I just finished reading an article by Rick Houcek that asked the compelling question: “What’s the most important job in your company?”

My immediate thought was that it’s the receptionist. Close, but no cigar. Who do you think it is?

Houcek’s answer made a lot of sense: it’s the person or persons who handle customer complaints. These are the individuals who have the ability to diffuse and disarm any situation the customer is upset about. They also ensure the customer returns and continues to be a positive referral source.

My advice would be to make sure you have the right person or persons handling all incoming complaints from your customers. There is a lot at stake if you don’t.

MARVIN MONTGOMERY is an author, speaker and sales training consultant with more than 30 years of experience. You can ask the Sales Doctor a question at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .