At end of day, good business is all about trust. And being real is best way to gain that trust. So take my advice? Get objectivity. Not from mom or neighbor, but real objectivity...and then listen and act on what you hear. You'll be glad you did.

I am fascinated by Bill's ability to handle these situations. I asked him to describe in detail how he was able to defuse these potential explosions before impact. This is what he told me:

1. At beginning of interaction, listen. Don't talk. Interrupting customer's monologue would be regarded as a lack of interest and respect.

2. Don't come to any quick conclusions. Wait until you have customer's entire story, so they feel you've heard them out in full.

3. To prove you were listening closely, paraphrase customer's statements.

4. If confrontation escalates and customer becomes angry, try to concentrate on customer's message instead of their anger. If you let customer drive you to angry statements and outbursts, you will create a downward spiral that will never end well.

5. Remember that your objective is to show customer you want to help. Becoming angry or argumentative would only prove that your sole concern is yourself and your interests.

6. If you come to an agreement indicating that customer is wrong, try to avoid making situation embarrassing for her.

7. Above all, always, always, always apologize, even if you know you did nothing wrong.

Always do your best to avoid turning a minor disagreement into a major argument. If customer comes in angry, do what you can to make sure he leaves placated.

Unfortunately, there are some customers who don't deserve to be dealt with in respectful manner described above:

1. Any customer who attempts to influence you toward some illegal or unethical action. For instance, if a customer wanted a receipt in excess of what was paid, that customer is not worth your patience.

2. Some customers are more trouble than they are worth. If you are forced to ignore a dozen customers because you are busy dealing with one difficult customer, you will have lost more than you gained.

3. The worst kind of customers are those who revel in being unpleasant and rude. Some take power of their position so far that verbal abuse seems perfectly acceptable to them. These customers should be asked never to return.