It's human nature to avoid unpleasant experiences like customer complaints. Nobody likes bad news. But uncovering customer complaints and satisfying them can give you a powerful competitive advantage.

WHY YOU WANT TO HEAR CUSTOMER COMPLAINTS

Dissatisfied customers or clients can do one of 4 things:

1. Remain silent 2. Complain to a legal or public agency 3. Complain to friends and anybody else who will listen 4. Complain to you

Which choice would you like them to make? The best choice may surprise you.

You certainly don't want them to complain to a legal or public agency. And you definitely don't want them to complain to their friends and associates. Imagine how much business that can cost you.

Remaining silent may seem like best choice. But it's not, for 2 reasons. First, because it really won't happen. It's human nature for people to talk about their experiences -- especially experiences involving emotions like those generated by an unsatisfactory business transaction. The other reason you don't want a dissatisfied customer to remain silent is because it deprives you of chance to correct problem and save your relationship with your customer.

The best choice is to have your unhappy customer complain to you.

COMPLAINING CUSTOMERS ARE DOING YOU A FAVOR

When companies begin tightening reigns on spending due to a recession, you really have to put your sales skills to test. That one simple transaction becomes a tennis match of offer and counter offer that can lead to a failed closing if you aren’t careful. However, with a little creativity, you can still make your goals even during slow economic times.

1. Think outside box. You may have sold your product or service to same target market for years, but now is time to stretch your limits. Find ways to develop new relationships and partnerships with existing clients. Also, take a look at your product/service with fresh eyes. Are you missing a market? Is there someone else you could be selling to that you haven’t approached?

I know of a company who provides computer networking solutions. In past, they only offered installation. Now they are considering bringing in a subcontractor to offer training clients have requested.

They also previously sold directly to end-users. However, they are now offering their installation services for resale through electricians, video surveillance companies, etc. in order to reach new markets.