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In most cases, our clients and customers come to us in a relatively calm state, and we can react to them in our usual business manner. But what needs to shift if your clients are in crisis mode? In those instances, here’s what your clients need from you:

They need you to acknowledge that they are in crisis. They want to know that you know. This is not the time for “Can you hang on a second?” or “Do you want some coffee?”

They need to be your only priority until the crisis has passed. This isn’t the time to take another call or put them off until the next morning. They need you now.

They need reassurance. They want you to tell them you’re going to be at their side until it’s over. This isn’t the time to sugarcoat things or say it’s going to be OK if it isn’t. But they want to know they won’t be going it alone.

They need empathy. When clients are in crisis, they’re most likely angry, scared, worried, sad or in pain.

They want you to recognize that emotion in them and help them get it under control.

They want to see action. That’s the most reassuring element of all. They want to know you are doing something to get them out of their crisis.

Dealing with clients who are in a crisis usually is not pretty. They’re in full panic mode. But if you can stay with them and get them through the crisis, you’ve earned their loyalty and they will come to you with confidence, knowing you’ve seen them at their worst.

How have you dealt with clients in this frame of mind?

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2009 Drew McLellan