Any person who has ever been in sales, has been faced with an unhappy customer and found themselves in the unenviable position of having to juggle the customer's, their employer's and their interests. This can be a very tricky situation, but the following principles may help in paving the way to eventual agreement and compromise.

1. Address the complaint, not the person

Some customers can become very difficult and even emotional. In order to avoid conflict, one of you must remain calm. Take a deep breath and choose to address the complaint and the issue at hand and do not be tempted to make it personal, even if the the customer does. This will help to defuse the situation.

2. Make your customer feel valued

No matter how trivial or unreasonable your customer's complaint, treat it with respect and make it known from the outset, that you value his/her patronage and take their grievance seriously. Watch your body language. Remember most of what we say is unspoken and will speak louder than your words. Make eye contact and assure the person of your willingness to solve the problem. Most of a successful outcome will depend on your treatment of the person, rather than the eventual solution.

3. Focus on the solution, not the problem.

Allow your customer to express their frustration and unhappiness, but do not spend endless moments re-hashing this. No matter what the problem, it is a solution that you seek, not justification. Remember that it is not a matter of being right or wrong, but finding a solution that will solve your client's problem.

4. Do not make promises that you cannot or simply won't keep.

This can be very tempting, especially since it may seem like a quick solution and easy way out. Be aware of your company's policies and what you can and cannot commit to. If you are not able to make a decision, find someone who can. You want to under promise and over deliver. That way your customer will feel that he/she has won and achieved more than anticipated.

5. The relay principle

Should none of the above work and you fail to establish a rapport with your customer, it is time for what I call the relay principle. Inform your customer politely with a big smile on your face, that you seem unable to solve the complaint to their satisfaction and that you will refer them to a colleague or superior better suited to help them, should that be their wish. Only in extreme cases will a customer not back down and be willing to compromise; if not you have paved the way to success for the next person.

6. Do not side with your customer against your employer

You may support and even agree with your customer, but it is your employer who pays you. There is a big difference in empathizing with your client, expressing understanding and bad-mouthing and being dis-loyal to your employer. Fight for your customer, but remember what your job is and do not burn your bridges, nor bite the hand that feeds you.

This is by no means a comprehensive guide to dealing with an unhappy customer and you would be well advised to educate yourself in this respect. There are some good books and other material out there on conflict handling and customer services. Get some and train yourself, for you will face unhappy customers and it helps to be prepared.

Learn more about this author, Stephanus Van Schalkwyk.
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