It's probably inevitable. Although you try hard to run your business well, one of your customers calls up, furious about your product or service or the way your employees sound over the phone. Maybe it's one of your best customers. You have a potential disaster on your hands.

When dealing with an angry customer, the first step is to explain the situation and what happened. And stay calm. These customers weren't expecting this -- it's not their fault. The dealer needs to understand that and not get on the defensive with a defensive tone and attitude.

You also need to think about maintaining -- or even rebuilding -- your relationship with the customer. Consultants often advise businesses to use discounts or other incentives to convince customers of a company's good intentions and rebuild trust after a problem has occurred.

Dealers will find that people are willing to forgive mistakes more readily if they feel that you're not just trying to make excuses or cover up problems.

But sometimes a customer is particularly irate and seems unreasonable, and might just be wrong. It might be tempting to say, the heck with them.

We suggest business owners think about the time and effort needed to keep such a customer happy. Is it worth it? Maybe you'll decide it's not -- but think again. It could be a potentially strong customer you're losing.
In the end, prevention is probably the best route. Look at your business and see where there might be nascent problems that could later turn into disaster.

For instance, look at your employees. Are they encouraged to be polite, even friendly, with customers? Moreover, what kind of working environment do you give them? Are they well paid? Under a lot of pressure? An unhappy work force can lead to mistakes or rudeness.

Look at yourself, and your approach toward your customers. Does your attitude create trust and loyalty, and make it more likely that customers will be understanding if a problem crops up?

Another tip is that business owners should be sure they're projecting a very positive image to their customers, that you're truthful and honest.

The customers pay the salaries and make the profits for the company. Let them feel important and even if they're complaining ... you have to listen and try to understand their problem.

Stations actually have an advantage because they can work one-on-one with customers to build that loyalty and build that trust.

If the dealer/owner can create extras to make the customer feel they're truly appreciated ... it will help tremendously and establish strong relations.