Complaints are inevitable in business. They suck. No matter how much effort you put into getting results for your customers, things will go wrong. Ignoring problems only sets money on fire. There’s a way to handle complaints that can transform them into revenue. I’ve managed to turn complaints into over $90,000 in revenue. Here’s how you can do it too.

The Cost of Ignoring Complaints

Research shows that complaints can significantly impact your sales. A study by Marton Varga of Bocconi University and Paulo Albuquerque found that products were 41.8% less likely to be purchased if early reviews included a negative one. This is especially critical in the early days of your company. Each additional negative review reduces purchase likelihood by another 26.87%.

But it’s not just about reviews. Complaints on social media can hurt your business, too. A study from Belk College of Business found that responding to complaints on social media can damage your brand. This highlights the importance of minimizing complaints and handling them with care.

Three Strategies to Turn Complaints into Revenue

Ready to apply these strategies? Here are three effective ways to turn complaints into cash:

1. Use Humor

Your instinct when getting blasted might be to reply defensively. But research shows that a humorous response to a rude complaint increases purchase intentions by 18.3%. In contrast, a polite apology only increases intentions by 8.9%. Humor disarms criticism and shows you’re listening. If humor isn’t your style, combine a sincere apology with a touch of humor for maximum impact.

2. Take It Offline

Online flame wars lead to negative outcomes. Instead, create a specific channel for complaints—whether it’s email, DMs, or phone calls. Engaging directly with customers offline makes it easier to resolve issues and turn complaints into cash.

3. Conduct Exit Interviews

When you receive a complaint, treat it as an opportunity for an exit interview. This approach allows you to diffuse the situation and build a custom solution for the customer. Instead of losing them, you can reset the customer relationship and even turn angry customers into advocates. You can also create case studies that showcase how you addressed specific pain points, transforming negativity into an asset.

What To Do Next

Complaints don’t have to be a setback. They can be a powerful opportunity to enhance your business. By using humor, taking conversations offline, and conducting exit interviews, you can turn complaints into cash.