The term “March Madness” conjures up thoughts of basketball, office pools and chicken wings. For the teams involved, the competition is high-stakes and, in the blink of an eye, a perennial powerhouse like Duke, Syracuse, or North Carolina can be eliminated from contention by a new rising star. On top of that, there is the excitement of the coaches yelling from the sidelines and fans cheering in crowded arenas.

Business is often similar in its spirited nature. Small and medium sized businesses compete for attention from prospective buyers. Big sales and new accounts feel like victories. But as competition lurks, SMBs need to sell quality goods to stay alive in March and beyond, as well as provide the service that keeps their customers around.

From time to time, you may find a customer isn’t pleased with your products or services, meaning you have to manage a sticky situation. If you’re dealing with a customer who has a legitimate gripe, always make sure to work through the problem. And if your client’s issue is a matter of misunderstanding or misinformation, make sure to provide equal attention. Often the relationship with a new or existing client can be strengthened — even during trying times — with the right communication and a few simple steps to identify and resolve problems both big and small.

Provide Quick Responses

One topic we’ve highlighted before here is the importance of clear communication.  And we are not alone in our sentiment. Put perhaps more succinctly, Inc. Magazine’s Ron Burley once wrote that the most important customer service action is a one-word task: Respond.

Getting back to the customer regarding any problem is the first means of assuring them that you are care enough to assist them. Typically you may find that a quick response will not only buy you time should you need it to resolve glitches regarding technical matters or order fulfillment. It also sets a positive tone and can disarm even the most riled up client.

Listen

Imagine that one time you ordered a pepperoni pizza and it showed up with green olives (and you really, really hate olives!). You might be hungry for dinner and a little irritated, but ultimately you just want it fixed. In the business world, sometimes clients can be as feisty as a hungry hound and will often articulate their problem with a product or service, along with their requirements for fixing the problem. Be certain to listen (and take notes if need be) to determine the actual issue at hand. Moreover, don’t be afraid to acknowledge feelings, criticism or negative experiences as legitimate. Doing so will help both parties get straight to the core problem.

Admit Mistakes

In the famous business book called Getting to Yes, author William Ury points out that one of the most vital actions in business communications is to focus on your interest and not just your position on a particular matter. In most cases your interests consist of maintaining healthy business relationships instead of being right.

If you, a partner firm, or a member of your staff screwed up in any way, don’t fret. As humans we make mistakes. But as business people, admitting fault and making moves to correct errors is much better than covering up or skirting issues. Companies both big and small who shy away from rightly admitting mistakes will ultimately (in most cases) damage their most essential business relationships and do harm to their brands. Don’t impact your company’s credibility.

Learn and Move On

Once you have listened to a customer’s grievance, ascertained his or her problem and taken action to solve the problem, realize that experiences of fixing a problem need not be negative. Almost all can be learning experiences, and sharing knowledge gained from episodes can help your employees and your business as whole develop better practices and better customer service. You can even gather suggestions that may foster future sales opportunities.

No Deal, No Dice

Occasionally, there is that customer that cannot be pleased no matter what you do. Whether it is the price, delivery, or specs of a product or service, some people just can’t be satisfied. While no business owner wants to lose a customer, there are at times when certain ones are more effort than they are worth.

If you feel that you have done your best — providing good service and good products — and are still hitting a wall with a customer, then it is makes sense to reconsider the relationship. Don’t be afraid to graciously end a business association when it is time and move on to serving those who appreciate the value you provide.

No matter what sectors or the type of customers you serve, and no matter what your personal communication style may be, tackling customer complaints and problems head-on will help you build better relationships and get back to business.