How to Grow Your Business With Great Reviews From Unhappy Customers - Confrontational Patrons (6/8)

How to Grow Your Business With Great Reviews From Unhappy Customers - Confrontational Patrons (6/8)

It's important to remember that the goal of most unhappy customers is just to be made whole and not to take advantage of the situation. With that understanding, you now know that you can win repeat business by effectively addressing their problem on the spot. But to do that you have to retrain your instinctive response to customer complaints, because they really represent an opportunity to turn the angry man into a raving fan.

With that foundation laid we're ready to talk about the two basic types of dissatisfied patrons in the business world; confrontational and "nice". Let's begin by diffusing the type most owners fear most, first.

Dealing With the Confrontational Patron

Believe it or not, the customer, client, or patient who bothers to bring their dissatisfaction to your attention, which also happens to be the same type of patron most owners and managers try to avoid like the plague, is actually doing you a favor by telling you why they're dissatisfied. Instead of trying to get the same information second hand through expensive surveys and market research, you have someone in front of you who can give you all the gory details first hand. Here's how to turn this situation into a win-win outcome.

First, greet those who help pay your bills pleasantly and professionally. Express concern and listen attentively as they share their experience. Ask a couple of clarifying questions to show that you're tuned in to what they're telling you. Let your customers know that you appreciate their comments and that you will take the necessary steps to see that whatever negative thing happened doesn't happen again.

Then, find out what you can do to make the situation right for them. Approach the negative comment by asking "How can we make this right?", so you can maintain your customer's dignity and set the stage for repeat business.

Follow the steps of flexibility, problem solving, and recovery that I've outlined previously, and you'll probably find that the (s)he just wants to vent and have reasonable efforts made to make him or her "whole" for whatever problem they've experienced. As I've shared from my experiences in previous columns, many times an earnest, no-cost apology from someone who cared enough to listen empathetically is all that's necessary. The chances are good that you'll see them again, because (s)he feels valued and has been successful in their interaction with your business.

Finally, ask for a testimonial when the customer is satisfied with your corrective action. After all, how valuable do you think a testimonial of, "I brought my problem to their attention and they made it right!" would be to your marketing program?

The Bottom Line

Remember, new patrons are very expensive to recruit. Your profit is made from your current customers' repeat purchases, so every effort has to be made to retain them.

Most unhappy customers simply disappear and are never heard from again. So, when a confrontational customer, who you spent a big chunk of marketing money on to acquire, brings their complaint to you it's really your chance to retain them for repeat business. It's your opportunity to correct the specific problem and learn first hand how your business failed to meet their expectations (and also gives you the opportunity later to fix the organizational issue that is most likely quietly driving other patrons away, as well).

Finally, don't be afraid of losing control; diffuse the situation by asking, "What can we do to make this right?" Make a reasonable effort to right the perceived wrong and do a little extra to make amends (free shipping, maybe?). Then, make the whole experience a win-win by asking for a testimonial that you can use in your marketing program from your newly satisfied customer.

But, what about your "nice" customers who are dissatisfied and disappear without a peep? Find out in parts 7 and 8 where we'll talk about how to identify them, fix the problem, and keep them coming back.

Dan Elder is an experienced business coach and management consultant with Business Growth Accelerators, specializing in growing professional practices and retail and service industry businesses. He offers a free initial phone consultation to those interested in significantly improving their business situation. Learn more about how he can help you at bgaccelerators.com/services-business-coaching.html.

Dan is also a regular columnist for Business in Savannah (The Sava

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