Every customer encounters problems. It's how you handle their problems, and how you help them, that separate you from other sales people. Regardless of how bad it is, or how upset your customer is, never ever avoid the issues.

Proactively attack problems, and never ever leave your customer feeling alone.

When a customer encounters a problem, all they really need is for you to be there for them, and provide a solution. They are looking for real effort and are searching for someone who can make a difference. They need someone with confidence, and someone who'll work to find a solution. The absolute worst thing any sales person can do is assume that the final sale is the end of the process. Nothing is more insulting to a customer than when they are made to feel as though they are completely alone after their order. When you don't go through the painful process of solving the problem with your customer, you have immediately lumped yourself with all the indifferent and less accomplished sales people.

Follow up problems or issues with a corrective action plan outlining how you'll try and avoid future problems.

This is an essential step. Most sales people, and companies for that matter, will do their best to solve the immediate problem, but then not provide specifics on how they'll avoid them in the future. While they may have managed to alleviate the customer's immediate concerns, the customer may still be apprehensive about future orders. It's up to you to close the loop, and demonstrate that you'll always go that extra step to resolve issues. However, a corrective action plan is only meant to eliminate the probability of the problem occurring again. There is simply no way to guarantee your customer won't encounter another problem. Problems happen every day in business for all kinds of reasons. You are simply trying to mitigate future problems. When you take the time to work on a corrective action plan, and send it to your customer, it helps to alleviate their concerns. They will definitely appreciate the effort.

Every sales person has the ability to help customers, but very few go that extra step to alleviate a customer's concerns. Use these two approaches to distinguish yourself as the best the profession has to offer. Eventually, you'll notice the results. In time, customers will tell you just how much they appreciate your approach and thoroughness. It will easily set you apart from the rest.