Customer Criticism: Don't Argue... Relate!

Article Date: June 26, 2006

Let's face it... getting dressed down by a client is about as much fun as a root canal, especially if we feel the criticism is not necessarily justified. But it's part of the selling game, so here are a few tips to move through the dark clouds and reach for the silver lining:

1. Resist arguing. Even if you win the logical point, the real communication is
happening at the emotional level. Let the buyer vent.

2. Your two most powerful words are... "I understand."

3. When it is your turn to speak, take the advice of Dr. Judith Sells ("Criticism:
Taking the Hit," Psychology Today, 8/2006, pp.61-62) and repeat the critique back to the buyer:

"I understand... what I hear you saying is that no matter what, we have to hit our delivery schedules on the ripple effect or your work is unacceptable."

This has the effect of satisfying the client that you are listening, and clearly hearing, what he is telling you.

Finally, on your way back to the car, remind yourself that occassional customer criticism is part of the selling game, like getting elbowed in basketball or hit by a pitch in baseball. Everything involves setbacks and some pain. Even the great ones get knocked around from time to time!

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