Succeeding in business is all about capitalizing on opportunities- the trick is recognizing them when you see them.

Just like a bloke walking down the street in torn clothing may not be a tramp, but a millionaire who blew in after a buck’s night, so too may a seemingly down-bent customer turn out to be your greatest advocate if you know how to handle things well.

The following is a list of opportunities for turning a customer into an advocate. It is not uncommon to simply not know how to deal with certain scenarios, let alone capitalize on them. You may be surprised at someone the opportunities presented here, but try to turn your thinking about these scenarios on its head.

A customer complains.

Unbelievably, this is your greatest opportunity. Whether that customer has just complained because of bad service, a bad product, or he was simply having a bad day, you can make that customer into an ally by good customer service. Immediately upon hearing the complaint, move to the side with the customer or invite them into your office if possible. Then, ask him what happened. Really spend time listening to his response and take the time to sincerely apologize. Next, ask the customer what you can do to help make the situation better.

Whatever the request is, bar a pay-off, honor it- replace the product, refund the money, or give him an upgrade. The fact is that your complaining customer will likely be just as vocal about the stellar customer service he received and a bad recommendation will likely cost more than few quid it costs to delight your customer. The key here is surprise. We have gotten so used to bad customer service that we expect it. We expect to wait on hold, we expect an automated voice, and we do not expect complaints to be heard. Good customer service leaves us saying, “Wow!”

A new customer comes back to place a second order.

When a new customer comes back for the first time to place an order or make a purchase, this is a great time to make a personal connection with that person. It is an opportunity for you to say, “Hello. Thanks for coming back. It is good to see you again.” By showing the person that you remember him, he is much more likely to return.

You can also use this opportunity to suggest other products or services (i.e. “Did you see that we also offer that scent in a candle?”), ask for referrals (i.e. “Don’t forget to tell your friends; we are always happy to meet new people.”), or simply say, “I am so happy you decided to return to our fine little shop.” Do not think of these questions/statements as being pushy or over-the-top- you are establishing a personal connection through dialogue. Any of those examples can be used when simply passing by a customer; it is not serious dialogue, just friendly.

A customer thanks you.

When a customer thanks you, this presents the same opportunity that a complaint does. No matter how you look at it, this customer has chosen to take time to acknowledge the product or service he received; it is your duty to take the time to actively listen. Just as with the customer complaint, as much as business allows, move to the side with the person or invite them into your office. Simply explain that you always make time to hear what your customers have to say. Tell the customer how happy you are to know that you pleased them and ask what you can do to make their experience even better next time.

Even if he is merely complimenting the coffee you provide gratis to customers, ask which type he had, tell him it is one of your favorites too, or simply offer a top-up for the road. Either way, you should take care to personally acknowledge his thank you in an open and honest way and try to establish a personal connection on its basis.

Brace yourself for Part 2 of this blog – more opportunities to engage with your customers and increase business!

Renee O'Farrell