Examples of difficult conversations:

• The customer has decided not to renew yet to pitch as a last chance.
• You and your team unexpectedly failed a customer, but you have a conversation and act in a way that will win their trust back.
• If you're a leader, letting someone go.
• Changing the topic to move from a tactical to a strategic discussion.
• Taking responsibility for the team for any failures.

• Don't be judgemental. Suppress the desire to be judgemental. Often, the customer's anger and frustration are because of genuine concerns.
• Start with why to get to the root cause. Why is the conversation important? What am I missing? What am I assuming?
• Listen actively. Pay attention to what the customer says and acknowledge the problem so that they feel heard.
• Let the customers say what they have to say. Mirror back what your customers said to create trust and confidence.
• Wear the problem-solving hat. Try to give acceptable customer solutions that are within the firm's guidelines.

• Mindset shift or perspective shift is essential before you speak to the customer.
• Do your homework. Ensure you understand the customer and the problem.
• Apologise and be empathetic. Be quick to apologise for the inconvenience caused. This will calm the customer down before the actual conversation.
• Listen actively to the concerns.
• Address customer concerns honestly.
• Try to find a solution together if you're unable to resolve the issue.
• Hold your ground. Tell them what is acceptable and what not to ensure you and your customer are on the same page.
• Focus on building relationships.