Every salesperson has war stories: tales of difficult customers who made extreme demands, issued threats, tried to take advantage, or were simply rude. Dealing with difficult customers is an unavoidable part of sales, and the question of how to handle difficult customers looms large for even the most experienced professionals.
While there’s no universal solution, the following three guidelines can help you stay in control of the negotiation—and often create better outcomes for both sides.
1. Question Your Assumptions
When thinking about how to handle difficult customers, it’s easy to assume that their threats or erratic behavior are signs of irrationality. In reality, such behavior may be perfectly rational when viewed from the customer’s perspective. Rather than taking actions at face value, try to uncover the motivations driving them, advises Lawrence Susskind in Good for You, Great for Me: Finding the Trading Zone and Winning at Win-Win Negotiations (PublicAffairs, 2014).
Imagine you’re negotiating a contract with a customer, Ray, who talks down to you and refuses to discuss anything other than price. Before reacting defensively, consider what constraints Ray might be facing. Perhaps his superiors recently criticized him for being too accommodating. Maybe his company is under financial pressure. Or perhaps he’s responding to something—intentional or not—that you said earlier.
Once you have a few working hypotheses, test them by asking thoughtful questions. You might say, “Are you under pressure to reduce costs right now?” or “Is there another way—besides price—that I could help address the concerns you’re facing?” If Ray opens up, you may be able to brainstorm options that help him demonstrate toughness to his bosses, such as documenting concessions carefully or sharing interim drafts with stakeholders on both sides.
Claim your FREE copy: Dealing with Difficult People
Discover how to collaborate, negotiate, and bargain with even the most combative opponents with, Dealing with Difficult People, a FREE report from the Program on Negotiation at Harvard Law School.
2. Promote a Hospitable Sales Environment
Research suggests that how employees feel about their work can significantly affect how customers behave at the negotiating table. In a 2013 study, Shu-Cheng Steve Chi of National Taiwan University and his colleagues found that salespeople’s job satisfaction had a strong influence on customer satisfaction with sales negotiation outcomes.
The researchers examined eyewear price negotiations at a large Taiwanese eyeglasses chain. Salespeople who reported higher job satisfaction—and who spent more time introducing products and services—achieved significantly higher levels of customer satisfaction. Notably, employee satisfaction proved more influential than price concessions. By contrast, dissatisfied salespeople failed to benefit from spending additional time with customers.
These findings suggest that difficult customer behavior may sometimes be a response to disengaged or overburdened employees. If your organization regularly struggles with difficult customers, it may be worth examining the employee experience. Improving training, boosting morale, and allowing staff sufficient time with customers can help create a more cooperative sales environment—and reduce friction on both sides.
3. Model Collaborative Negotiating Behavior
Often when dealing with difficult people, it often becomes clear that they believe threats, ultimatums, and hard-bargaining tactics are the best way to get results. Those familiar with mutual-gains negotiation theory, however, understand that working collaboratively to expand the pool of value can lead to better outcomes for everyone.
How can you encourage a customer who’s locked into a win-lose mindset to shift toward a more collaborative frame? Start by advocating explicitly for cooperation. You might say, “I believe we’ll both do better if we look for ways to create more value together. How about we set aside demands for the moment and brainstorm options? We can always return to price later—when there may be more to discuss.”
Next, model the behavior you want to see. Practice active listening and ask questions that deepen your understanding of what’s motivating your counterpart. Once she feels heard, she may become more receptive to your perspective—though listening is valuable regardless of whether that happens.
Finally, when it’s time to make offers, consider presenting multiple packages rather than a single proposal. Offer three options that you value similarly. The customer’s reactions will reveal what matters most to him and demonstrate your flexibility and responsiveness. By showing that you’ve been listening, you increase the chances of encouraging a more cooperative and productive negotiation.
What advice would you give others on how to handle difficult customers?
Claim your FREE copy: Dealing with Difficult People
Discover how to collaborate, negotiate, and bargain with even the most combative opponents with, Dealing with Difficult People, a FREE report from the Program on Negotiation at Harvard Law School.
it was a good read