Marketing expert and author Maribeth Kuzmeski notes creating clients for life is all about building relationships based on real human connections. And one of the best times to help build or deepen those connections is when a client calls you after having a problem, she said.
"Some clients are just plain difficult. And yes, 'easy' clients can also become dissatisfied for a variety of reasons. The good news is that there are effective ways to handle conflict and resolve issues - and these methods will actually strengthen your relationship.
"Remember that quite often, unhappy clients will not even tell you that they have a problem. They simply move their business elsewhere. So, if a client thinks enough of you to give you the chance to repair a bad situation, take it. Play an active role in making your customer happy so that you can be sure to keep him or her on board with you," she said.
Ms. Kuzmeski has a few tips to help keep your business relationships from going bad and rescue those that have started to sour.
Extend a peace offering. Being proactive can help to squash any negativity clients may feel for you. A peace offering can be as simple as a hand-written note, a refund, or a coupon. Even the simplest of gestures can be effective: Offer an apology when you've made a mistake.
Don't follow your "strike back" instincts. "When faced with difficult situations with clients, instead of giving a reactionary, defensive response, offer solutions," she said. "Your first reaction may be to explain why you are right, why the client is overreacting, or to give her additional information so she can better see the situation from your point of view. However, if you check those reactions and instead start working toward a resolution, your chances of keeping that customer are much greater."
Get your client to listen to you by listening to them. People are more apt to listen to you if you listen to them with respect first. If they feel you are truly hearing what they are saying, they are more apt to listen to your suggestions.
Have a standard service protocol for your staff. By creating a service protocol, there is a menu for how client conflict situations are handled. This allows you and your employees to more easily resolve issues and deal with those impossibly and consistently difficult clients.
Constantly ask for feedback. Ask clients about what you can do better and how you can improve service.
Maribeth Kuzmeski is the founder of Red Zone Marketing LLC. For more information, go to
