Canadian Music Trade - August/September 2020 | Page 29

care about your safety.”
So, that’s the first thing; if employees
aren’t following the COVID safety rules
themselves, then they don’t have a leg to
stand on when customers object.
Now, when it comes to customers not
following the COVID safety rules, Hyken
says there are basically three categories they
fall into. “Number one, there’s somebody
who simply forgets their mask. Almost every
good retailer has inexpensive masks that
they can just give to somebody that forgot
their mask. That’s not cost-efficient, but it is
easy and it’s something you just have to do
in today’s situation. Number two, there is
a medical reason why a person can’t wear a
mask. Now, those are few and far between,
and you may reasonably wonder whether
it’s true or not. But just like you can’t ask
somebody about their disabilities, you probably
can’t ask somebody about their medical
condition, either. But if that is the case, you
just have to be diligent about practicing [and
enforcing] social distancing. And then there
is the third one, which is an outlier but you
read about these because they’re sensational,”
explains Hyken, alluding to the belligerent
anti-maskers. “There’s people who feel it’s
within their right to make their choice.
And it is, but if it’s a government-mandated
issue, your choice is whether to follow the
law or not. The retailer also has a choice as
to whether or not they want to allow certain
customers in or ask them to leave.”
Hyken is fond of the saying, “The customer
is not always right, but they’re always a
customer, so let them be wrong with dignity
and respect.” That sentiment is at the heart of
how he advises retailers to deal with difficult
customers, regardless of the issue they’re mad
about. Be firm on your rules, but also consolatory
and do not antagonize them.
“When you have a bad customer who
you feel is belligerent and insulting to your
employees, that’s the time to ‘walk a customer.’
And regardless of it being a mask issue
or not, when they start to show disrespect to
your people, it is important for a manager to
step in and walk a customer and show that
the employees are more important to the
company than the customer is,” Hyken says.
“Managers should know how to properly do
this and they should allow that door to stay
open for that customer. Say, ‘Hey, we’d love to
do business with you and when you’re ready,
come on back, but realize that we want to
treat our employees with dignity and respect,
and want to treat you with dignity and
respect as well. So, when we’re all willing to
do this, come on back. In the meantime, try
the music store down the street.’ I think the
message you send to your employees is very
powerful when you do that.”
SHEP HYKEN
Of course, just because someone isn’t
wearing a mask when they walk in doesn’t
mean they’re trying to make some kind of
statement. It’s just as likely, or actually more
likely, that they simply forgot.
“Here’s a real-life example. I was in a
store the other day and a gentleman walked
in without a mask. The [employee] walked
right up to them with a mask in-hand and
said, ‘Hi sir, we wear masks in our store.
Do you need one?’ The customer looked at
him and went, ‘Oh, right, thank you!’ and
he pulled out his own mask and put it on,”
Hyken recalls. The main thing, he says, is to
be courteous and cheerful. Offer help, either
in the form of a kind reminder or a mask,
and don’t be reprimanding.
“I often believe that the way you help
a customer out of a confrontation is to ask
the right question that gets you the answer
you need, even if it’s ‘no,’” Hyken adds. “So,
walking up to somebody and saying [in a
happy tone], ‘Hey, how you doing? Do you
need a mask?’ That’s a whole lot different
than saying [sternly], ‘Hey, we have a rule
that you can’t come in here without a mask.
Do you need one?’”
Also remember that even customers who
are trying hard to follow the new rules may
be forgetful. Old habits die hard, after all.
This is especially true when it comes to keeping
6 ft. from other people, or following the
one-way arrows on the floor, for example,
because they’re very unnatural behaviours in
a retail environment.
“If somebody is just forgetful, again the
customer is not always right, but they’re always
the customer and you let them be wrong
with dignity and respect. If it’s truly just
forgetfulness, have the inexpensive mask for
them to wear and remind them about social
distancing — and smile when you do it. Train
employees about the right words to use, as opposed
to being demeaning and reprimanding
somebody. Just be kind and teach.”
Ultimately, the vast majority of people are
rational (at least somewhat) and won’t take
things to a dangerous level, even if they’re
being difficult. But for those irrational
outliers, calling the police can become the
only option.
“If the customer is just forcing their way
in, I think there’s some legal precedent there
from the standpoint of calling the police and
saying, ‘Look, you’re being disorderly and
creating a scene and this is very uncomfortable.
You’re going to have to leave and we’re
calling the police,’ and then follow through,”
Hyken says, though notes that police can’t
always show up quickly. “I would really,
really hope that you’re using all the etiquette
you can, giving them the options that are
available, stating that: ‘We really want to do
business, but right now this is the way that it
is. We want to keep our employees and our
customers safe and this is the best way we
know how to do it. We understand that you
may not agree and so here’s some options. As
much as we want you to come back and we
hope you do, this is it.’”
Michael Raine is the Senior Editor of
Canadian Music Trade.
CANADIAN MUSIC TRADE 29