It’s good to know that we’re not alone, isn’t it? I’ve come across nearly IDENTICAL customers. I’ve proffered some theories, but I’m honestly still a bit baffled myself. This phenomenon often reminds me of the “Norquists” to which a reference is made in Glengarry Glenross: “They just like to talk to salesmen” Maybe it’s just as simple as that…

TOM CIOCCO

I came late to the party so I’m still reading past blogs. I just read your entry for March 22, 2007, Pseudobacchus Difficilis. It brought back painful memories. I’m a banker by day, but I work part-time in a wine shop. I’ve been in customer contact roles in the financial industry for many years, but none of that experience prepared me for these odd wine shoppers.

A man once asked me if we had any wines that, “have a lot of plums”. I immediately took him to the Merlot isle and suggested two or three of my favorites and described some of their other characteristics. Without any reaction to my suggestion he asked if we had any red wines with a little sweetness. I showed him what we had and described them further. This cycle repeated itself through about three or four more wildly disparate characteristics. Becoming weary of this dance, I politely told him I would let him browse and I would remain handy if he had any more questions. A few minutes later I noticed him walking to the check-out line with two or three wines in his arms, none of which were any of my recommendations, nor did they have any of the characteristics he said he liked. This same person came in a month or two later and repeated the process almost verbatim.

I also find it interesting how many customers seem to pass judgment on each salesperson with just a brief glance. One of us will ask a customer if they need help selecting a wine, only to be told that they are just browsing. One minute later another salesperson will approach the same person (not knowing that they have already been asked) and ask the same question, to which they sometimes reply, “Oh, yes, I’m looking for…blah, blah, blah” Baffling.

You have my sympathies.

Also, on most occaisions recommended wines are not good, but bad. Perhaps I’ve been talking to the wrong salespeople, ones without desks .

Maybe the answer is: One, but she really has to want to change.

OK, I’ll bite…

TC

I also have been in the exact same situation, and have employed the very same technique, with an equal amount of success, but the difference here in my opinion is that your customer was just overwhelmed, and needed to hear “buy this one”, and you were able to convey that with a level of authority that made the sale.

The “Pseudobacchus Difficilis” I think is a different animal…my read is that this person is a sort of “Consumer Reports” skeptic - the kind of person that is highly doubtful about unquantifiable subtleties, as well as wines that cost more than “X” number of dollars. These are folks that have little faith in the opinions of “experts” and take a certain level of pleasure in poking holes (or at least trying) in their opinions. They also seem to be very sensitive about being embarassed, wrong, or made a fool of.
They seem to WANT to learn, but can’t let go of their egos and/or their lack of faith in their own judgements…another small point, I mention that the “Pseudobacchus Difficilis” tends to skew more female than male…the reason for this is the “I’ll never in a million years ask for directions”
phenomenon present in so many men. The same thoughts and insecurities may exist in many “Pseudobacchus Difficilis” males, but they’ll never reveal themselves as one. They’re content to curtly fend off assistence, and eventually make a decision based on either price point or name recogniton.

In the end, this unfortunate type has to “want the cure” to ever emerge from the hole he/she has put himself into. It requires a certain level of trust, and a willingness to make a “mistake” or take a chance, and the real hardcore “Pseudobacchus Difficilis” is beyond any real help until he is willing to “let go” a bit. The sad thing is is that their behaviors tend to repel those that can help, which just perpetuates the problem.

TOM CIOCCO