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By Colleen Francis

Every agency, no matter how well managed, local or multi national will have to deal with dissatisfied or even angry clients from time to time. Sometimes the client is justified in their complaints while other times they are not. Regardless of their justification for being upset, the handling of the situation can have far reaching impact on your business.

Now, lets talk about techniques that you should consider when dealing with that dissatisfied client.

American Management Association research into consumer behavior indicates that the average satisfied client tells three people about his experience but the average dissatisfied client gripes to eleven other people. Negative word-of-mouth advertising is a problem few agencies can afford because complaints tend to spread and expand like fishing stories and let's face it, you work in a small industry segment!.

Here are 7 simple steps you can use to turn a complaining client into a loyal client for life

Step one -  Make an exclamation that puts you on their side. "OOOH that's terrible!" or "WOW that's horrible!"  are great exclamations because they put you on the same side of the issue with the client and shows that you care about the complaint. Acknowledging the clients right to be upset is the first step in calming them down - especially if they are visibly upset or angry.

Step two - Thank the client for sharing the information with you. Rather than saying "I'm Sorry" say "Thank you for sharing this with me". That will put the client at ease and indicate to them that you emphasize and are about to take action.

Step three - Make a positive action statement. Example - "Now that I know, I can take action to get something done right away" The client doesn't want sympathy or excuses, they want the problem solved.

Step four - Ask them for suggestions. "What will make you happy?" is a magic question according to Jerry Wilson. I like to use "Mr. Voice, what would be your ideal solution to this problem?"  It's interesting to note that often the dissatisfied client will ask for something less in settlement than you would freely offer when they are part of the solution. Angry clients often react negatively to solutions that they feel they have not had any say in. Step three helps to give your client a feeling of control over the issue.

Step five - Solve the issue. "Mr. Voice thanks again for brining this to my attention. I appreciate the opportunity to make the situation right by….. (What ever the client and you agreed would be the solution) We want to keep you as a valuable client and I am sorry you experienced this.

Step six - After the issue has been resolved and the client has left your office, or hung up the phone send them a thank you note and small gift. Thank them again for allowing you to resolve the issue for them and for their loyalty. This token of appreciate will ensure that they make their placement with you and start to talk to their friends about what a great job you did in solving the issues.

Step seven - Call them to follow up. Conduct a quick survey to make sure the issue is still solved to their satisfaction. Wait about 10 days and make the call. Be sure to conduct this call over the phone, or face to face, an email will NOT cut it. This is your chance to connect with the client again, in a more positive communication. You will build rapport and enhance trust.

Think carefully about how to apply this to your agency and your client base. If you tend to hear similar complaints from a number of clients, document those complaints and brainstorm with your colleagues about what the best solutions are. That way, if your client does not know how they would like you to resolve the issue you can make suggestions that you know work.

Okay, now we've talked about how to deal with client complaints. Think hard….Is there anything you can do to foster a great impression of your agency that will actually help to reduce complaints?

Colleen Francis, Sales Expert, is Founder and President of Engage Selling Solutions (www.EngageSelling.com). Armed with skills developed from years of experience, Colleen helps clients realize immediate results, achieve lasting success and permanently raise their bottom line.

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