Whether you run a retail store or you provide business-to-business services, you'll occasionally come in contact with a customer who tries your patience. These tough customers can monopolize your time, create a stressful atmosphere and make employees and other customers uncomfortable.

Knowing how to identify and handle difficult consumers can help you turn a negative situation into an opportunity to build a stronger relationship. Difficult customers come in a variety of forms, including:

1. Angry
2. Indecisive
3. Demanding
4. Impatient
5. Intimidating

Action Steps
The best contacts and resources to help you get it done

Assess your customer service IQ

Proper handling of difficult customers can defuse potentially explosive situations and turn dissatisfied clients into loyal customers. Taking the wrong approach, however, can permanently sever the business relationship and generate bad word of mouth.

I recommend: Take this customer service quiz from Donna Earl Training to see how you fare in dealing with tough customers.

Make customer retention a priority

Ensure that everyone in your organization understands the value in retaining customers, even the difficult ones. Losing a customer means losing the value of all the purchases he or she would have made for years to come. This is known as lifetime value (LTV). You and your employees will work harder to find solutions for difficult customers when their lifetime value is kept in mind.

I recommend: Download an Excel spreadsheet from ZeroMillion.com to help you determine the lifetime value of your customers.

Listen up

One of the best things you can do when faced with difficult customers is to listen to them. By listening to what they're saying, you can come up with solutions.

I recommend: In retail or call-center environments, provide employees with a cheat sheet that includes reminders to listen when a difficult situation arises.

Use calming and focusing techniques

If customers get angry or start yelling, employ calming techniques to defuse the situation. Keeping your tone of voice even can compel someone who's screaming to lower their voice. When customers go off on tangents or are indecisive, bring them back to the issue at hand by asking pertinent questions.

I recommend: Vital-Learning.com offers an interactive, online course on dealing with difficult customers that's designed to improve your calming and focusing skills.

Arm your employees with knowledge

The best weapon against difficult customers is proper training. Give employees the tools they need to deal with stressful situations.

I recommend: Belding Skills Development Corporation and Donna Earl Training provide on-site seminars on the best ways to handle difficult customers.

Focus on solutions

One of the quickest ways to get a customer to stop harping on a problem is to ask them what you can do to rectify the situation. Once you have an idea of what the customer wants, you can identify and offer solutions.

I recommend: Find numerous problem-solving techniques at 1000Ventures.com.

Follow up

Make it company policy to follow up with difficult customers to make sure they're satisfied with the agreed-upon solution.

I recommend: Maintain customer contact information in a database, such as ACT!, that includes reminders so you'll remember to send an email or make a phone call in a timely fashion.

Say no to abuse

At no time, should you or any of your employees be expected to endure physical abuse or profanity. When faced with this situation, maintain your composure. Inform the customer that if they don't change their behavior, you'll need to hang up (if you're on the phone), call security or escort them out of your establishment.

I recommend: Consider contracting with a private security firm; locate one in your area by searching for "security guards" at YellowPages.com. Install a visible security camera and put up a sign to alert customers that they're being taped. People are less likely to lose control if they know they'll be caught on film.

Set up a complaint system

When difficult customers refuse to accept any of the solutions offered, provide them with an opportunity to air their grievances. Assure customers that someone will respond to them within a certain amount of time.

I recommend: Set up a toll-free number or add an email address to your account so customers can lodge their complaints.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Most disputes can be avoided by effective communication. For example, post your policies on returns or refunds and be sure to place them in a place where customers can see them. If possible, try to include this same information on receipts or sales agreements.
• •  Take notes when talking to difficult customers over the phone. An angry customer will only get more upset if they have to repeat information over and over.
• •  If you start to feel upset or angry when dealing with a customer, it's best to excuse yourself and ask a co-worker to step in. Sometimes a fresh perspective is all it takes to diffuse a situation.
• •  Often it's best to let customers vent their anger without interruption, or you risk setting off the complaint from the beginning.