Knowing when to say no to customers is a crucial part of knowing how to say no to customers. Here are some scenarios that will help you create guidelines for your business on when it is appropriate, or even to your advantage, to tell customers no.

Saying No to a Refund

Having a sound refund policy helps keep employees and customers on the same page, and can provide your company protection against theft and loss. But sometimes, customers make requests that go against company policy. They may demand a refund on an item without proof of purchase, or ask to get their money back on a pair of shoes that have already been worn for 3 months.

When deciding whether to say no to a refund, follow these three practical steps:

1. Check your company’s refund policy.
   Consider: What is your company’s refund policy? Does the customer’s request for a refund meet the guidelines established by company policy? And if not, is there room for leeway?
2. Think about the possibility of saying yes.
   Consider: Is saying yes sustainable? Would you be able to fulfill this request consistently were another customer to make it?
3. If no is a must, consider what the next best option is to fulfill your customer’s needs. Consider: What is their reason for asking for a refund? Can you say no to the refund, and yes to something else? Can you offer the customer an exchange or store credit?

If you know that you need say no to a customer after following these steps, practice being empathetic but resolute in your response. By using your decision to inform how your company handles similar situations in the future, you will create consistency in your customer service, and will help keep customers from feeling like your company practices are unfair.

Here is an example of how you might say no to a customer who is asking for a refund that you cannot give them:

Saying No to a Discount

No matter who your customers are, chances are they love a good discount. According to independent marketing research firm, the A.C. Nielson Co., 95% of all shoppers like coupons, and 60% actively look for coupons. In general, it’s good to facilitate your customers’ use of coupons.

Even so, you can’t always comply with the discount that your customer is asking for. Exercise your right to say no to a customer when these situations take place:

• Your customer asks for a discount that does not exist.
• Your customer asks if you can get them a “better” discount.
• Your customer asks for free merchandise.
• Your customer asks to use a coupon that is inactive or expired.
• Your customer asks to use a coupon that is from a third-party website.

When your customers ask for a discount that you just can’t give them, try and offer them the next best thing. By keeping your “no” as positive and as helpful as you can, you will renew customer confidence, and keep them coming back.

Here is an example of how you might respond to a customer when you need to say no to a discount:

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Saying No to a Special Request

Sometimes customers make special requests that you can’t possibly comply with, no matter how much you may want to. The following scenarios are likely to require a “no” as a response:

• Your customer asks to have something specially shipped (such as faster than what is available, or with an alternative mail service).
• Your customer asks for a product in a certain color, size, or another option that does not exist.
• Your customer asks for an item that is currently or indefinitely out of stock.
• Your customer requests a service or feature that is not currently available.
• Your customer request a service or feature that you may never offer.
• Your customer’s special request is too time or resource consuming, and is not something that you could provide all future customers.

If in denying your customer’s special request you are complying with company policy, be sure to emphasize how enforcing company policy still works to the customer’s advantage. If you explain how your policies benefit your customer and not just your business, then your customer will be more receptive and understanding of your reasons for telling them no.

Here is an example of how you might interact with a customer who makes a special request that you cannot fulfill:

Conclusion

There can be a lot of gray area when it comes to when to say no to customers. On one hand, making exceptions to the rule for a customer’s sake can leave an exceptional impression of your company’s service. On the other, constantly making exceptions to rules that are intended to protect your business can have unintended consequences, and might do more harm than good. By reflecting on these scenarios, you can help define what works for your company, and guide your customer service team into knowing when to say no, not just how to say it.

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