Myra called in a panic. A new customer was unhappy with his custom-made shirt, and this was the third time it had been returned for alternations. The custom-made trousers and jacket, which he ordered at the same time as the shirt, fit the burly individual precisely. The problem, as she defined it, that the customer was taking advantage of the situation.

What’s the Problem?

Myra had done everything possible to accommodate his schedule, coming to his office, measuring his frame, communicating with the company about the order, delivering the items, and being certain of their fit. She repeatedly messaged him about the logistics and went out of her way to meet him on his terms. She was caring, considerate, professional, and polite.

The Ensuing Drama

When the third shirt arrived, she wrote him an email to arrange a drop-off. His response indicated that he was pulling back from the sale. His schedule was tight for the next two weeks, and “ I refuse to use any time on the weekend to buy a shirt. I’m leaning towards canceling it as this process has been far too cumbersome and inconvenient.”
Myra anxiously replied: “I really care about you and I’m focused on assisting you with clothes that fit comfortably. So far the trousers and jacket have both fit well. So, if you will graciously let me know when it’s convenient, I will deliver it and confirm the fit.”

What Was the Result?

Have you guessed the contents of his next email? Unconditionally and unequivocally, he canceled the order.

So why was this customer so dissatisfied to the point that he nixed the sale?

Why Did It Happen?

Myra thought it was because he was taking advantage of the company’s money-back guarantee, which included paying for shipping. While she can point to any number of external conditions, the answer lies in understanding the buying and selling styles of the two major players in this drama.

The answer lies in understanding the buying and selling styles.

As a Nurturer, Myra bent over backwards to serve her customer. Being in a genuine, authentic relationship was paramount to her. To the customer, whose style was Action, he saw her qualities as weak, insecure, and vulnerable. He valued winning and jumped on the chance to be dominant.

Moral of the Story

So Myra lost the sale and is feeling beaten up and bullied. Going forward she has two choices. She can seek out prospects that respect and appreciate her desire to be in a relationship and reciprocate in kind. This means that she narrows her customer pool. Or she can learn to read personality styles and match them. This will enable her to serve more people, make more money, and “save” more sales.