Mercedes R. Gonzalez is the director of the Global Purchasing Companies, a full-service buying office that plans and implements retail strategies with specialties in new store planning and streamlining established businesses. Gonzalez has been a buyer in the garment industry since 1988. We hope you enjoy this preview from the May issue of WSAToday magazine.

Mercedes Gonzales

A tough customer can derail your day in a number of ways, from yelling at the cashier to pleading for a price cut or monopolizing your time when other customers are waiting. Challenging consumers may be an unavoidable part of doing business, but dealing with them doesn’t have to exhaust your patience (or worse, send other customers running). According to retail expert Mercedes Gonzalez, “tough” shoppers can be divided into several categories, each requiring special handling. Here’s a closer look at the consumers who test our limits.

Discount Divas
When most customers walk into a store only to find that the merchandise costs more than they can spend, they simply turn around and walk out. But others try to bridge the gap between what they want and what they can afford by complaining about prices or pleading for a discount. The good news? Gonzalez says this behavior stems from a desire to justify purchasing a must-have item. “When someone says [to you] that ‘$300 for a pair of shoes is crazy,’ point out the benefits of a better quality shoe and where it’s made; [identify] anything that will differentiate it from a typical product.” But if the consumer remains unconvinced, Gonzalez recommends the retailer encourage her to pamper herself. “Justify it to the customer [by pointing out] that they deserve it, that it’s the ‘in’ item of the moment. ‘There’s no justifying the price point, but you deserve something nice for yourself.’” 

If she continues to haggle, retailers should calmly explain that the store isn’t currently offering any discounts. “Tell her that it’s store policy not to discount in between sales. Explain that you’re not having any deals now, but ask her to sign up for your mailing list so you can let her know the next time you have a VIP event or sale.” If that fails to satisfy her, consider providing a small gift—with purchase. 

Retailers may also fall victim to another form of negotiation: when the customer says that she saw the same product at another store for less. “The key phrase here is ‘I saw it;’ she did not buy it yet. Stop the customer in her tracks and say ‘Ok, I’ll match it.’” If you’re worried the customer may be taking you for a ride, take a few seconds to verify the alternate price online, telling the customer that you want to double check so you can match it exactly. Hopefully, you already know the answer; Gonzalez points out that it’s important to always know the prices of your competition. And if it turns out your shop receives a new shipment of product only for customers to find the same goods at a discount store a week later, talk to your vendor. 

And while discount hunters come with the territory, retailers needn’t worry that they are the norm, even in this down economy. “I think that if you give good customer service and a fair price, then they won’t ask you for the discount. If they do, use role playing with your employees, and teach them how to deal with it.”

Beware of shoplifters working in pairs.

Sticky Fingers
Customers who go after the five-finger discount may be few and far between, but as the economy gets rockier, shoplifters are getting more creative. “We’re finding now that these customers are difficult and work in teams; you can never make them happy. They steal in small ways, like buying the product, then returning it after using it for a special occasion.” In the case of a customer who’s constantly buying and returning, Gonzalez urges retailers not to be afraid to thank this consumer for her business, then suggest she shop elsewhere. “We don’t own rental shops.” 

Retailers should be cautious of a customer who’s being overly aggressive, angry or mean. “[Shoplifters are] very vocal and not afraid to make a scene. This rotten apple spreads into the vibe of the customers in the store that day.” Not only is she ruining others’ shopping experience, it’s possible she entered the store with a partner-in-crime. Then, while she’s distracting you, her companion is stealing. “People think [thieves] don’t steal shoes, but they absolutely steal shoes! A store usually only has one pair of shoes out on display. While a customer is trying on the shoes, she’ll swap out the display shoes with the ones she’s stealing by either putting them in her bag or on her feet [then returning the display shoes to the box]. This is happening as the ‘distracter’ is making a scene.” 

To prevent this incident from happening, Gonzalez says there should always be multiple store representatives selling in a store. “You should never have just one person on the floor. When they’re trying to draw you into the situation, you need to be able to control the whole situation and not let them pull you into what they’re trying to do. Let one person handle it.”

Gonzalez advises retailers to always have multiple representatives on the sales floor.

Chatty Cathys
Women will often go shopping to relieve stress or brush off a rough day in the office or at home. While hardly a traditional “problem,” a customer who looks to a store owner for friendship can steal time away from a retailer taking care of store business and, more significantly, paying customers, without moving inventory. “This customer comes in to shoot the breeze or feel good about herself; she can’t buy anything, she just wants the social contact.” For this reason, Gonzalez recommends that stores offer a layaway option. “People will come and visit what they have on layaway every day for a month.” 

It’s a win-win solution: the store will make the sale, eventually, and the customer is happy. “It’s unappreciated how much psychological coaching is done at retail. There’s nothing better than when people feel good about themselves with what they’ve purchased. Consider yourself a style coach; when you look good, you feel good.”

Mad Hatters
For the customer who is genuinely upset, Gonzalez urges retailers not to lose their cool. “In general, with difficult customers it’s important to understand that they’re not angry at you, so don’t take it personally. The more you can find out what they want or need, the better you’ll be able to communicate with them. Things like this escalate quickly for no reason.” 

To pacify the fuming customer, retailers need to remember the old adage that the customer is always right. “The retail industry has not been following that. It’s really important to teach employees how to diffuse customer anger. Just agree with her. Once you’re on the customer’s side, it diffuses the situation. You want to be the one they come to, especially when there’s a limited amount of dollars.”

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