According to Confucius, if you are sincere, true to your word, and careful in your actions, you will get along with anyone — well, almost anyone, that is. While what “Confucius says” may be right for your personal life, your interactions with customers in your car wash business are a bit more complicated. Whether you have an automatic car wash business or a full-service business, at some point, you have to deal with a difficult or upset customer. The key is to know how to do it the right way.

Most car wash business owners and operators know that difficult customers simply “come with the territory.” When it comes to getting their car washed, even the most mild-mannered customer may get upset on occasion. What is important for the success of your business and your peace of mind, is learning how to deal with these encounters and mitigating any negativity that may result.

Difficult encounters with situations are more than mere challenges. If you can’t handle them professionally, resolve the problem and turn them into a successful experience, your unhappy customers will get their car washed elsewhere — and there is an abundance of places to choose from. Inevitably, they will use Yelp or similar sites to communicate that your place of business is lousy! Believe me; bad news in business really does travel fast. The result will be an assault on your reputation — something no business can afford.

If you are an owner or manager, it’s critical to handle difficult or irate customers with the utmost professionalism. That requires shifting into what I call “the right mind-set” and communicating with them in a confident, competent and non-combative manner. As a start to the process, follow these ten important guidelines to help you to deal with a tough customer encounter.

Maintain your cool.

First and foremost, prepare yourself for what is to come. There may be angry words, personal affronts, and highly charged emotions. This is the kind of situation where it is easy to lose your cool and become defensive when you are confronted by someone who is unreasonable or angry.

Your mounting stress can lead to increased anger which will only make your customer even more upset. By learning to put some distance between you and the situation, you can control your emotions. Be cool. It’s the best protection you have from the angry person confronting you.

Let’s assume you are confronted by a customer who is dead tired from a long road trip and brings their car straight to you to get washed. Afterwards he yells, “You didn’t get all the bugs off! There are still bugs on the fenders!” The customer is challenging, as you could barely see any bugs left on his car, but you remind yourself that “cool, calm and collected” is the name of the game.

Simply state. “I’m sorry. I don’t blame you for being unhappy. I’ll have them remove them by hand, and wipe it down with clean solution, and I’ll check it myself.”

Admit it if you or one of your employees is wrong.

If you, or someone on your team made a mistake, take responsibility immediately. Even if there is some doubt, take the blame anyway. “I’m sorry, this should not have happened. I’ll take care of this immediately.” This diffuses the situation very quickly and will help put your customer at ease. “I’ll be sure to talk to the workers about this.” Then, you might consider giving the customers a ticket for a free wash or money off on detailing.

There is a financial responsibility in it if you do – especially if you have a full-service business. You also have to consider your P & L statement. Nevertheless, it’s smart to own up to the situation. At the very least, you will have saved a customer and that will mean they will come back to you and not to your competitors. Everyone can make a mistake—don’t make another one by turning off your customer. Turn them on with a free car wash. It may be helpful to remember the rule that many business owners and managers live by when they consider whether a customer is right or wrong.”

Remember what unhappy or angry customers want.

Generally, an angry person just wants to vent his or her anger. Usually that means taking the anger out on someone else — in this case, you. You will get the brunt of it — even if you are not to blame.

It is always best to let them have their say before you respond. Let them blow off steam. They can vent and calm down. Once that happens, they usually just want reassurance that:

• You are concerned with their problem.
• They will be taken seriously.
• You will handle the situation.
• They will be treated with respect.
• They can expect a fast response.
• They will know you are on their side.

Remember to never judge or correct.

Never judge or correct a customer. If they are angry with you, refrain from making any statements that are judgmental or will make the customer defensive. Now is not the time to say “Why didn’t you close the window! You can’t expect us to dry out your upholstery!” Now is the time to simply go above and beyond and solve the problem. “Oh, that happens to many customers. I’ll get some rags and soak up as much as I can.”

If you can solve the problem — even if it’s not your fault and send them home as a happy customer, then you have handled the situation well. In fact, studies show that deftly handling tough situations and solving problems with professionalism actually yields the opportunity to build customer loyalty!

Apply verbal cushions.

When a customer is angry, you can help diffuse the situation by applying “verbal cushions,” a communication technique taught by customer service trainers. These words and phrases “cushion” a customer’s complaint and will help you to service them more effectively. The verbal cushions below communicate a sense of concern, promote cooperation, and display empathy. Memorize them so that you can apply them in challenging situations.

• “I apologize this occurred.”
• “I can understand why you are upset.”
• “I’m very sorry this has happened.”
• “I apologize if there’s been a misunderstanding.”
• “I can understand why you would be unhappy.”
• “I understand your position.”
• “Thank you for bringing this to my attention.”
• “I agree with you completely.”
• “I’ll take care of this immediately.”

Imagine this scenario: An irate customer states, “Your people did a terrible job cleaning the wheels and worst of all after they dried the door jamb, they used the same rag to dry the rest of the car with the salt and dirt from the door jamb. This is going to ruin the paint!”

The right way to handle it would be to apply these verbal cushions, “I’m so sorry. Let’s wipe it down again with a clean cloth. I appreciate your bringing this to my attention, and I’ll speak with my employees to make sure this doesn’t happen again. Here’s a coupon for a free car wash.” Hand it to them, and state, “Thank you for your patience and understanding.”

Calm out of control customers.

When dealing with customers who use foul language and just won’t back down, steel yourself against the onslaught and stay calm. This may not be easy for you. Your first reaction may be to yell back at them, become defensive and continue to support your own position — right or wrong. Instead, remain professional and state:

• “Sir, (“Ma’am”) I haven’t said or done anything to disrespect you in any way.”
• “I hear you. I hear you. Let me resolve this for you and make sure we take good care of you.”

If you overhear a customer using profanity during an encounter with one of your employees, state, “Excuse me, Sir, what seems to be the problem? Whatever it is, I will fix it.”

When a customer asks for a refund that is unwarranted.

If you are a manager, be sure to ask the owner of the business on what parameters you can provide a refund. If your owner has a “No refund” policy state,

“Mr. Smith, I would like to be able to tell you I can do this without charging you for it. Unfortunately, I can’t. Here’s what I can do. I can give you a coupon for a free car wash.”

Practice proactive problem prevention.

The best way to offset a situation with difficult customers is be proactive in preventing problems or complaints. Consider taking these simple actions to ensure you provide the highest level of service to customers.

• Document common and more serious complaints or problems that have occurred.
• Consider what you and your employees could have done to prevent them from occurring in the first place.
• Create policies and procedures or a simple a list of do’s and don’ts and make sure every employee adheres to them.
• Regularly inspect and tune-up equipment — make sure brushes foam.
• Train employees to greet, smile, and be friendly to customers, as well as how to handle equipment.

Take the leadership role.

The following are leadership actions to take that will help you to avoid problems:

• Make sure cars are thoroughly cleaned. While this is most common at car washes with automatic machines, it can also happen at those that do hand washing. In that scenario, a car not getting fully clean usually comes down to the leader not properly training or taking care of their employees. It’s always up to the leader to keep employees performing well and motivated. Be sure to treat your employees as well as your customers. Make them feel they are working with you and not for you. Be absolutely the best boss you can be.

• Train your employees to notice situations in which a customer may need assistance and to approach the customer to ask how they can help them.
• Communicate customer service excellence continuously and make sure every employee takes it seriously.

Recognize that sometimes, you can’t win.

When it comes to dealing with difficult customers you can say and do everything right — even stand on your head to make them happy — and still not be able to diffuse the situation. A customer may end up walking out with a grumpy look on their face, or swearing up a storm. There are some people who are chronic complainers and others who love to try to wield power over others. Don’t carry it over to your next customer or let it ruin your day.

Accept that in business, and in every business, difficult customers come with the territory. What is most important is that you have systems and procedures to prevent problems from occurring.

A final word on difficult customers: However you handle situations with difficult customers and situations, in the end, the customer will be your judge and jury. Develop an obsession to provide the highest level of service to every customer every day!

Don’t miss Christine Corelli’s sessions on April 27 & 28 at The Car Wash Show 2018.