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Wiskit Hardware: New Hires Training

Part I: De-Escalate and Connect

Connect: Intro Part I

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Marco: Your Online Mentor

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OBJECTIVES (Summary):

Given an encounter with a distressed customer, the New Hire will be able to choose proper responses in role-play scenarios based on knowledge and practice of the customer service role, effective listening, and a wider view of the whole.

Sub-skills:

Remember your customer service stance and practice it.
When confronted with an angry customer, de-escalate with your attitude.
De-fuse the situation with action, like active listening and apology.
Solve the problem, or stay in contact until you can hand off to the right solver.
Connect with the customer, build a relationship, make an ally.

Narration: Welcome to the Wiskit Family of hardware store co-ops. I’m, Marco, your online mentor. I hope you’ve also found a mentor at your store, maybe another sales associate or stock clerk who’s been around and has offered to help you be successful and happy in your role.

After being a sales associate for four years, I was just made assistant manager because of how I relate to customers. Competing with big box stores is not easy for co-ops like Wiskit, -Ace -or True Value, but one thing we do better than Home Depot or Lowes, is connect to our customer -neighbors. Although we don’t have their stock and rarely beat their prices, we’re the local store, part of the town, where people come to connect and get personal service. That’s why you’re so important, and why Wiskit developed this training to get you off on the right start.

This is a two-part class, and will take up, -two, of your 20-minute breaks. We really appreciate you giving up that time, and we know you’ll appreciate what we’re covering as soon as you start to apply it in practice. The first part, will help you dealing with distressed customers and make them your allies, and the second, explores your role in maintaining your store’s connection to the local community.

As you know, people can get frustrated when they’re trying to build or fix things, and sometimes you’ll encounter a customer who brings that frustration into the store. We hope that after trying some role-playing and learning our de-escalation system in Part I, you* will be better able to choose the response that will soothe an angry customer, and maybe, form a connection that makes future bad behavior much less likely.

When this 20 minutes is over, you should come away with tools and strategies that help you:

Remember your customer service stance and practice it.
When confronted with an angry customer, de-escalate with your attitude.
De-fuse the situation with action, like active listening and apology.
Solve the problem, or stay in contact until you can hand off to the right solver.
Connect with the customer, build a relationship, make an ally.

Before you continue, have a pad and pen to take notes. When you’re ready, press “Continue” to meet our first difficult customer of the day.

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Dealing with Frustrated Customers

Absorb: Stance/Attitude/Action/Solution

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Meet your first angry customer of the day. Click the Play button to hear what he has to say.

Aggravated Angry Customer

How would you respond? Connect with similar situations from the past, and think about the first thing you’d probably say. Then choose one below.

I think someone needs a nap!
I am sorry you’ve lost time. I hate rushing a plumbing job! Let’s see how fast we can take care of you.
I just started working here and I am still learning about our stock. Let me find someone who knows more about these items.
I beg your pardon, but I will not tolerate being spoken to that way.Take a breath, and let’s try this again.

=>Marco’s Response

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Dealing with Frustrated Customers

Absorb: Stance/Attitude/Action/Solution

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Here’s what I would say:

My Stance: Customer Service.�
My Attitude: Give Full Attention.�
My Action: Apologize First.�
My Solution: I showed him where to look, explained the reason for the store’s organization, and went looking for Dale the plumbing expert.

Mentor Marco

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Absorb: DE&C: Learnable Skills

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Marco has been here a while and has developed great instincts. He was not able to solve that problem alone, but helped the customer feel better while he got backup.

These are skills you can learn. �Press Play to get started.

Why didn’t I just send him to Dale first? I’ll let my manager, Anthony, explain - he’s got a system that really works for Wiskit.

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Narration: When I started working at Home Depot 15 years ago, I remember how much I was in a hurry, because there were many more people needing help than nearby helpers. I particularly dreaded having to take time listening to difficult customers when other people were waiting. My impulse was to interrupt and solve the problem so I could get away as fast as possible and help others…. But even if that solved my personal problem, it didn’t help the store. The customer who gets interrupted and not listened to goes home feeling bad, even if he has his part in hand. He won’t have a happy story to tell when Home Depot comes up in conversation.

The main reason people keep coming back to Wiskit is that they can always find someone close by to give them time and solve their problems, who isn’t in a hurry and who wants to build a relationship. Making customer connections is how we stay in business! Of course, that’s easier when the customer is in a good mood. The funny thing is, if you can turn that mood around, you actually have a shot at creating an ally who’ll spread good words, not gripes.

But none of that is easy at first, unless you’re naturally great with people. It takes focus and practice. But it makes all the difference. I’d like to introduce you to a system we use here, that takes some of the pressure off having to decide how to respond. If you practice this, it can come naturally to you.

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Absorb: DE&C: System Overview

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Narration: When Marco de-escalated Mr. Aac, he mentioned four steps. We call these the 4 D’s: De-personalize, De-escalate, Defuse and Delight.

The first is something he is always doing, regardless of the customer: he maintains a customer service stance. This de-personalizes his interactions: he knows it’s all about the customer, not him, and that makes it a lot easier.

Next, he adopts an de-escalating attitude of active listening, attention and empathy, which is just what people cry out for when they’re upset.

He waits until the customer is done, and only then, takes two key de-fusing actions: he apologizes (because he IS sorry that the customer is upset, and knows it has nothing to do with Marco), and then he asks the customers to tell him what he needs done (if he hasn’t done so yet).

Finally, he delights the customer by solving his problem, or finding someone else who can. This makes the customer a potential ally. As soon as they’re done, Marco goes to his store journal and writes up the incident, so that next time that customer is in the store, he can call him by name, and ask about the sale or the project - both to show he cared, AND to remind the customer that this is a relationship he wants to honor.

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1. De-Personalize

Absorb: DE&C 1: De-Personalize

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The first D is De-Personalize. If you’ve ever done martial arts, you know that you’re most vulnerable once you’ve committed your weight. An opponent knows where you’re going and can use your commitment against you if he’s fast enough. Taking things personally means putting your weight into your interactions.

Instead, remember your role: this isn’t about you. Customer Service is about pleasing the customer, as everyone knows: the customer is always right. That’s going to make you always wrong if you take things personally. The customer doesn’t see you, he only sees his needs and his experiences.

Of course, this isn’t easy to do at first...for some people, it’s never easy. That’s why we practice our “game face” - an expression of a relaxed smile that doesn’t show what’s going on inside. And that’s why we practice finding our center of balance, so we aren’t thrown off by people and situations we didn’t expect.

This is something you can remember to fall back into at different points in the day. If you practice your stance, everything else can follow from that. If you don’t have your stance down, you’ll be at the mercy of whatever comes barreling down that store aisle...and nobody wants to see that.

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2.De-Escalate

Absorb: DE&C 2: De-Escalate

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The second D is De-Escalate. When someone’s flying off the handle and being rude, you can bet that they aren’t listening to themselves - they don’t know what they sound like, and they don’t think anyone is actually listening to them. They’re on auto-pilot.

You can find a lot of power in just putting down what you’re doing and giving them your full, calm attention. The very act of shifting to give attention can make a big difference. For example, I’m holding this coffee cup now. If someone came along with a bad attitude, I would carefully put that cup down, then turn back to the person with an open stance that says, “You have my full attention.”

Another way we show that we’re listening is by Active Listening: saying what we heard back in our own words, to let the person know we heard and understood. It’s tempting to skip past this step and start solving the problem, and that would be okay if nobody was upset...but once there’s emotion involved, that needs to get dealt with FIRST. That’s what stays with people at the end of the day. You can get him the right part, but if you don’t address his anger, he brings that home as well...and maybe he won’t come back here next time, or send his sons here. So, simply saying, “You’re looking for a part like the one you’re holding, and you’re in a hurry, but your’e not finding one in Aisle 3.” lets him know you understood the factual content of the complaint. It seems obvious, but it makes a difference.

The last part of De-Escalation is empathy. This is trickier than Active Listening, because it means getting a little closer - and sometimes that’s not the right thing to do. But in the situation we started out with, Marco said, “I am sorry you’ve lost time! I hate rushing a plumbing job.” That showed Mr. Aac that the emotional content of his complaint was ALSO heard and understood. You can see how that can be more helpful than just stating the facts.

But sometimes there are limits to how far you want to empathize. For example, it might not be helpful to say, “I can see that you are angry and want to abuse and dominate a sales clerk who you know isn’t going to fight back. I know what that’s like. Sometimes I throw my cat across the room when I’m in a bad mood and he doesn’t get off the couch fast enough.”

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Dealing with Frustrated Customers

Assess: Apply 1 & 2 to Customer

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Let’s go back Mr. AAC. Click the Play button to hear what he has to say today.

How would you respond?

Animated Angry Customer

Mr. Aac, I can see you are very upset. But you are blaming me personally, and I’m feeling triggered. Give me a moment, please.
Yes, these generators are notorious. I don’t know why the Co-Op bought them! Let me talk to my manager about getting you a replacement or a refund right away.
You’re the first customer who’s reported stray bolts in one of those generators, and we sold many. Do you still have the bolt?
Wow, that must have been scary. I’m glad nobody was hurt! I am sorry for this horrible experience. Let’s get that box, and the manager and I will figure this out today.

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NOTE: THIS IS A QUIZ SLIDE. MULTIPLE CHOICE.

Narration: I purchased a generator on sale special from Wiskit a few months ago and recently followed instructions for final assembly. When I attempted to start the generator for the first time and the engine started, the pull rope got bound up and it stalled. I removed the outer case to find a bolt had fallen into the cooling fan. When I first pulled the rope, the bolt sheared most of the fan fins off. Thank God nobody was hurt! And it’s a good thing we didn’t lose power during last week’s snowstorm.

The bolt was not from the final assembly kit, so either it came from the generator itself or the factory where they packaged it. But when I called Wiskit, I was told that the 30-day warranty on the generator had expired and that there were no replacements, which is why it was on special. I’ve got the parts together in a box in my car out back. Do you actually mean to stand there and tell me you’re really going to leave me with this piece of junk now?

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Dealing with Frustrated Customers

Assess: Analysis of Answers

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The most effective response was

Mr. Aac, I can see you are very upset. But you are blaming me personally, and I’m feeling triggered. Give me a moment, please.�
Yes, these generators are notorious. I don’t know why the Co-Op bought them! Let me talk to my manager about getting you a replacement or a refund right away. �
You’re the first customer who’s reported stray bolts in one of those generators, and we sold many. Do you still have the bolt? �
Wow, that must have startled you. Home assembly of power appliances can be tricky. I’m glad nobody was hurt!

=> Let’s Apply This

You: Sales & Service

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“Wow, that must have startled you. Home assembly of power appliances can be tricky. I’m glad nobody was hurt!”

Let’s look at each answer again.

Wrong Answer. Validating the customer’s feelings is good, but this is not a relationship between equals. Your own feelings were not his concern, of course!
Wrong Answer.Offering a refund is a manager’s decision, and why would the customer want a replacement after you’ve disparaged the unit? Don’t set yourself up for a power struggle!
Wrong Answer. Implying that the customer is at fault is unlikely to de-escalate the problem.
Right Answer. Empathizing with the customer’s frustration and risk is a connection.

Of course, Mr. Aac is not going to relax until he knows he will be taken care of. I might follow up with:

“I am sorry you had such a horrible experience with this unit. Let’s get that box, and the manager and I will figure this out today. I don’t know if replacement units are available, but we are going to find a way to make this right for you.”

It’s true I’m promising something, but you’ll see how different it was from answer 2: I didn’t promise a particular solution, only that we’d find one. This is an example of the third D, “De-Fusing”. I’ll turn it back over to Anthony to tell you more.

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3. De-Fuse

DE&C 3: De-Fuse Actions

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Narration: As Marco said, when a customer needs something, he is not going to relax until he knows he will be taken care of. Active listening and apologizing will calm the emotions, but the problem is still there.

Of course, as Marco said, you may not be in a position to solve the problem yourself...but you don’t want to let the customer walk away from you to find help elsewhere. Think about when you call technical support … it’s so frustrating when you’re on hold, and then transferred to someone you have to tell your story to all over again.

Let’s look at Marco’s extended response again. His first step after letting the customer finish was an apology: “I am sorry you had such a horrible experience with this unit.” That signals for the first time that Wiskit is going to take some responsibility for solving the problem.

The customer has already proposed a solution (don’t leave him with the unit). Marco says, “Let’s get that box, and the manager and I will figure this out today” because he knows that getting the box out of the car is going to free him from having that broken equipment around to remind him of what he considers a bad purchase decision (or maybe even faulty assembly).”

However, Marco can’t promise a replacement or a refund. Only the manager can do that, and he certainly doesn’t want to put me on the spot if he wants that assistant manager promotion! So he punts with “I don’t know if replacement units are available, but we are going to find a way to make this right for you.”

That’s enough to send Mr. Aac home calm - not necessarily content, but if we’ve done right by him in the past, he’ll trust us to do right again now. That’s why he’ll be giving us some time to find a good solution, rather than camping out in the store until we do.

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4. De-Light

DE&C 4: De-Light Solutions

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Narration: Marco didn’t solve the customer’s problem, but he made sure it would get solved. He made an ally: in the future, Mr. Aac is going to trust him to handle it, rather than project an angry attitude about how his needs aren’t going to get met.

You might be wondering who it was who told Mr. Aac that the warranty had expired….Well, that was our regional distributor that made the deal to buy all those generators. It wasn’t me, but Mr. Aac doesn’t know that. That’s okay … I have a lot on my plate and don’t want to get involved if I don’t have to be. The last thing I want is for Mr. Aac to come looking for me when he has new issues. I want Marco to continue to be his ally, and because Marco wants me to depend on him to solve problems like this he’s going to be assistant manager.

�That’s why it’s so important for Marco to remember Mr Aac’s name and situation (if this had been their first contact) and to personally follow up with the resolution. As soon as Mr. Aac leaves, Marco will write down some of the details in his store journal, so that the next time Mr. Aac shows up in the store, Marco can refresh his memory.

Your connections with your customers are your job security and your investment in advancement. We are a small shop, so it might not happen here: but I write great references and take care the people who have taken care of our business.

I’d like to give you a chance to apply all these ideas now. In the next slide, you’ll have an opportunity to write your own response to a new situation. I’ll get a copy of your answer. If I’m impressed, that’s great; if I’m not, I’ll make sure you have a mentor to work on it with you. We’ve help each other out here at Wiskit.

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Working the Moves

Assess DE&C: Working the Moves

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Mr. Aac pays another visit. He is very frustrated because he purchased a wall-mounted shelving kit which, he says, was missing two molly bolts. He seems particularly upset about it. (I wonder if he tried securing the shelves to sheet rock without the mollies?)

In the top box at right, write three things you would say or do to de-escalate. In the bottom box, write a follow-up you’d say/do to make Mr. Aac an ally of the store. If you need to make up details about the situation, go ahead.

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Connection: Playing for Keeps

Absorb: Connection: Playing for Keeps

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WAYS TO CONNECT

Remember His Name: use whatever associations you can make.
Ask Follow Ups - show you want to know more about any of these.
Connect Around Shared Experience - turn “me” into “we”.
Ask About Situation: are there family members? What does he/she do? Where does he/she live?
Uncover Hobbies: many hobbies send people to the hardware store! Plus people love to talk about them.

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Narration:

Why do we require employees to journal difficult interactions? We want to keep this customer, not just get the transaction handled. There are some good strategies for building that connection:

You’ll learn in the second half of this training about how a Hardware Store is more than just a place to buy things. It’s a hub of activity for the community, like a library used to be, or a town hall, or a post office. It’s a place where people talk about how they solve the problems of living in the places they live, and doing the things they do. The more you learn about people, and connect to them, the more they’ll feel that our hardware store is a public space, one they look forward to visiting and spending time in. That’s what makes us different than big box stores.

Here are five steps to making personal connections with your customers:

Remember His Name: use whatever associations you can make.
Ask Follow Ups - show you want to know more about any of these.
Connect Around Shared Experience - turn “me” into “we”.
Ask About Situation: are there family members? What does he/she do? Where does he/she live?
Uncover Hobbies: many hobbies send people to the hardware store! Plus people love to talk about them.

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5. Play for Keeps

Absorb: Connection: Playing for Keeps

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Thank you for taking the time to go through this with me! It’s a lot to remember, I know. We’ve got a clipboard with your name on it in the office, with this diagram and some other guidelines that will make your career in hardware retail successful -- if you apply them!

In the next screen, connect to your own experience. Remember a time when you de-escalated a frustrated customer, friend, or anyone and talk about it. If you can’t think of anything, remember someone else doing it - a friend, a co-worker, even someone from a TV show or movie - and talk about that.

At the end of that slide, you can click “Done for Today” and sign out, or click on “Read More” for an online slideshow that goes into a lot more depth which inspired the system we use here. Use your store email to send yourself the link, if you like.

When you pick up your clipboard, find your manager. He’d like check in about what you thought of this training, and what concerns or ideas you have about putting it into practice.

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Journalling

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Journaling

Done for today! Read More...

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Welcome to Part II: Hardware Store as Community Hub

Connect: Re-Seeing Store as Hub

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Marco: Your Mentor

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Congratulations on Making it to Part Two of this training tutorial. In your job, you will meet many different customers who come into the store for any number of reasons. Think about how your experience in stores has been more than just shop and go. Did you meet neighbors, find out about events in town, discover new ideas? Given your encounters with a variety of customers, this section of the training will help you to activate connections between your customers, the store, and the community, demonstrating the added value of a local neighborhood store with personalized service. You should be able to

Actively Listen to determine a customers needs

Maintain and remember continuing customer associations and projects

Find common links in customer projects

Suggest ideas based on customer interests and community resources

and Form good relationships with co-workers.

And speaking of colleagues, as we grow with the company, we sometimes travel to company headquarters to hear from senior managers. But now, since we’re offering this training online, click the next slide to meet your regional manager, Stu Whitman.

1) Given an encounter with a customer, the New Hire will be able to identify and initiate an exchange regarding an existing or potential external connection. Sub-skills:

Understand the role the hardware store can play as a community hub.
Activate current and past knowledge of the customer in identifying connections.
Initiate conversation regarding personal or community connections that give the customer an experience of the interaction as validating a connection to the store and/or community.

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Absorb: Active Listening

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We’re NOT Self-Service

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Thanks, Marco. As your regional manager I’m excited to have you join the Wiskit team. We’re proud of the role our store plays in the community, and we want to welcome you into our family of workers. We make connections and build relationships with our customers that are unique to each store and neighborhood. Yes, people come here to buy things, but they also come for advice, because they know they can come back if they have a problem, and they know that we care about how our products are being used. When we say we’re not self service, that’s a big way in which we set ourselves apart from the competition. Each person who comes into our store has unique needs and our responsibility is to discover how we can best be of service, find products for them that they might not have considered, and talk them through their projects so we can be a continuing resource in their lives. That kind of individual attention and personalized service is what builds customer loyalty.

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Building Community

Absorb: Building Community Case

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Customers have choices in where they shop. Keeping them loyal to Wiskit is part of your job.

A local woman is looking at kitchen faucets. How do respond to her inquiry and keep her engaged?

1.) Do you come here often?

2) Those tv shows are ok, but they really about entertainment, not for locals like us.

3) What kind of space are you thinking about?

4) Maybe you would like to see some photos from other customer’s projects?

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Building Community

Apply: Building Community Case

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Two Responses are appropriate:

1) Why open yourself up to a potential snub by asking if she comes here often?

2) Don’t criticize the work of others. Those same products are sold at your store.

3) Showing interest in her project and letting her know how your store has helped others with similar needs creates an opportunity for her to share more about her needs.

4) Making connections between projects by other customers builds a stronger network of community support.

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Customers are Your Neighbors

Absorb: Active Listenig

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Narration: Wiskit Hardware is located in the center of town, which makes it a fixture in the neighborhood. People stop in to say hello and we expect you to welcome them in return. One way to help you activate those connections is by keeping a journal or simply making notes on customer names, what their projects are, and names of their family members. Some of the folks who come into the store are second and sometimes third generation customers. It’s nice when you can recognize those connections and make reference to their lives outside of the store. This also is helpful when you have customers who might not know each other, but do have projects that share common themes. Connect those dots. Show how you can be pro-active in making connections between customers who can be resources for each other.

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Customers are Your Neighbors

Apply: Neighbor Case Study

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Knowing your customers as neighbors requires you to make notes of names, family members and their projects.

Some things you can do to maintain meaningful relationships with your customers are:

Engage in a welcoming fashion

Inquire about families

Listen to their current needs

Remember past projects

Reinforce your relationship

Offer Support

Connect with neighborhood resources

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Activate Local Connections

Absorb: Active Listening

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Narration: The better you know your customers and the better you know what’s going on in your town, the better we as managers can make improvements in the way we do business. Perhaps you’ve had multiple customers who are interested in building an outdoor deck. Make a suggestion that we have a special Saturday workshop where we bring an experienced contractor to do a demo on how to get started. We can do better and your ideas are important. Maybe it’s ordering some new stock that customers are asking about because of the weather, maybe it’s ordering coffee and donuts for Sunday mornings, or maybe there has been some extra activity in the police report about security. Is there a display you can suggest?

When you want to connect ideas and think outside the box, we want to hear about it..

On the next screen, in your own words, respond to some typical situations that you will probably encounter with your customers. Think of how this section of the class has encouraged you to build stronger relationships and make community connections. You’ve just about completed the training. When you’ve finished your journal entry, click continue to hear some final thoughts on putting this all together.

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Community Hub Matching Activity

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You have met a variety of customers with different needs and different personalities.

Review the following requests and match the most appropriate response so that you are helping your customers see your store as a valuable community partner.

Customer has just completed a new project Ask about sharing their experience

Customer is talking about needing more help Make an invitation to a store event

Customer is looking to remodel Offer to view store sample projects

Customer is new to neighborhood Promote store as community support

Customer is a comes in on a regular basis Ask about the family

Customer is complaining about price Affirm benefits of neighborhood support

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Your Ideas are Valued

Absorb: Active Listening

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Through interacting with your customers, knowing them and your town, informs improvement on what we can do as managers. Perhaps you’ve had multiple customers who are interested in re-doing a bathroom. Make a suggestion that we have a special Saturday workshop where we bring in some contractors to do a demo on tiling. We can do better and your ideas are important. Maybe it’s ordering some new stock that customers are asking for, maybe we need to offer coffee and donuts for our new Sunday hours, or maybe you have an idea for a new display about some historical event. Perhaps there has been some extra activity in the police report. Is there some kind of display we could provide to help our neighbors feel safe.

It’s this kind of thinking and these kinds of actions that makes Wiskit Hardware a valued fixture in the community.

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Journalling

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Journaling

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Putting it All Together

Absorb: Active Listening

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Narration: Thank you for being a part of the Wiskit Hardware team! As you continue to grow with Wiskit, being able to see the store as a focal point in the lives of your customers, and being pro-active in making connections to the town and to your neighbors, will keep you on track to being a productive and valued employee. As you gain more experience and develop an interest in long term growth, I look forward to meeting you at our corporate headquarters in San Francisco.

Marco:

Thank you, Mr. Whitman. I hope this two part class has helped you to feel more confident about the way you interact with your customers, and that you now know that there are many ways to accommodate their requests, and solve their problems. I also hope that we have helped you to better understand how important the store can be in making connections to events and resources in the community. Now, as you return to your responsibilities, use the clipboard and job aid to help you as you build stronger relationships with both your customers and your co-workers.

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Job Aid

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Build Community Connections

Remember by Counting your Calories!

Connect - How can your store support

Affirm - A neighborhood resource

Listen - Understand the Need

Offer - Not just for sales only

Reinforce - Relationships are key

Invite - Store as resource

Engage - Be genuine

Suggest - Make a connection

See Store as Community

Remember Customer Interests Activate Customer Connections

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