In marketing, sometimes we need to take a twist on the famous Telly Savalas line, “Who loves you, baby?” and ask “Who hates us?” I know it’s counterintuitive, but the initial pinch is worth the pain.

How does it work? You seek out the people who are your most vocal detractors, and you listen – and I mean really listen – to all the reasons they don’t like you and how they think you might improve. You engage them directly, show them why you do things the way you do them, and make them full-fledged partners in helping you turn things around. You actually implement some of their suggestions.

After all, isn’t that why people complain in the first place? Not simply to let you know you’ve let them down, but also to prod you along the path toward better business. I’ll also admit that not every detractor has your best interests in mind; some people really do want to see you go down. But if people have taken the time to let you know that you’ve let them down – by calling your customer support line, by writing a letter, by complaining to their sales rep – isn’t that exactly the kind of people you should engage?

Any business, no matter how small, can find five or six unhappy customers. Make contact. Bring them in. Let them know what you’re doing and why. Most important, get them to talk about what they would do differently and how they think their recommended changes would benefit your current customers and win you new ones.

So think about it. What are some of the ways your company can partner with its biggest critics to have real, positive impact on your business?

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan