self check questions

Name: _________________________ Date: _______________

Directions: Answer all the questions listed below. Illustrations may be necessary to aid some
explanations/answers.
1. Define to rapport?
2. Discuss importance of understanding customer preferences?
3. Discuss Sales techniques?
4. How to Maintain Professional ethics with the customer?
5. Discuss the ways of Maximizing Sales opportunities?

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 LEARNING OUTCOME TWO

2. APPLY EXPERT KNOWLEDGE

2.1Demonstrating accurately Product or services features and benefits of products or

services

The distinction between the terms benefits and features is an important concept in developing

and marketing a product or service. Features are characteristics that your product or service does
or has. A feature is something that your product has or is. Benefits are the reasons customers
buy the product or service. Benefits are the outcomes or results that users will (hopefully)
experience by using your product or service – the very reason why a prospective customer
becomes an actual customer.

When Do Features Matter the Most?

Features always matter because they provide your customers with hints about how well your product or
service will deliver its benefits. Although benefits are generally more important than features, there are
some times when features make all the difference:

When all the products in a category provide the same basic benefits, a unique feature may provide a
competitive advantage.

2.3 Calculating Prices according to pricing determinants and store policy.

The goal of business is to make a profit. Many small businesses fail at this because they don’t
know how to price their products or services, but pricing is the critical element to achieving a
profit, a factor that all firms can control.

 Price is the assignment of value or the amount the consumer must exchange to receive the
offering. Pricing strategy is one of the most difficult areas of marketing decision making. It deals
with the methods of setting profitable and justifiable prices.

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Pricing Objectives of Profit-Seeking Organizations:

 Companies set prices for a variety of reasons. Price affects and is affected by the other three
elements of the marketing mix:

 product,
 promotion, and
 Place (distribution).

While pricing can vary from firm to firm, pricing objectives can be classified into six major
groups:

1. Profitability Objectives 

2. Sales Volume Objectives

3. Competition Objectives

4. Prestige Objectives

5. Customer Satisfaction Objectives

6. Flexibility of Price Objectives

Nine Factors to Consider when Determining Your Pricing. 

1. Your Costs. 
2. Your Profit
3. Market Demand
4. Industry Standards
5.  Skill level
6. Experience
7.  Your Business Strategy
8.  Your Service
9.  Who are Your Clients
The Determinants of Product Prices are:

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1. Quantity Demanded  2. Quantity Supplied  3. Costs of Production [inputs] 

The Determinants of Demand are: 

1. Number of Consumers 2. Consumer Tastes & Preferences 

3. Prices and Availability of Substitutes  4. Prices and Availability of Related Goods

5. Consumer/Buyer Income 6. Consumer Expectations 

Determinants of Supply: 

1. Number of Producers 

2. Resource Prices 

3. Technological Changes 

4. Prices of Other Products of the Firm 

5. Producer Expectations.

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 LEARNING OUTCOME THREE

3. PLANNING SALES PRESENTATIONS

3.1 Definition - What does After-Sales Support mean?

After-sales support is a service that is provided after merchandise or services have been sold.
Most after-sales support involves a guarantee, warranty, upgrade or repair service. Some of the
after sales customer supports include an ongoing relationship with the original equipment
manufacturer (OEM) throughout the life cycle of the product or service, while other warranties
are under time constraints. 

After-sales support encompasses a wide array of services that cater to consumers. It is designed
to assist a customer in using a product correctly, which could generate repeat customers, develop
brand loyalty among customers and ensure customer satisfaction.

3.2 Types of service to offer after sales

1. CARDS

A piece of physical correspondence is always a strong marketing tool. Carefully craft the card’s
message, pick a meaningful post-sale arrival day and always reinforce that you’re available. This
process can even be automated with services like Zen Direct or Send out Cards. 

2. QUALITY AND UNIQUE PACKAGING

Today’s retailers are capitalizing on the modern customer’s recycling habits, shifting their
shopping bags to reusable ones that customers use for a variety of reasons. This is very
intentional. Investing in quality, good-looking, distinct packaging is a great way to provide after
sales service. It benefits both the customer and your brand.

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3. COUPONS 

Depending on your product or service offering, extending a coupon to a recently converted

customer as a token of gratitude could do just that. If a secondary purchase doesn’t make sense
for your customers, consider prodding customers toward buying your product or service as a gift
with the coupon you’re presenting. Or consider providing a coupon that encourages the recipient
to give it to a friend, family member or next-door neighbor.

4. PERSONAL PHONE CALL

If applicable, call your customers within thirty days of a sale. Don't call to up sell or ask for
referrals, but instead simply to ask how your product or service is working for them and if there’s
anything they need. This simple human touch can solidify a customer’s loyalty.

5. TUTORIALS

Maybe your product is nuanced and difficult to use. Maybe it has some often underused features.
Consider creating or hosting a tutorial, something that adds tangible value to the product. A
tutorial not only puts your brand back on the radar screen of your customers but also provides
unique, interactive after-sales service and maintains engagement.

6. PERIODIC SURVEYS

Customers of certain business types may really appreciate being included in the feedback loop
via periodic surveys

7. BIRTHDAY EMAIL OR GIFT

Birthday recognition through a timely email or a thoughtful gift can be very powerful. Simply
wish them a happy birthday.

8. HOLIDAY ANNOUNCEMENTS

Holidays are great excuses for re-engaging past customers with your brand. Even if your
message simply announces a closure during a holiday season, wishing the customer an enjoyable

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holiday, it’s a reminder that your brand exists. Holidays are also a common time to run
promotions and sales.

3.3 Entering accurately Customer and transaction to customer database

Customer personal details:

 customers name and contact details

 transactions records
 personal preferences
 anniversaries/special dates
 details of items bought or returned

What is a Customer Database?

 Customer database is the collection of information that is gathered from each person. The
database may include contact information, like the person's name, address, phone number, and e-
mail address. The database may also include past purchases and future needs.

Benefits of a Customer Database

Having a customer data base benefits a company in many ways. Having a database can help a
business keep in contact with customers. This helps build loyalty and repeat business.
Consistent, repeat customers can be identified and contacted with special offers that are targeted
to active clients. Conversely, the database can also help identify customers who have not
purchased from the company for an extended period of time or who only purchased once.

Self check questions

Name: _________________________ Date: _______________

Directions: Answer all the questions listed below. Illustrations may be necessary to aid some
explanations/answers.

1. Define post sales support?

2. Discuss different types of service offer after sale?

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 3. Discuss Customer and transaction to customer database
4. Discuss benefits of customer database?

LEARNING OUTCOME FOUR

4. PLANNING SALES PRESENTATIONS

4.1 What is a sales presentation?

Sales presentation is an advertisement delivered in person to the customer. The sole purpose of
it is to make the customer buy your product.

The sales presentation is one of the most important tools available. When done well, a sales
presentation can help build a connection with potential customers and distinguish your business
from competitors. It can set the tone for all the conversations that will happen as the sales
process progresses. A good sales presentation is therefore the one which entices the potential
customer to make the buying decision.

A sales presentation is "what you say to the customer when you have the floor."
The basic structure of sales presentation should be as follows:

 Introduction. Preview what you're going to communicate.

 Body. The content you want to communicate, with supporting evidence.
 Conclusion. Summarizes what you just communicated.
 Close. Asks for the next steps.
This basic structure is universal because it matches the way that adults learn and make decisions.

The three essential questions sales presentation should answer. These are
In your presentation, answer the three questions that are uppermost in the customer's mind:

 Why should we work with you?

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  Why should we work with your company?

 Why should we buy now rather than later?

4.2 Types of Sales Presentations

There are several different types of presentations you can make for your product, service or
company. It all depends on who your perspective client is, where they are located, what kind of
product or service you are offering, and what the client is most comfortable with.Webinar

 Teleconference and Videoconference

 Seminar

 Customized, Problem Solving

 Team

4.3 Accessing Promotional materials

Promotional material a message issued in behalf of some product or cause or idea or person ori
nstitution; "the packaging of new ideas"
All types of businesses use promotional materials to market their products and services.
Promotional materials can include sales collateral material, advertisements and even small,
everyday products that contain the name and phone number of a business. Promotional
products can serve many purposes before or after a sale.
Different Types of Promotional Materials
There are a wide variety of different promotional materials providing companies
and organizations effective ways to reach out to their customers. We can help with providing
well-designed promotional materials that mesh with your company’s current branding. Take a
look at some of the promotional materials we provide our clients.

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Brochures
Brochures are used to introduce a company’s products or services to their targeted audience and
potential customers. They can be designed to fit on one folded sheet or as a small booklet.

Flyers
Flyers are a relatively inexpensive form of advertising and are intended for mass distribution.
They are produced on a single sheet of paper and tend to inform or promote more specific
information such as a sale, special promotion or new service/product.

T-Shirts
T-Shirts are a unique way of advertising a specific product, service, event or just your company
in general.

Posters
Posters are beautifully designed pieces promoting a specific product, service or event. They can
vary greatly in size, shape and style; providing as much or little information desired.

Custom Packaging:-Package design conveys the most important aspects of your product to
customers and allows it to standout from the rest.

Direct Mail/Email Campaign:- Direct mail campaigns are a form of advertising providing
customers with a wide variety of information on your company, products and services offered.
Mailings can be sent out monthly, bi-weekly or even weekly.

Custom Postcards:-using an interesting image on one side to spark interest, postcards can easily
be mailed to provide customers with a quick bit of information promoting a specific product,
service or event.

Benefit of using Promotional materials

 Recognize the achievements of your staff with elegant certificates and promotional
products they will be proud to display
 Colorful brochures and handouts can attract new business at trade shows and exhibitions
 Bold designs and custom folders can impress shareholders at the annual meeting

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  Promotional materials can help you eclipse your competition with standout designs and
appealing color schemes.

Self check questions

Name: _________________________ Date: _______________

Directions: Answer all the questions listed below. Illustrations may be necessary to aid some
explanations/answers.

1. Define post sales support?

2. Discuss different types of service offer after sale?
3. Discuss Customer and transaction to customer database
4. Discuss benefits of customer database?

Note: Satisfactory rating - 25 points Unsatisfactory - below 25 points

You can ask your teacher for the copy of the correct answers.

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 LEARNING OUTCOME FIVE
5. IMPLEMENTINGSALESPRESENTATIONS

5.1 Sale process

A sales process refers to a systematic progression of steps that are undertaken from the moment
you identify a potential customer to the point when you make the sale and build on the
relationship formed with the customer. A well-implemented sales process ensures increased
productivity, greater market penetration and better customer service. Here are some tips on how
to effectively implement a sales process.

1. Build a sales team to be charged with implementation of the sales process

2. Identify the sales process that best responds to each customer's buying process. This
enables you to respond to your customers' needs efficiently and effectively.
3. Outline the sales tactics that your sales team will employ in the sales process. Engage the
team in identifying suitable sales tactics to ensure they support the sales process.
4. Identify the sales tools that you will use to support your sales tactics.
5. Train your employees on the implementation of the sales process since every employee in
your organization is a potential client source.
6. Set up a compliance system by creating checkpoints in the sales process to ensure the

5.2 Defining Strategies and Implementation

Once a business recognizes the need, how can they implement strategies to improve customer
relationships? It is actually considerably easier than many may think. Remember, it's a two-sided
relationship.

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Here are some core principles to relationship management that any company can, and should
follow:

 Communication:
 Rewards
 Enhanced Customer Service Start Small and Emphasize Human Touch
Self check questions

Name: _________________________ Date: _______________

Directions: Answer all the questions listed below. Illustrations may be necessary to aid some
explanations/answers.

1. Define post sales support?

2. Discuss different types of service offer after sale?
3. Discuss Customer and transaction to customer database
4. Discuss benefits of customer database?

Note: Satisfactory rating - 25 points Unsatisfactory - below 25 points

You can ask your teacher for the copy of the correct answers.

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 LEARNING OUTCOME SIX

6. MAINTAIN AND UTILIZE A CUSTOMER DATA BASE

6.1 Maintaining Customer confidentiality
Customer confidentiality means keeping information about people who use your products and
services private. When a customer patronizes a business, he may have to give information such
as his name, address or financial accounts. Certain services or products may also be
embarrassing for a customer to admit he uses. Keeping customer records confidential establishes
trust between the business and the client. Certain types of customer information should always
be protected, especially social security numbers and credit or checking account. 

Client confidentiality is the principle that an institution or individual should not reveal
information about their clients to a third party without the consent of the client or a clear legal
reason. This concept is commonly provided for in law in most countries.

6.2 Identifying Regular customers

Regular customer is a person who purchases products or services from a person or business
frequently. Regular customers are regular because they trust you to provide an experience
similar to the experience they had when they last did business with you.
Retaining customers is less expensive than acquiring new ones, and customer experience
management is the most cost-effective way to drive customer satisfaction. Loyal customers
ensure sales, reduce costs associated with consumer education, and recommend you to their
friends.
However, not every customer who regularly purchases your products is loyal to your company.
There are many reasons why they repeat purchasing from you:
 You are currently the low cost provider;

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  It takes too many efforts or it is to expensive to change suppliers;
 They are used to using your products, and habits are hard to break;
 They may have relationships with one of your employees;
 Your location is currently the most convenient to them;
 You are currently the only available supplier to them;
 There is a contractual arrangement with your company.
All these reasons mean that as soon as a desirable competitor comes around, they may switch to
them easily. On the contrary, loyal customers believe that your products and services are superior
to those of the competition. They do not seek for alternatives, even when they have options.
Customer loyalty does not mean that customers are loyal to your company alone. In the real
world, customers are more often loyal to several companies, when it is possible.
6.2. Utilizing Customer records accurately
A customer account record is the basic unit of information about a customer that resides in a
CRM, or customer relationship management system. A customer account record holds critical
data about a customer, including the standard data, such as name, order data, billing information,
interaction information, and credit information. 

There are many ways to collect information on your customers, including:

 order forms

 enquiries

 complaints

 warranty cards

 customer rewards programs

 customer satisfaction surveys

 feedback cards

 customer competitions

 Your website.

6.3 Using database to solve customers’ problems.

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Get into the routine of bringing up client information as soon as you establish contact. By having
your customer's past history right in front of you, you will be in a better position to assist them.
By understanding the particulars of your customer's business you will be able to offer assistance
and recommend your organization's products/services. You might find your customer
complaining of difficulties in a specific area and be able to suggest they try a new product your
business is offering. By showing that you have the ability to access and use information dealing
with past orders, an organizational profile or other helpful information, you are proving to your
client that service comes first.

6.4 Using database to improve sales processes.

Create a special field and instruct each employee to input even the smallest complaint into the
database.

Data base marketing

Database marketing is a form of direct marketing using databases of customers or potential

customers to generate personalized communications in order to promote a product or service for
marketing purposes.

There are two main types of marketing databases,

1) Consumer databases, and

2) Business databases

Consumer databases are primarily geared towards companies that sell to consumers. Business
marketing databases are often much more advanced in the information that they can provide.
This is mainly because business databases aren't restricted by the same privacy laws as consumer
databases.
How to use your customer database

A customer database is generally used by companies which have repeat buyers, which go
through regular updates, give repeated services or for cross selling different products to the same

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customer. Nowadays, customer databases are being maintained by each and every company so as
to remain in touch with their customers and provide them swift and rapid service.

There are several ways a customer database can be used by companies.

1) Identifying prospects  

2) Which customer should receive promotional?

3) Increase customer

4) Reactivating customers 

5) Avoid common database pitfalls 

6.4. Creating and managing your customer database

Customer Relationship Management is really important for many businesses, in

particular, small ones, as it is the focus point of sales and marketing strategies. At the
centre of a business’ CRM is their customer database, which is a really helpful tool
enabling them to; identify customer trends, create customer loyalty and increase
their customer communication. All businesses have a customer database, whether it is
a computerized system or a piece of paper with names and details written on.

Here are some tips on how to create and maintain your database in order to get the
most out of it.

Setting Objectives

Creating your Database

Updating your Database

Protecting your Database

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 Filling your database

Reviewing your Database

Self-check question

Name: _________________________ Date: _______________

Directions: Answer all the questions listed below. Illustrations may be necessary to aid some
explanations/answers.

1. Discuss the ways of maintaining Customer confidentiality?

2. Who are Regular customers?
3. Discuss importance of Utilizing Customer records?
4. How to use your customer database?

Note: Satisfactory rating - 25 points Unsatisfactory - below 25 points

You can ask your teacher for the copy of the correct answers

24
 LEARNING OUTCOME SEVEN

7. DEALING WITH DIFFICULT CUSTOMERS

7.1 Types of difficult customers

Successful small business owners recognize that customer satisfaction is one of the essential
elements of organizational prosperity. After all, providing quality service that clients appreciate
not only ensures repeat business from them but also encourages future "word-of-mouth" sales.
But virtually all small business operations will sooner or later encounter customers who prove
troublesome. Customer service experts counsel small business owners who encounter this
situation to: 1) determine whether the difficult customer actually has a legitimate complaint; 2)
determine whether the business can take steps to mollify the client's concerns (regardless of their
legitimacy) and improve the relationship; and 3) in cases where the customer is being
unreasonable, decide whether the customer's value is sufficient to warrant continuance of service.

Difficult customers come in several varieties, including:

 Angry
 Impatient
 Intimidating
 Talkative
 Demanding
 Indecisive

7.2. Ways of Dealing with Difficult Customers

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 The behavior of these difficult customers can lead to people becoming upset, lacking in self-
esteem and may also lead to people leaving a particular industry. However, there are some things
that you can do in order to deal with difficult customers such as:

 Always assume that the customer is being truthful.

 Respect the customer.
 Listen to the customer.
 Show empathy and understanding
 Do not blame the customer.
 Ensure that you solve the problem.
 Follow up

Dealing with angry customers:

 Get Control of Yourself: Never argue with customers when they are angry, displeased or
complaining. If you allow a customer to push your buttons and lose control of yourself, you've
lost control of the situation. Remember, you can lose a good customer if you show boredom,
irritation, disdain or displeasure.
 Listen and Let the Customer Vent: Tune in to the customer; don't look for the nearest
exit. The customer wants to be listened to, acknowledged and understood. Maintain eye
contact. Show your attentiveness by standing or sitting up straight; lolling or slouching makes
you seem inattentive and disinterested. Uncross your arms -- this indicates you are listening
with an open mind. Let the person talk, and pay close attention. Repeat or paraphrase some of
what you hear.
 Show the Customer You Care: Show concern for the customer's feelings. Maintain a
concerned, sincere and interested facial expression. Your voice, as well as your body language
and expression, communicates your attitude. People respond more to how you say something
than what you say.
 Don't Blame the Customer or the Company: When explaining your store's policy or
trying to clarify what went wrong, use either the indirect approach ("There are a few questions
before I can give you a refund.") or "I" statements ("I need additional information.") as much

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 as possible. Don't acknowledge that you or your company is to blame. That could lead to
lawsuits.
 Try to Solve the Problem, or Get Someone Who Can: Even if solving the customer's
problem isn't among your job duties, never say this to the customer. Get all the facts you can,
and then tell the customer how you can help.
 Finally, don't make promises you can't keep. Get help from someone who knows more, is
calmer, or has more power and authority.

Self-check question

Name: _________________________ Date: _______________

Directions: Answer all the questions listed below. Illustrations may be necessary to aid some
explanations/answers.

1. Discuss types of clients and how to treat with them?

2. Ways of Dealing with Difficult Customers

3. Discuss the characteristics difficult customers?

Note: Satisfactory rating - 25 points Unsatisfactory - below 25 points

You can ask your teacher for the copy of the correct answers

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