Redirect Assertive Customers

Customers who are highly demanding can be a big nuisance. Sometimes, they’re impossible to completely satisfy. But a study from University of Osnabrück and University of Linz suggests that these consumers can help you build business. The tactic consists of transforming the customer’s highly demanding nature into assertive behavior and redirecting the targets from you and your staff toward the customer’s friends and family.
     Before I reveal the details, here’s a caution: The study examined psychological profiles of 417 German consumers. This is one instance where the location of the subject pool might make a big difference. The interactions German shoppers expect with retailers can differ from expected interactions in the U.S.
      When Wal-Mart opened stores in Germany, employees were expected to greet customer questions with a smiling, enthusiastic welcome. In-house shopper analyses showed that the customers thought this type of enthusiasm fit better with Oktoberfest than with a Wal-Mart shopping fest. The customers felt the sales help were flirting with them.
     With the caution in mind, here’s what the Osnabrück/Linz researchers found out about consumer opinion leaders in the retailing marketplace:

• They know about specific products 
• They are highly self-assured 
• They demand information from those around them before making up their minds 

     Based on this, here are my suggestions for dealing with customers who are highly demanding:

• Work to satisfy each one, but settle for less than perfection, if necessary. 
• If you do break up with the customer, keep the relationship alive. Make the last memory that person has of your store one of gracious respect. 
• With those you continue to serve, sincerely thank each for keeping you on your toes and then ask if they also are highly assertive with friends and family. If so, ask that they give a honest review of your store to those family and friends and recommend the others give your store a try. 

For your profitability: Sell Well: What Really Moves Your Shoppers

Click below for more: 
Answer Customer Questions with Enthusiasm 
Court Market Mavens for Social Media 
Break Up with Customers Graciously 
Kick Back for Happy Hour Customers