it-be-now feeling.) Not only have you got to deal with him but several jobs are pressing and the phone's ringing again.

What? You haven't run into him yet? Then you must have just started in the business! Eventually, even the most sincere and honest sign professional will face a pressure-cooker situation similar to the above. Keeping that in mind, what would you do or say to deal with this scenario? By thoughtful advance planning of your reaction, or if this has already happened to you in the past, by carefully reevaluating your response you can learn how to defuse an impending explosion.

So, let's analyze the situation and go back to that angry customer. (Must we?) At this point he's still raging and, let's face it, your own blood pressure is beginning to rise. Yet by focusing on your feelings, the ability to find a satisfactory or workable solution would be impaired. That would be detrimental. Don't direct your effort inappropriately! In other words, don't get as mad as he is.

Although we may resist doing so, the first thing to do (besides taking a deep breath) is to consider the customer. It has taken a lot of energy for him (or her) to complain. It may have even taken courage, as most dissatisfied customers don't discuss their irritation with the company that provided the product or service in question. Unhappy clients just tell other potential buyers of their unhappiness, and very well at that! Market research claims that only one in ten customers make an effort to contact a business owner with their protest. Therefore, we really do need to listen and pay attention to what's being said. They're really doing us a service. (Can you believe it? A service?)

Next, concentrate on your body language. While they're speaking, look at the customer and make eye contact, but don't stare. Nod to recognize them. Even if you're nervous, resist the urge to fiddle with some papers or play with a pencil. Small courtesies as these convey that you're concerned. Assure them that you are listening to their complaint.

When you finally begin to talk, the choicest and most cautious thing to say would be to acknowledge their feelings. Use their name when doing so. For example, "I can see you're upset, John."

Yes, it's that simple. Open the door to a continued conversation as well as a resolution to the problem.

Don't focus on trying to convince the customer that there isn't anything wrong as if a flaw or problem doesn't exist. That's absurd. The client is already convinced there is one. Even if it seems that nothing's wrong with the product or service, it would be pointless to waste words to support your claim. At this point, your justification could be taken as a challenge.

There's another "don't" here. Don't transmit the wrong impression by saying, "It's really our supplier's problem," or, "One of our employees did this and they're not here now." Why wrong? These responses, although convenient, may convey an I-simply-don't-care attitude. So, step up to the plate and take the responsibility. Don't pass the buck. It's your business, your customer, and your problem.

After acknowledging he has a problem, you can now say, "I'm sorry you had a problem but I'm glad you called this to my attention." Just watch that irate customer begin to relax when he gets the feeling that you're actually on his side. Do you have the perception that he's beginning to think you're not so bad after all?

Well, it'd be great if that was all but now it's time to get down to the nitty gritty. You've got a calmer client but still that persistent problem. Time to act on it and say, "I'll try to take care of the problem. What would you like me to do about it? How can I take care of this and make you happy?"

No need to panic. Most customers are a reasonable lot and they're not trying to get something for nothing. Really! After all, they've probably already paid for your product or service. In their mind, they just feel they haven't gotten their money's worth. (Of course they really have, but remember, you're not going to dispute that with them. It's up to you to go that extra mile.)

This is the right time to indicate that you're willing to make a settlement. In fact, it's also the time to go a little bit further. For instance, suppose Mr. Knowitall was complaining that the lettering on his magnetic signs was peeling off after Junior Knowitall just "touched" it. Upon closer examination, you begin to notice definite scratches and tears on the lettering that definitely look like little fingers adjusted your artwork. (Definitely not your fault, but ... )

You could say, "Mr. Knowitall I'd be happy to reletter this line since I still have your order on file. Vinyl lettering is very durable, but perhaps you can remove and store your magnetic signs after each use. This will prevent any additional abrasion. We can have this done in about an hour. Please accept this complementary gift certificate for lunch at WhereEverThatMayBe to make your wait a little more pleasant." Now, who could resist that? You've offered a settlement and further sweetened the deal with a free lunch!

Not all will be so easily appeased but most will. Rarely, if ever, there may be an abusive client who isn't attempting to achieve a solution. Just make sure you're doing all you can to straighten out the situation and remember not to match wits or fists. Suggest he approach you at another time or that another representative do so.

By planning ahead or by reviewing past responses, continue to sharpen your abilities in defusing that angry customer. Through the dignified acknowledgment of the client's complaint, show yourself considerate of their situation and grateful for their bringing the protest to your attention. Work hard at arbitrating a solution while trying to go the extra mile. Doing these things and more can transform an impending explosion into an opportunity to enhance your image and garner precious respect.