Customer complaints can cause you to lose future sales from customers and from everybody else who hears about their bad experience. Or you can turn customer complaints into more sales from these same customers and people they influence. How you handle your customers' complaints determines which of these two results you get.

Here are 7 simple actions you can take to turn customer complaints into more sales.

1. PLAN FOR COMPLAINTS

You can never eliminate every customer complaint. Some mistakes happen regardless of how carefully you try to prevent them. Expect to get a few complaints periodically. It's part of operating a business.

Handle complaints with a positive attitude. Strive to preserve your relationship with complaining customer instead of your immediate profit from them. Make your customer happy now and they will reward you later with more sales.

2. MAKE RESOLVING COMPLAINTS A PRIORITY

Surprise your customer with a quick response to their complaint. If you cannot solve problem immediately, let them know you consider it a priority. Then do whatever you can to resolve problem fast.

The longer a customer has to worry about getting their problem solved less likely they will accept a satisfactory solution and remain your customer.

3. CONDUCT YOURSELF PROFESSIONALLY

Conduct yourself professionally even when a complaining customer does not. Complaining customers sometimes act hostile because they expect you to resist solving their problem. You can calm their hostility by letting them know you genuinely want to help them. Assure them you will do everything possible to solve their problem.

4. TAKE RESPONSIBILITY

Take responsibility for resolving your customer's complaint even if problem was not your fault. Apologize for inconvenience. Briefly explain probable cause of problem. Then tell your customer exactly what you will do to correct it.

Every good marketer is always looking for new and profitable ways to create residual streams of income. Viki Nygaard of Mount Evans Designs (http://www.mountevansdesigns.com) has discovered one such way. Let’s eavesdrop on our conversation to find out how you can share your knowledge in a new, innovative way and earn a profit from two sources at once!

KARON: Hi Viki! Thanks for taking a few minutes to tell us about your endeavors.

VIKI: Sure, Karon! Always a pleasure!

KARON: Tell us what you’re doing in “knowledge” arena that’s bringing you success.

VIKI: I’m teaching online courses at a virtual school called LVS Online. (http://www.lvsonline.com)

KARON: “Virtual” courses? How so?

VIKI: I create lesson plans, and send them to students (one per week) to complete. They then post their lesson assignments online for me to review, correct and critique. Everything I need to hold classes is provided by LVS Online.

KARON: Sounds interesting! Tell us a little more… like… does it cost anything to teach virtual classes?

VIKI: In my case, it doesn’t cost me any money up front. However, school does keep a percentage of profits. Of course, time is money and it does take a lot of time to actually write lessons and also to communicate with students, in both answering questions and critiquing homework.

KARON: So all your “expense” is in time?

VIKI: Right.

KARON: You mentioned there are two streams of income that you get from teaching. One is obviously what you’re paid for each student who signs up. What’s other?

VIKI: Backend sales of products or services I introduce to my students.

KARON: Ahhh! So LVS allows you to sell to your students?

VIKI: ONLY if it’s applicable to class.

KARON: How much money can be made from classes, Viki?

VIKI: Well, it depends on number of students and a couple of other factors, but you could easily get between $500 to $1,000 per 6-week class session.

KARON: Really! Just from classes? Great! And what are qualifications for teaching virtual classes?