Have you ever felt that a mistake on the part of you or your staff was the end of a client relationship? Has a customer ever been so upset that you just knew you could kiss her good-bye?

It doesn't have to be that way. You can actually convert that mistake into a client who not only becomes a customer for life, but who also become an evangelist for your business. Warning - you may find the results so astonishing that you actually start upsetting customers intentionally (not recommended).

The photography business, like any other, is always ready for potential for errors. These can include appointment mix-ups, lab errors, missed poses, loss of digital files, inappropriate comments, bad attitude, and numerous other gremlins.

Regardless of the error, seize the opportunity that it brings. Technically, a photo business mistake is never life and death. You will never make a scalpel error during brain surgery. The customer knows the difference but may very well behave as if you operated on the wrong patient. The psychology is the same. Large or small error, every customer wants recognition that they have been offended, and you can respond appropriately, or incorrectly.

There are two types of errors you can make - minor and major. If a minor mistake has been made you can offer a simple remedy. For example, if you sent a client the wrong disc or image by mail, simply offer to overnight the correct one - at your expense. This tells your client that you recognize the time lost and respect their sense of urgency. It emphasizes that you're willing to reduce your profit by taking care of the mistake. It speaks to the importance of your client. You don't need to offer free portraits for life for minor mistakes. You can, however, seize the opportunity and send with the disc a special offer or coupon for something free, which they can redeem the next time they buy from you. It says, "We made a mistake, we corrected it to your benefit, and we want you to forgive us by coming back".

When a major mistake has been made you must respond emphatically, not only to satisfy the client, but to convince them that you're worth doing business with again. You must convince them that they are your most important client. Face it - you have offended the client. She is offended because trust was placed in you and you broke the trust. This is the real root of client dissatisfaction at the time of an error. In addition to the failed trust, they may also feel cheated. You gave them your sales pitch, using your tools and personality, and now it looks like they were fooled, like your operation is not really as presented.

How you handle a major client issue now will determine whether he smears your name on the Internet, or becomes a customer for life. Your response has to be determined by the nature of the mistake. There is no one specific solution. However, your client must feel that you are sincerely sorry, that you totally care about the mistake, that you appreciate his business, and that you are willing to do whatever it takes to keep him as a customer. At the same time you must walk a fine line in that your client must respect you after it is all done. Your solution must not be perceived as groveling.

Today we cannot take the attitude of "oh, well, can't please everyone" and "other customers will come along". While an upset customer has always had the power to spread his negative comments to his close circle, now the damage can spread exponentially by way of Facebook, MySpace, The Knot and other forums, and even on websites designed to malign your company (yourcompanystinks.com). It is much easier to take the client under your wing than to contain the huge damage that can result by letting him go.

It is important to truly and internally appreciate your clients from the beginning, way before the mistake. If they have felt appreciated all along, they will make it much easier for you to apologize and correct errors. Your clients are like gold. Polish them once in a while. They will help you grow your business much faster than new clients.

As far as evangelism, there is nothing more powerful than a client who is so impressed by your response to their problem, who realizes that she is so important to you, who wants everyone to know why you're the greatest photographer around. The power of a client who loves your business cannot be underestimated.

Article contributed by Bill Hitz - hitzphotopro.com