Many times customer service issues come down to a matter of miss-communication. Some bad communicative efforts begin before you even start your conversation with a client. For example: "I can help who's next."

This statement goes unnoticed by most people, but can be a bad start to any conversation. Many times someone behind a counter shouts this phrase out to no one in particular. The person behind the counter knows who is next and where she is standing. Instead of addressing her and welcoming her business, the employee is making a vague and perhaps unwelcoming statement.

It is better in this setting for your employees to look the next customer in the eyes and with a big smile say, "Hello, how can I help you?" or something similar that includes the word "you". This small adjustment transforms the client from an object to a valuable individual.

Another phrase that can lead to a disastrous customer interaction is, "I don't know who told you that, but..." This statement infers that the client is making things up to get their way. Even if you think they are, this statement can belittle the customer and may seem accusatory. Instead, try, "We may have given you some incorrect information. Let's see if we can get you the correct information and resolve this matter." It is important to refrain from being defensive. Take the blame yourself if needed and keep the customer's frustration from escalating. The point is to help solve the problem the best you can.

Never say, "I'm sorry, there's nothing I can do." As an alternative, find something you can do. Usually you can do something. You may fall short of 100% customer satisfaction, but making a gesture that can help the customer feel a little better will go a long way.

Lastly, remember that the customer is not always right. Their perception, on the other hand, is always true. Your job as a customer service ambassador is to help influence clients' perceptions to align with your company's point of view without belittling, insulting or forcing the issue. Remember to be compassionate, nurturing and always listening. The better you listen, the better equipped you are to serve your clients ... and it costs you nothing.

The world of selling business-to-business (B2B) services has more to do with long-term relationships than any actual selling. Unfortunately, many companies put too much emphasis on monthly and quarterly goals and force salespeople to abandon the fundamentals that create continual residuals. Geoffrey James, co-host of Funny Business, a program on New England's largest all-talk radio station, covers eight simple rules to follow when interacting with potential and existing clients. Here they are:

    · RULE #1 Have a life philosophy that emphasizes relationships. This means valuing the relationship more than making your quota.

    · RULE #2 Find out what the customer likes, wants and needs. Show the customer how to get it. Remember, nobody likes to be sold, but everyone likes to buy.

    · RULE #3 Gather information before proposing; do not shoot in the dark. Treat information gathering as a conversation, not an inquisition.

    · RULE #4 Never be too friendly too quickly.  Instead, be interested in the customer as a person and let the friendliness evolve naturally.

    · RULE #5 Never push the process forward too quickly.  When you are making a sale, think end-of-time relationship not end-of-month goals.

    · RULE #6 Never try to be a hero who swoops in to solve the customer's problem.  Instead, let the sale evolve naturally out of the conversation.

    · RULE #7 Believe that you and your firm are the best at what you do. Otherwise, get yourself better-trained and go work for a better firm.

    · RULE #8 Achieve a perfect job of delivering what you promised. This means, at minimum, providing impeccable service after the sale.

You can never go wrong following these eight simple rules. In fact, you will have your customers singing your praises and giving you referrals like crazy.