What should you do when a customer expresses concern?

Validating a customer's concern is essential in building trust and rapport. When a customer expresses a concern, it reflects their feelings or thoughts about a product or service, and acknowledging these feelings demonstrates that you are listening and care about their experience. By validating their concern, you enable the customer to feel heard and understood, which can lead to a more productive conversation about how to address their issues or questions.

This approach can diffuse any tension and creates an opportunity for you to provide further information, solutions, or reassurance that can help alleviate their worries. Validating does not mean you necessarily agree with the concern, but it shows respect for the customer’s perspective, which is crucial in effective sales and customer service interactions.