by Angela Beatty

Created on: October 24, 2008

Marketing 101: Shine Your Lucky Penny

Business owners from the Mom and Pop pizza shop to the biggest chain store CEO share a common dread, the irate customer. How many times has your ear burned from the sizzling anger zinging from your office phone? The temptation to slam down the phone, dust your hands, and write them off as a kook is overwhelming, but not always the best choice.

So often we reach for the stars by studying marketing strategies, hiring marketing experts, and putting a lot of money on the line to lure new customers. All the while, we are blind to the wealth lying at our feet. This probably isn't the most exciting news you've ever heard, but unhappy customers are your lucky penny in the marketing world.

Let's stop for a minute and think of the information an angry consumer throws in your lap:

Knowledge about the quality of your product Insight about level of service your business is providing Facts about what you need to do to build lasting customer relationships

Why pay a marketing expert thousands of dollars to tell you exactly what an angry customer will give you for free? Frankly, it's easy to forget that customers are the foundation of what business is all about, and all of the marketing techniques are bonuses.

The next time you're cringing as a red-faced customer goes off the deep end and screams in your face that there's an idiot born every eight seconds, don't give them a long look and say, "Yes, it appears to be true!" Pick up that lucky penny and start to shine it.

1. Don't be afraid to acknowledge the fact that they are upset. They WANT you to notice or they wouldn't take the time to contact you.

2. Make a positive statement to reassure them you are listening. When they realize that you intend to do something, they will calm down enough to help you get to the real root of the problem.

3. Make a sad/glad statement. Tell them you are sorry they are angry, but pleased they took the time to let you know so that you can help them.

4. Use the magic phrase, "What will make you happy?" Don't get in a big hurry to make offers. You'll usually find that customers are satisfied with less than you would have expected. You might save yourself a lot of trouble by letting them decide what you should do.

5. Settle it. Let them know they are a valuable customer.

An angry customer who realizes he or she is valued is quickly converted into a loyal customer. And the cost? Who say the best things in life aren't free?

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