¶ … 2009

Persons involved: Myself, Marty, male customer

Details of the incident: A customer came into the store during the morning of November 3, 2009. I discussed with the man several ATVs and was close to completing the sale. At that point, the man mentioned that the ATV was a birthday present for his son. He had hinted that his son had only wanted an ATV for three weeks and there was no indication that neither the man nor his son had any previous ATV experience. I was hesitant to ring up the sale, knowing that such a product may not be appropriate for a boy of that age. Marty intervened and range up the sale. In the process, he specifically told the customer that the boy would not require special training to handle the ATV.

Ethical issue(s): The incident raised questions about our sales tactics with respect to ATVs. There were several contentious points involved in the transaction. The man clearly had little experience with ATVs. His son wanted an ATV after seeing ads on television and there was reason to believe that the son would drive the vehicle recklessly if he did not receive proper training. Although the vehicle was not especially power (125cc) it may have been too powerful for an 11-year-old boy (the boy was a week from his 11th birthday), and certainly one whose parent is inexperienced. These vehicles are dangerous if mishandled and as such we should have taken the opportunity to promote safety with this customer.

Proposed Resolution: The store should implement a training program for its sales staff so that each staff member understands the issues with respect to ATV safety. The store cannot enforce an age minimum for a product that is purchased by parents, but it can impart upon the parent the need for proper safety precautions. Sales staff should take the opportunity to match the customer with the right product for his or her needs. Sales staff should also take advantage of the opportunity to cross-promote our in-house training program and complete the sale of one or more helmets, gloves and other safety gear.

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