It’s Not About Anger… It’s About Ego

Half Truth: Women are demanding customers.

Whole Truth: Women don’t like retailers who take advantage of their perceived reticence.

Women, who may be mild or diplomatic under most circumstances, will whip out their evil twin when it’s time to duel with errant sales and service people. When we’ve asked women to describe their identities as shoppers, they are proud to claim their power. As one woman told us, ‘I’m a ‘you’ve got one chance to screw up’ shopper.’

Another woman we interviewed demonstrated her revenge technique on a salesman who made her feel he was too busy to take her call. In what was clearly an oft-repeated performance, she mimicked her best imperious voice, as she raved at the hapless receptionist, ‘You tell your boss, this is an escalated phone call, use that word and tell him I want service right now!’ As the other women in the group applauded, I could see her relax into the knowledge that this story only got better with the telling, securing her place as queen of customer

Marketers of services faced with an irate customer like this can figure out whether her anger is real or manufactured by starting with the magic words, ‘You’re right. Now, how can I make this better for you?’ Play to her ego; all she’s really wanting is the respect she deserves and to not be seen as the cowering, customer chump.

Want to learn more about half and whole truths? This post is straight from our book, What She’s Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It. Read the first chapter online HERE, and grab a copy for yourself from Amazon.

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April 13, 2024
by Mary Lou Quinlan

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