Complaints are part of the job
When you sell a product, you are the face of that product to the customer. Even though you did not build it and may not control the support process, customers will often come to you first when something goes wrong.
How you handle these moments can strengthen or destroy the relationship, and by extension, your recurring commissions.
Why agents should care about complaints
There are practical reasons to take complaints seriously:
- Customer retention. A complaint handled well can actually increase customer loyalty. A complaint ignored almost always leads to cancellation.
- Your commissions. If the customer cancels, your recurring commission stops. If there is a clawback clause, you may owe money back.
- Referrals. Happy customers refer others. Unhappy customers tell everyone about their bad experience.
- Your reputation. As an independent agent, your personal reputation is your most valuable asset.
The complaint handling process
Step 1: Listen without defending
Let the customer explain their issue fully without interrupting. Do not get defensive or make excuses. Just listen.
"I hear you. That sounds frustrating. Let me make sure I understand the issue."
Step 2: Acknowledge and empathise
Show that you take their concern seriously.
"I can see why that would be a problem for your business. Let me look into this right away."
Step 3: Take responsibility for the process
Even if the issue is with the product (not your selling), take ownership of getting it resolved. The customer does not want to be bounced between you and the product's support team.
"I will reach out to the support team and get an update for you by end of day. You should not have to chase this yourself."
Step 4: Follow up and follow through
Do what you said you would do, when you said you would do it. Then follow up to make sure the issue was actually resolved.
"Hi [Name], just checking in. Was the issue with your account sorted out? Is everything working as expected now?"
When the product is genuinely wrong for them
Sometimes complaints reveal that the product is not a good fit for the customer. In these cases, the honest thing to do is acknowledge it:
"Based on what you have told me, it sounds like this might not be the best solution for your specific needs. Would you like me to help you explore alternatives?"
This honesty protects your reputation and often leads to referrals because the customer trusts your judgment.
Escalation
If a complaint is serious or you cannot resolve it through normal channels, escalate to the principal directly. Keep records of all communications in case there is a dispute about commissions or clawbacks later.
Prevention
The best complaint handling strategy is prevention. Set realistic expectations during the sale, onboard customers properly, and check in regularly after the sale to catch issues before they become complaints.