Salespeople must know how to handle customer complaints. Effectively responding to dissatisfaction ensures loyalty and advocacy. Plus, it helps protect your company’s reputation. 

As Pipedrive points out, “Effectively addressing customer complaints is the key to maintaining trust and loyalty when things go wrong.”

Smart responses to customer complaints

When first hearing of a complaint, sellers’ first step should be to acknowledge it. And the sooner, the better. Respond quickly, whether via email, social media, phone, or in person. A fast reply shows you value their time. It also shows your commitment to resolving the issue. 

When first addressing a customer complaint, you must listen. Sellers are often eager to handle a problem. This can lead to dismissing or glossing over a customer’s concerns. But in doing so, sellers can overlook the root of a complaint. 

“Unless you understand the root cause, further diagnosis cannot be effective,” Sovil Kadoo shares on LinkedIn.

“Take the time to listen carefully and thoroughly grasp a customer’s complaint or issue,” Pipedrive advises. 

To fully understand customer complaints, sellers should:

• Engage in active listening. This involves visual cues, such as eye contact and nodding, to show engagement.
• Ask open-​ended questions. These invite a more thoughtful response than questions that can be answered with a simple “yes” or “no.”
• Clarifying key points. Make sure you and the customer are on the same page by confirming what you think they mean.

Offer empathy

Effective responses to customer complaints always demonstrate empathy. Acknowledge the validity of their complaint without reacting defensively or brushing it off. Showing empathy demonstrates your genuine concern and willingness to resolve the issue.

Not sure how to demonstrate empathy? Use words that show you care about how the customer is feeling. Repeat back specific words or phrases they use to show you’re hearing them. Consider using empathy statements, like, “I understand why you’re frustrated.” 

And validating their feelings also helps build and nurture trust. People want to work with sellers who care about them and their business. Showing empathy does just that.

Apologize

Once you understand the root of and validate the complaint, it’s time to offer an apology. This can be difficult, especially if you don’t feel you are in the wrong. But apologizing for their dissatisfaction is part of customer service. 

Pipedrive encourages sellers to be genuine when they apologize. This is especially important if not done face-​to-​face. Customers will not trust an apology that seems automated or generic. 

Accept responsibility for how the customer is feeling, using “I” or “we” statements. And as Pipedrive adds, focus on offering explanations rather than excuses. 

“Don’t make excuses for the issue. It’s important to explain why something happened without sounding defensive.”

Detailing what went wrong can help pinpoint the cause and prevent it from happening again. 

Confirm a solution

Once you’ve completed these other steps, it’s time to look ahead. Share a potential solution that will address the issue, and be specific when possible. Offer the customer a range of choices to make them feel more engaged and content. If additional time or details are needed, inform them of when and how you will provide an update.

Pipedrive even recommends assuring the customer that the problem won’t happen again. 

“If the customer knows you’re actively trying to prevent a recurrence, it will restore their faith in your services.”

Customer complaints are not an enjoyable part of being in sales. But knowing how to expertly address them ensures continued satisfaction, and even an opportunity to improve. 

By listening, empathizing, and providing clear solutions, you can turn dissatisfaction into loyalty. Ensure customers return and advocate for your business.

And for more tips on how to professionally navigate difficult conversations, take a look at this post.

Photo by Towfiqu barbhuiya