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If you are a salesperson, you have most likely encountered this - the phone call that comes in from an unhappy customer. Not only does it create extra work for you, but it cuts into your selling time. You can and should see this as a tremendous sales opportunity and a chance for you to become a hero. What if they corner you at the next trade show and confront you in front of other the rest of your team, or worse - another perspective client.

Though it may be difficult to not butt-in, just listen and let your customer vent. Listening allows you to determine what they are really angry about. Determine what the customer is really asking for. If upper management needs to be addressed, this gives you an opportunity to set up a meeting and establish a relationship.

Escalate the issue within your company and make sure it gets into the right hands within your organization – who dropped the ball? And remember, making enemies out of your own team is never smart. Pointing the finger and placing blame on someone else is not only immature, but does not resolve anything for your client. Explain the urgency of the situation and request that the parties involved give you updates along the way. Schedule meeting times or conference calls throughout the day to give them specific deadlines and keep things moving. Be sure to update your customer on the progress at every step of the way.

Set up a meeting with your client and his boss. Bring in your management team and use this opportunity to show everyone involved how you are going to take action. Create a plan for resolution - then be sure to follow up and meet your promises.

Unfortunately many clients have low expectations of sales people. But you can make this work to your advantage by exceeding their expectations, providing excellent customer service and showing them that you follow through on your commitments. It’s the best way to build trust and lasting relationship and before you know it, your most disgruntled customer could become your best source of income.

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