Rules, quality and ethics in trade

Trade is built on trust, but also on rules that protect both buyer and seller. You don't need to know the law by heart, but you should know the most important rights and obligations so you treat customers correctly.

When a consumer buys a product, they have the right for the product to be as it should be. If there's a defect not caused by the customer, they generally have the right to complain and get the product repaired, replaced, or their money back. If the customer buys remotely, for example in a webshop, they also typically have a right of withdrawal within a period.

Many confuse the right of complaint and warranty. The right of complaint follows from the law and applies to defects that were in the goods from the start. A warranty is something extra the seller or manufacturer voluntarily gives in addition. As a retail employee, you must be able to explain the difference so the customer understands their rights.

Prices and offers must be honest. You cannot call something an offer if the price is not actually reduced, and you cannot promise properties the item does not have. Misleading customers is not only illegal — it destroys the company's reputation.

• 01Sell the customer what they need, not what gives the biggest margin
• 02Be honest about delivery times and limitations
• 03Handle complaints fairly, even when the customer is angry
• 04Stand by a mistake and correct it

“A satisfied customer might tell one. A cheated customer tells everyone.”