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2005 Best Of Winners

Discover Mid-America — June 2005

Common courtesies, Part I

Despite prevailing wisdom, the customer is not always right. Some dealers and shop owners think they have to put up with serially abusive customers in order to keep their business going. But consider this: the proverbial "customer from hell" doesn't just create an uncomfortable business environment for staff, owner and dealers but also an unpleasant shopping experience for other customers.

"Make him an offer he can’t refuse” customer

Some patrons apparently have the mistaken impression that dealers are obligated to accept whatever offer they care to make on tagged merchandise. Even when the offer is reasonable enough to present to a dealer, said customers (which too often include other dealers, who should know better) may become offended if, for whatever reason, the offer is refused.

The "volume buyer" who isn't

A favorite ploy of this type of customer is to bargain for "volume" prices on ten items, then try to buy only three of them at the agreed-upon price. Dealers presented with these volume offers should be aware of that potential and make it a point to advise that volume pricing is contingent on purchase of all the items in question (or 8 of 10 of them, or whatever other percentage the dealer deems reasonable for extension of a volume discount).

"Mind my kids" shopper

Incredibly, some customers come in with young kids they can't be bothered to supervise; they will often try to park the tykes in the vestibule or front lobby — the implication being, one supposes, that staff will provide child care while the parents shop. Worst of all are parents who stand idly by as the kids run shrieking through the shop or roughhouse in the aisles of the show.

Amazingly, the children often respond very well to anyone at all setting limits for them and will readily comply if a staffer asks them to stop. The parents, however, are a different story, and I've found that, as relates to behavior in public places, "problem kids" can be a product of "problem parents."

"Monopoly Player"

Year 2005 marks Fenton Art Glass Company's 100th Anniversary - which, of course, won't hurt consumer interest in this ever-popular glass. Although this particular pattern, "Berries and Blossoms," (raspberries and flowers hand-painted on satin opal glass) wasn't produced until the 1970s, it represented a historic turning point in the sense that its retail popularity re-awakened Fenton's then dormant decorated glass tradition. As such, this pattern is keenly sought among serious Fenton collectors. The very thought of an unsupervised 5 to 7 year old reaching across a crowded sales display to touch this item is enough to give anyone the heebie-jeebies! (photo by the author from her own collection.)

This is the customer who visits frequently but seldom buys, wants every case opened for inspection and, in group shops, asks that multiple dealers be called with questions about the merchandise. These customers monopolize staff time and energy. Feeding the behavior in times when business is slow can be a dangerous accommodation; the monopolizing browser is likely to expect his accustomed level of intensive individual attention no matter how busy the shop.

As with all difficult customers, the key to coping with this one is politely and firmly setting limits. Gently explain that there are others in the shop needing attention also then promise to get back as soon as reasonably possible.

"Take it all out" customer

These customers are afraid to miss a good buy and seem intent on strip-searching your cases, asking you to "put it all aside" while they consider whether they want to buy it or not. Such customers are a very real problem during special openings or sales because, while they may buy only a small percentage of what they've put by, they've also taken it out of circulation for more serious buyers.

Tips for dealing with
the problem customer

I'm sure that readers can add to my list many of their own favorite "customer from hell" types. Whatever the particular type, though, here are four easy tips for dealing with problem customers:

1. Always remember: you don't need their business. This number one rule expresses the necessary mindset and precondition for dealing effectively with the problem customer. In a period of tighter-than-ever margins, every customer counts and nobody likes to lose even one. But customers such as those described here are likely to prove more trouble to your business than their business will ever be worth.

2. Set reasonable limits, then be prepared to enforce them politely but firmly. Shop owners or managers should not leave subordinate staff to handle abusive customers; be prepared to stand in as appropriate. And even if the out-of-control customer makes you want to throw him through a plate-glass window, don't let your end of the dialogue descend to his.

3. Refuse to allow obnoxious customers to use your lobby, aisles, front desk or show booth as their private soapbox. Many of these characters love nothing better than to "make a scene" — and nothing alienates other buyers like being subjected to some unruly customer's loud and often nonsensical argument with a show dealer or shop owner. Politely ask unhappy customers to step outside or into another room to discuss the issue under contention. In egregious cases, don't even bother trying to negotiate: just show them the door.

4. Remember that every complaint does not a problem customer make. If the customer complains about finding, in one of your dealer displays, an item whose tag reads, "19th century yellow-ware bowl, $250" but whose base is clearly stamped, "Dishwasher Safe," the problem is not with the customer. Legitimate complaints reasonably lodged should be welcomed with grace and gratitude — because courtesy, of course, cuts both ways.

In next month's Part II of this article, we take a look at common courtesy in the trade itself as a prerequisite for healthy sales.

Peggy Whiteneck is a writer and collector living in East Randolph, VT. If you would like to suggest a topic she can address in her column, email her at allwrite@sover.net.

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