How Much For Me?
By Rick Segel

Everyone likes to feel special and there is nothing wrong with that. Especially if they are the customer. It’s their money and they have the ability to spend it any where they chose. The retailer’s job is to make the customer feel important.

But what do you do when they say those dreaded words, “How much for ME?” The truth is that we want to treat them special but they really aren’t your best customer or more important than any other customer.

So what do you do or say? First ground rule is that you must be careful. You don’t want to insult them or let them feel unimportant. You do that and you will never see them again. Second, just because they ask for a discount doesn’t mean they really expect one. They might just be trying to get one. Everything is negotiable today. The best strategy is to first not take it personally, and then deflect the request. Most people will only try one time and if the first request isn’t met with some type of reaction, they will drop it.

My approach is simple. Always compliment their effort. If you don’t ask, you don’t get. Don’t be insulted--laugh it off and tell them it was a good try. My favorite words are still, “I wish we could do that.” If they still persist, look for other ways that you can save them money. Examples include a markdown item you would love to sell or if they buy more than one of an item. In short, if you are giving or thinking of giving a concession, then get something back in return. It might be having the customer pay cash instead of charging to save the expense or it might be buying a floor sample instead of the boxed piece. Customers will ask, some will keep on asking, but never give an extra discount without getting something back in return. Justify the reduction or don’t do it.

Two last points. You can always just refuse to negotiate and remember good customers don’t put you awkward situations. The compliment and the “I wish we could do that” will take care of over 90% of any problems you will ever have.