Getting the most from retail complaints

Here are a few tips from the "Vendors side of the Counter" that may make you smile and get some action.

1) I know of no store or business that wants to sell you some junk so that you will call them back to complain. It just doesn't happen, short of a real scam.

2) Profanity and personally attacking someone never works. When I heard foul language it was my cue to throw them out of the store or hang up in the ear. I told staff that the customer loses once this happens period.

3) Try to understand that while your problem is number one in your mind, it may be the retailer's fifth or sixth. Respect the retailer, and they will likely respect you.

4) The person you first speak to did not likely make the product that is defective. Don't immediately blame them. Most businesses do not want to sell junk, but it does happen. Yours may be an isolated case, and if not, they need to know so they can stop selling such items.

5) Put pen to paper. Great complaint letters can do wonders. One official I know in the Canadian government told me that departmental policy was that a handwritten letter received first priority. After that, it was typed letters, then email. Try calling first, and when you are calling, note the date and time that you called and who you talked to. It is amazing how many times I have been put off and when I get to the big cheese, they buckle to my request because they are embarrassed that I have made 5 calls, know the dates and exact times and the content of the call with a particular person.

6) Don't embellish - The fact that your Uncle Harry was invited over on a special flight from Miami, just to watch the Grey Cup when the TV conked out, is irrelevant. The fact the TV isn't working is, and the fact you want it fixed in a reasonable and timely fashion is. When quoting the price, quote the price you paid, not the price for the package of 8 items you bought plus tax plus the gas to get there, etc. Know what you want. Often if you ask for something reasonable you will get it. The game is not to ask for more than you deserve.

7) Never yell at the salesman in the store or make a scene. There isn't a retailer on this planet that won't tell you that a yelling customer is good for business. The screamer leaves the store, and the regular customer thinks the screamer is an idiot, especially if the regular customer has dealt with the business for a long time. Never say: "I won't shop here anymore." Think about it, if you aren't going to shop there why would they want to help you. Tell them you like to shop there and are disappointed. Human nature dictates that we don't want to disappoint others.

9) Think of how you would personally respond to your demeanor when you want to complain. If someone approached you with "attitude," would you would like to help them? How do you react when someone is yelling and very aggressive? Just ask for someone else to help you in a polite manner.

10) Escalate complaints up the ladder. Don't start at the top. It is often hard to get to the top, but each person higher on the ladder has the ability to make decisions and can get you to the top if needed.

11) Remember that saying. The sweetness of a good deal is long gone after the bitterness of poor service. If you get a deal, maybe you did agree to less service than normal. If it was a discount house or a liquidation, there may have been terms and conditions that you should know about. Make sure you understand how the business deals with problems BEFORE you buy. Many complaints are out of an expectation level from the consumer that is too high. If you ask first then your expectation will be met.

12) Write or call to the Office of The President of the company. You will be surprised how results happen, but you must have moved a bit up the ladder or they will just send you back down. Document the details and as I mentioned do not embellish. Just tell them the problem, and your reasonable expectation for a solution.

13) While you might never speak directly to the President of the company, there is often a group at many big companies called the "Executive Complaints Team," whose job is to stop the escalation and get a solution for the customer.

14) Be prepared that you may be wrong. The customer isn't always right, but it's a stupid business that thinks they will win a battle with a customer. They want your business if you are as fair and reasonable to them as you want them to be to you.

15) As a last resort file a complaint with the Better Business Bureau. They may be able to help, even if the store is not a member. But note, this should be your last resort. It also should have been the first call you make before you shop anywhere. They will tell you how a company has dealt with complaints if in fact they have had any.

Bottom line: Try smiling and treat retailers the way you'd like them to treat you. Happy Complaining.

Elliot Finkelman is the host of "It's Your Money So Keep It," Sundays at 7am on Newstalk 580 CFRA in Ottawa, Canada. He also moderates forums for discussion at VoiceMediaOnline.com.

He is also a director of the Better Business Bureau of Ottowa, and has received a Torch award for marketplace ethics.