How to Handle Tough Customers

Last time we introduced you to the Dimensional Model of Interactional Behavior and showed how you can use the four quadrants of the model to read the signals your customers send.

This time we will focus on more practical tips to help you build productive relationships with customers whose behavior falls on the left side of the Dimensional Model. These customers tend to be the toughest to work with because they are typically hard to read and resistant to new ideas.

Countering Combative Behavior

Customers who fall in the dominant-hostile quadrant are usually defined by combative behavior, which is generally motivated by strong needs for esteem and independence. When working with a combative customer, keep these guidelines in mind:

• Stress benefits that give the customer prestige, autonomy, control and freedom of action. The customer wants to look good, make an impression and be her own person. Make it as plain as possible that your product or service can gratify those needs.
• Be respectful.
• Listen with interest to the customer's views and opinions.
• Seek the customer's advice.
• Let the customer boast. If she says something that genuinely impresses you, say so.
• Don't be too familiar or informal.
• Show conviction and strength without being argumentative or aggressive.

Working with a Passive Customer

Customers whose behavior falls into the submissive-hostile quadrant are motivated most by strong needs for security. Keep these guidelines in mind when working with an insecure customer:

• Stress benefits that provide stability, low risk, assured outcomes and proven value.
• This type of customer doesn’t want to be a pioneer, so don't stress new or innovative features.
• Show that you are reliable, confident and knowledgeable.
• Be friendly and helpful.
• Appeal to the customer’s need for assurance by providing testimonials, references, case studies, independent reports — anything that shows that the plan you’re recommending is low risk.

Next quarter we will look at how to work best with customers on the right side of the Dimensional Model. They are usually a little easier to get along with, but present some unique sales challenges of their own.