Training Modules
De-escalating Situations
One of your primary roles as a retail attendant is to serve a gating function: you will often be asking to verify the IDs of potential customers, and identifying if a customer is intoxicated or a potential second party purchaser who is buying alcohol for someone that is not legally able to purchase alcohol for themselves (e.g. minor, person who is intoxicated). Inevitably, you will have to tell some customers that they cannot purchase alcohol. While many customers will handle this well, others may try to negotiate, charm, or intimidate you into ignoring your responsibilities and letting them purchase alcohol. In these situations, there are several de-escalation techniques that you can use:
Stay calm
People react to the emotions of others. When faced with a customer who is upset at you for doing your job, it is easy to mirror their anger back at them. It is important, as a retail attendant, to avoid escalating the situation by maintaining your composure, rationality, and professionalism. While you can't control the other person's behaviour, your response can significantly influence the outcome. Practice calming techniques such as deep breathing and positive self-talk to help manage your own emotions.
Non-verbal cues
As a dimension of staying calm, remember that your non-verbal body language is often just as important as what you say. Be mindful that your gestures, facial expressions, movements, and tone of voice convey neutrality and calmness. Use non-threatening body language and maintain at least six feet of distance between yourself and the customer. Placing distance between you and the customer can reduce feelings of threat or fear, which will support you in retaining your calm mind.
Empathize
When someone expresses feelings or actions that may seem irrational or unusual to you, try to acknowledge their emotions without judgment. Even if you don't understand their perspective, it's important to recognize that their feelings are real and significant to them. In fact, listening attentively with supportive statements like “I'm here to assist you. How can I help?” can demonstrate empathy and may transition the interaction to a more positive place. In the alcohol context, an example of being empathetic could be refusing the sale by saying “I'm sorry but I cannot sell alcohol to someone who is under 19 years old. It is not personal; it is the law”.
Focus on solving the problem
When tensions are high, it’s easy to fixate on who is right or wrong. Instead, avoid the argument and power struggle by shifting the focus from asserting authority to collaborating on resolving the issue at hand. Redirect attention to finding mutually agreeable solutions rather than getting caught up in disagreements over who is correct. In the alcohol context, an example of being focusing on solving the problem could be suggesting you can set aside product for a customer who doesn’t have an ID on them, saying something to the effect of “Now that I’ve asked for ID, I’ll need to see it to complete the sale. Since you don’t have your ID on you, I can set aside the product for you; if you come back with an ID I’d be happy to complete the sale.”
Allow Time
Providing time for silence, or time for the customer to think through a decision, provides the customer with time for reflection and lowers the pressure that they may feel in the moment.
Set Limits
Finally, if the person's behaviour becomes disruptive or aggressive, establish clear and enforceable boundaries. Present choices and consequences respectfully, using simple language to ensure clarity amidst heightened emotions. Avoid making commitments you cannot fulfill. In the alcohol context, an example of setting limits could be refusing the sale by saying “I'm sorry but I cannot sell alcohol to someone who appears intoxicated. I am happy to escalate this by calling over a manager who can speak to you about this further, but I won’t be able to sell you alcohol; the law makes it clear that I can’t”.
By employing these strategies, you can effectively manage and de-escalate challenging situations while promoting a safe and supportive environment for all involved. To get comfortable and ensure that you’re prepared, ask a colleague or manager at work to role-play some scenarios with you.
Refusing a sale
Remember, selling alcohol responsibly is a legal obligation for any retail business with an alcohol license. You must always decline the sale of alcohol to:
Individuals who are underage or cannot provide valid identification proving they are 19 or older.
Customers who are, or appear to be, intoxicated.
Customers whom you suspect are purchasing alcohol on behalf of a minor or an intoxicated person.
Using the de-escalation techniques outlined above, you will occasionally need to refuse an alcohol sale. When doing so, remain calm and empathetic, allowing the customer time to process your decision. Express gratitude for their understanding and cooperation. It is crucial to stand firm once you or an employee has decided to refuse the sale. Be polite yet resolute and avoid engaging in arguments with the customer
