The Song and Dance of Customer Returns

By Dan Kurash, Store Manager at JC Licht

When it comes to a contractor and DIY-centered home improvement location, it can be important to keep in mind this word regarding counter sales: reciprocation. Reciprocation within any interaction lends itself to both parties giving and taking. Sometimes, one side gets more and sometimes they get less.

It is reasonable to suggest the relationship is ongoing within the parameters of sales transactions for this space, especially among long-time loyal customers. Depending on what rules a particular business has in place for returns and other sales transactions, the benefit of being partners often pays off with solid ROI.

For example, if the policy is a 60-day return period, and the long-time customer is back in 61 days needing to return a small stack of treated lumber and deck screws that were leftover from the deck job, is denying that return one day late worth an interaction that can possibly tarnish a relationship? It’s hard to say; it is a decision that each business should make according to their rules. Will accepting the return yield more long-term sales? Likely, but you never know.

According to a recent Forbes article, reciprocity is strongly rooted in human nature. It provides a sense of base and ability to interact well with others. The article points out how reciprocation is crucial because it increases trust, fosters a sense of collaboration and drives engagement among those involved with the transaction or business at-hand. In a sense, it empowers others to take ownership and also be a part of the sales mix.

This does not provide an invitation to get taken advantage of at the sales counter, so it is important to pay attention and notice trends relating to purchase history. If that particular customer is now returning items regularly, something may have changed. Perhaps the scope of their work shifted, or they are trying a different product. Either way, it does provide you with the opportunity to become a stronger partner with their business by being firm with returns but also understanding.

As a Business.com article points out, repeat customers ultimately spend more. This paves the way for long-term stability and takes the pressure off the constant need to find new customers—not that doing so is bad in any way—while also becoming natural advocates for your location and brand overall. At the end of the day, the harmony within a reciprocal business relationship can really pay off financially and professionally.

Meet Dan

Dan Kurash is a store manager for JC Licht, the Midwest’s largest retailer of Benjamin Moore paint and a leader in high-quality wallpaper and window treatments. He has a degree in print journalism from the University of Illinois at Urbana-Champaign, and has worked in the newspaper and public relations industries. He lives in Illinois with his wife and children.