By Evan Goldstein, MS

Whether the grievance arises from a guest who wants nothing but the unavailable 7:30 p.m. Saturday-night table, a diner who wants to graze on only an appetizer, or an unsatisfied customer who has written a complaint letter, there are ways to turn negatives into a win-win for you and your guests.

Reservation Redress

When customers call or use an online service to make a reservation and discover that their preferred seating time is unavailable, they may become aggressive when they speak to you. To turn this negative around, don't cave in. Be firm and cordial, and do your best to make them feel important—even as you offer less-desirable 5:30 p.m. or 9:30 p.m. options. If you do have some flexibility, of course, do what you can. But if you can't accommodate them, express your appreciation for the call, take their name and phone number, and offer to call back if a spot opens. Even if they don't take you up on your offer, they'll remember you as someone who went the extra mile.

Servers’ Sales Pitch

Servers have much to gain by learning the art of persuasion. Part of being a good salesperson is handling rebuff. Equally important is knowing how to turn that no into a yes. First and foremost, don't ask people yes-or-no questions such as "May I offer you the wine list?" Instead open a dialogue with questions such as “Which wines would you like to know more about?" Focused, opportunistic selling is a way to turn a small positive into a bigger positive. For example, when customers order nothing but an entree, it's standard protocol to inquire whether they'd like to start with an appetizer. Dessert is another obvious opportunity to elevate sales. And during these difficult times even suggesting guests share a dessert is better than a "no"! A polished server will distribute menus, walk away, and return after the diners have had just enough time to fall in with the notion of your cinnamon crème brûlée or flourless chocolate cake. Even if they aren’t enthusiastic, you can still propose options: "If you’re too full for dessert, would you like to split one and share some dessert wine?" or "If you are out of room, perhaps you'd enjoy a half-glass of our featured late-harvest Riesling" or another suggestion, unless it's clear that your guests are not interested in anything more.

Complaint Comps

People most often view complaints as unadulterated negatives. But with the exception of chronic complainers, a negative comment should be seen as a positive. Statistics show that when most people have a bad dining experience, they don't say anything; they simply don’t return. Customers who take the time to share their dissatisfaction are giving you an opportunity for a remedy. The best way to handle a complaint is to deal with it immediately. Swiftly replace that unsatisfactory entree. Send over an appetizer for that table that waited too long to be seated. Have a manager intervene when conflict arises between a server and customers. If the problem cannot be resolved promptly via a thoughtful and well-timed comp, give them an incentive to come back. Offer the general manager's card with the promise of royal treatment or a gift certificate to use on their next visit. This is also the best way to handle complaint letters and e-mails; you can win over a client with a follow-up phone call or personal note, an apology, and an inducement to return for a better experience. Even if you do everything right, pushback will forever remain part of the dining experience. Today, more than ever, it's how you handle it that makes the difference for your bottom line, your reputation, and the level of customer satisfaction you generate.

Evan Goldstein is president and chief education officer of Full Circle Wine Solutions, Inc. He is author of the highly acclaimed book Perfect Pairings: A Master Sommelier's Practical Advice for Partnering Wine with Food. Its sequel, Daring Pairings: A Master Sommelier Matches Distinctive Wines with Recipes from His Favorite Chefs, will be published in spring 2010.