Luke wrote in message ...

SCHNIP

I understand a satisfied customer is essential to a prosperous business
relationship. It's to your benefit to have him riding and enjoying his
bicycle as much as possible. And to that end, the right equipment and
good service are requisite. But at what point do you continue to serve
an obstinate customer knowing that to satisfy his wants is at cross
purposes to serving his needs? Have you patently refused to entertain a
customer's request in order to, in effect, protect him from himself?

luke

It's a wonderful "Catch - 22" situation...

If the customer KNOWS what he needs he or she is often VERY resistant
to any suggestion the they may be wrong. Often either you are calling
them stupid or trying to sell them something different because you
make more money... even if it is totally inappropriate. As an aside
(and no refrence to you or your post) one of the funniest things in
retail is the "expert friend" ... this is the guy who comes along with
the buyer to make sure he gets what he really needs. So you usually
end up with two people who don't know what they are talking about
trying to decide what to buy.

Often the only thing you can do is point out the problems he "may"
have and the things he may need to Worry about, then suggest the
option where he wont have to worry..

In the whole features vs. benefits discussion often the greatest
benefit you can sell a customer is "you wont have to worry..." (Hell
nobody wants to buy something they'll have to worry about )

I only once had to refuse a customers request... He wanted his bar
ends mounted backwards ... pointing back towards him .. and slighly
down towards his knees. I told him why it was a bad idea and told him
that I would install them the correct way but would not do what he
wanted.. sombody in town did though.

Finally .. I agree that the wheel he purchased was definately not the
best choice but the problems he's having sound far more serious than I
would have expected... Unfortunatly since he is on to shop three with
the same wheel there is bugger all that can be done now.