You Can Turn Complaints into Cash!

Published on this site: August 17th, 2006 - See more articles from this month

Most of us don't like listening to complaints. We can't imagine the value in listening to someone rant and rage about something they're dissatisfied with. But here 's a secret: There's gold in those complaints if you know what to listen for.

Why Complaints are so valuable

1. Reason: People complain when they're unhappy with something. This means they're in a certain amount of pain. When it gets bad enough most people will pay to make the pain go away.
   
   
2. Reason: Complaints are often symptoms of a more serious, underlying problem. For example, when someone complains about their job, it's possible they just had a bad day. Or it might be because there's a mismatch between what they do best and the requirements of the job. In general, if you can treat the source so the symptoms don't reoccur, you'll earn more. People generally pay more for a dependable, enduring solution.
   
   
3. Reason: You get real language you can use to create your marketing message. This is the language you want to use in your marketing message because it will resonate deeply with your prospective customers.

How to turn complaints into profitable opportunities

1. Step: Pay attention to the actual language your customers or prospective customers are using when they complain. If possible, jot down the words and phrases they use.
   

A few examples from the real world:

"My bank promised me they'd complete this wire transfer today. Now they're telling me it will take five days. This guy is selling his Honda Civic for a ridiculous price and I was counting on the money so I could buy the car. He' s got other buyers and he said he'd only hold it for me for a day. Now he'll probably sell it to someone else and I have to start looking all over again."

"We went to the car dealer and right away found a truck that had what we wanted at a good price. Then we ended up sitting around in their showroom for three hours because the sales guy told us the price he quoted us didn't include antilock brakes and he had to check with his manager who had to check with the regional manager. We had our 2-year old with us and he was getting tired and cranky. It was a total nightmare."

"The kid at the grocery store forgot to put one of my groceries bags in my cart and I had to go back to the store the next day with my receipt and go through the store to get all the stuff the bag guy forgot to put in my cart. I had to miss two-hours of work and it was their mistake."

2. Step: List possible causes. Go beyond what the person claimed as the cause. Most folks will only be aware of the most obvious reasons.
   
   
3. Step: Ask yourself if you currently have a product or service that could address the source of the problem. If you don't have a product or service, consider the amount effort required to modify something you're already selling or create one that would address the problem.
   
   
4. Step: Create a marketing message that explains precisely how your product or service will address the complaint.

For example, Saturn automobile dealerships are known for their no-hassle, no-haggle sales policy. When you go to their website, the very first thing you see is "Saturn. People First." Do you think the family that sat for three hours while the dealership dinked around with the price of their truck might be interested in buying their next car from Saturn?

5. Step: Test the message with your clients and with prospective clients. You want to make sure that the message resonates with them. Don't just ask "Do you like it." You are looking for signs that they will actually buy what you have.
   
   You want people to say things like, "Dang. That's exactly what I need! Do you have any in stock right now?" Remember that there is a gap, sometimes a very large gap, between what people say they'll do and what they actually do. You 're looking for responses that are high energy, enthusiastic, and action-oriented.
   
   
6. Step: Use Feedback to Refine the message. If the response is less than enthusiastic, ask how you can make it a better solution for them. Then ask if they know anyone who might benefit from your product.

Bottom line

Here at Highly Contagious Marketing, whenever we hear complaints, we think, "There's a business opportunity here!" When you hear complaints especially when related to the products and services you offer or are thinking about offering stop and pay attention. Those complaints might be beacons to lucrative gaps in the marketplace that your business can step in and fill.