Explain the “Why” When You Say “No” to a Customer
By Jeremiah Gore
How many of you enjoy (or enjoyed) going through the checkout lane at Target or your favorite grocery store? With little kids?! I remember taking my daughter with me through Temptation Aisle, and she often said, “Daddy? Can I get something because you love me so much?” How was I supposed to say No to that?! But yet I did…sometimes. Usually, when I had to say “no”, I would say “No, because I said so” and combine it with “the look”. You remember the look your parents would give you, and you knew it was time for the shenanigans to end.
Yep, I got that look from my parents, so my daughter quickly knew that “no” meant “no”. But that methodology only works so long before you need to begin explaining WHY the answer is “no”. Why have we used “No, because I said so” with our customers for so long and still expect positive outcomes? Not only do we sometimes need to say “no”, but we need to be able to explain “why” as well.
Saying “no” can be a challenging task, especially in situations where we want to please others or avoid conflict. However, sometimes saying “no” is necessary to protect our well-being, prioritize our time and energy, or maintain our company values and personal integrity. When we say “no,” it can be helpful to provide an explanation for our decision, as it can help others understand our perspective and avoid misunderstandings.
Explaining “why” helps others to understand our perspective. For example, let’s say that a friend invites us to a party that we don’t want to attend. If we simply say “no” without providing a reason, our friend may assume that we don’t value their friendship or that we have some other underlying issue. However, if we explain that we are feeling overwhelmed with work or that we have other commitments that night, our friend is more likely to understand our decision and not take it personally.
Similarly, if we decline a request from one of our customers, providing a clear explanation for our decision can help them understand our company’s reasoning. For example, if we are saying “no” due to the issue still satisfying our or industry-wide performance standards, explaining this to our customers may help them understand that we are not simply avoiding the request, but rather trying to maintain our standards effectively, uniformly, and fairly. This can help us maintain positive relationships with our customers and avoid creating additional and unnecessary conflicts.
Moreover, explaining why we are saying “no” can demonstrate our thoughtfulness and consideration for the other person’s perspective. By providing a reason for our decision, we show that we have considered their request and are not simply rejecting them out of hand. This can help build stronger relationships and foster greater understanding between us and our customers.
Ultimately, the decision to explain our reasons for saying “no” depends on the specific circumstances and our own personal comfort level. Providing an explanation can be helpful in building stronger relationships and avoiding misunderstandings. Whatever the case may be, it’s important to prioritize effective and transparent communication and know that we should respond with confidence when it comes to saying “no.” By doing so, we can maintain our integrity, protect our relationships, and provide the best customer service possible…even if they don’t necessarily agree with receiving a “no” response.
Previously I’ve written about saying “no” and how it always needs to start with empathy. The second step is to say that you “won’t” fulfill their request versus saying you “can’t”. Now follow that up with WHY you won’t be able to fulfill your customer’s request. Confirm that they understand and that you are back on track.
I assure you that you’ll be less likely to see a tantrum as compared to those parents at the grocery store having to navigate their way through The Checkout Circus.
