Sandler Rule #51: The best time to deal with a customer complaint is before they make one

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The Sandler Rule “the best time to deal with a customer complaint is before they make one” is a powerful reminder that proactive communication is key to customer satisfaction. It’s like the old joke: when should you tell your spouse you love them? The answer is simple—before someone else does. In sales, the same principle applies. If a product or service isn’t going to ship on time, you should notify the customer as soon as you find out. Addressing potential issues before they escalate helps maintain trust and strengthens your client relationship.

Discuss this Sandler rule with your sales team to ensure proactive communication becomes a part of your sales process. Don’t forget, you can learn more strategies like this at the Sandler Summit in Orlando. Visit sandler.com/summit for more information.

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