"She's a screaming crazy
woman", the boarding farm owner said in disgust, "and she is trying to make me that way, too. She's
just not logical and everything in the barn is a drama even though there is no
Have you ever had a customer like that?
Unlike emotional chaos, logic
is a wonderful process for keeping order and problem solving. Most likely you
were persuaded to think logically in your school classes and by your mentors as
Therefore you may conclude, in theory, logic will help you solve all customer problems.
But in reality, logic is not reliable.
Because in business
you deal with people whose emotions are always the trump suit over your logic.
Logic works only when both parties are thinking logically.
And, with the exception of a few logic-anchored customers of Vulcan descent, most customers are driven by emotion.oHH
In the car business, customers choose model and options
over fuel efficiency and price
clothing business, customers choose style and image over fit and value
In the horse business, customers choose breed
and color over training and suitability
Part of the blame for actions powered by emotions rather
than cool logic, is pointed at the emotional section of the brain. It
sends ten times as many messages to the rational section of the brain as the
rational section sends back, which means the emotional section of the brain
dominates internal self talk.
The emotional section of the brain has difficulty hearing, "shut up!" from the rational section.
If you're in business to earn a profit, it makes good sense
to get better at working with emotional customers. And you can be sure men can be just as
emotional as women.
Tips on dealing with emotional customers:
Identify the common causes of emotional
responses like: Fear, Frustration, Regret.
Learn what triggers emotional responses in your
Resist offering logical reasoning as a counter
argument when a customer is highly emotional. It's illogical.
Let the customer "dump his bucket" of emotional thoughts
first, by just listening.
After the bucket is empty, logic and rational
thinking will begin to be accepted to help manage their expectations.
Granted, some customers never seem to move from emotional
and irrational to logical and rational. Frequently
fired as customers, this small group will always
be looking for a new boarding barn, instructor and trainer.
But, the majority of your customers are acting like humans when
they become emotional, much like a horse acts when it is frightened, annoyed or
Isn't it funny how a good horseman patiently helps an emotionally
charged and fearful horse settle and calm himself from his fears, but can have
so much difficulty helping an emotionally influenced customer do the same?
Your current customers, not including the frequently fired
group, are your best source for ongoing revenue.
You are already an expert in horse handling skills. Why not develop your expertise in human