Be calm and listen if customers complain

Studies show that it is nine times more difficult to attract a new customer than it is to retain an existing one, so it is critical to keep your customers happy.

So, if you discover that a customer is dissatisfied, take action immediately to win back his or her confidence in the services you provide. People like to know that their opinion counts, and if they feel like you care about them, they will think positively about you and your business.

Stay calm and listen carefully to your customers’ complaints without interrupting. Acknowledge that there is a problem and empathize with upset customers. Let them know what you can do for them and make them aware of all of their options. Always treat your customers with respect. Customers should sense that you are calm but concerned. Your attitude when dealing with upset customers should be professional, mature, pleasant and reasonable.

The number one reason that customers stop buying from a business is because they were treated poorly by someone. In order to create loyalty, you have to calm down upset customers and assure them that you will work to find a solution that they deem acceptable. Let them know that their business is important. Thank them for their patience and cooperation. In many cases, it pays to reward upset customers in order to keep their business. Ensure that your employees understand how you expect customers to be treated.

A first impression is a lasting impression. Your appearance should signal that you are professional and knowledgeable. Nonverbal communication also says a lot. Your body language and tone of voice should be polite and tactful.

There are some people who will never be happy with your products or services. Repeated complaints from a customer are a sign that you cannot please him or her. Your business is better off without such customers and you may want to refer them elsewhere.

Don’t take criticism personally. Many discourteous customers act that way because they made a mistake and want to blame someone else. Don’t let these customers get to you by responding emotionally or giving in to outrageous demands.

Once you determine the problem and how it originated, you should take steps to ensure that it does not happen again. Learning about a problem can help improve your business if you make sure that the problem is avoided in the future. Don’t make the same mistake twice.

SCORE is a nonprofit association whose volunteers help start and improve small businesses. Send questions or volunteer inquiries to scorehouston@ gmail.com. 9 a.m.-noon, UH Bauer College SBDC, 2302 Fannin, Suite 200.

$39. uh.edu. www.sbdc.