Mastering CCN’s 10-Step Conflict Resolution Process

Fri, Aug 01, 2025 at 11:20AM

Gary A. Cohen, Executive Vice President, Certified Contractors Network (CCN)

As a roofing contractor, conflict with clients is almost inevitable. Even the most reputable contractors face frustrated homeowners who say things like, “Your crew didn’t show up,” or “This project cost more than you said it would.” Misunderstandings, unmet expectations and unforeseen costs are the “big three” reasons customer relationships break down.

However, a problem doesn’t have to ruin your reputation. At Certified Contractors Network (CCN), we believe conflict is a natural part of doing business and how you handle it can define your company’s success. That’s why we developed the 10-Step Conflict Resolution Process: a proven system to transform tense conversations into opportunities for trust and loyalty.

Here’s how you can master these 10 steps and turn dissatisfied customers into raving fans.

1. Let the Owner Vent

When a customer is upset, the first instinct is often to defend yourself. Resist that impulse. The first step is to let the owner vent. Don’t interrupt, argue or debate. Instead, listen intently and take notes. Show genuine respect and empathy for their feelings, even if you believe their concerns are unfounded. Remember: most customers want to feel heard more than anything else. Your calm presence will set the tone for the entire interaction.

2. Restate the Owner’s Position

After the customer has finished, restate what you heard. Use phrases like, “So what I hear you saying is…” and “Are there any other issues we should talk about before we move forward?” Summarizing all issues upfront ensures you won’t be blindsided later in the conversation and demonstrates that you are actively listening. This step alone can de-escalate emotion and create space for problem-solving.

3. Establish Positive Ground

It’s easy for homeowners to forget all the good things about a project when a problem arises. Your goal here is to help them regain perspective. Gently guide them to talk about the positive aspects: the quality of the materials, the professionalism of your crew, the improvements to their home. Framing the issue as one small part of a larger successful project helps balance their emotions and reminds them why they chose you in the first place.

4. Explain Why the Situation Exists

Many conflicts stem from misunderstandings or incomplete information. Often, there’s a logical reason the problem occurred but the customer isn’t aware of it. This is your chance to explain – without defensiveness – why the situation arose. For example, if the weather delayed your schedule or if hidden structural damage caused unexpected costs, explain it simply. Be clear and factual so the client understands this wasn’t about negligence or a bait-and-switch tactic.

5. Expect a Rebuttal

Even after you’ve clarified the situation, expect that the customer will rebut or restate their frustration. This is normal. Stay patient and let them vent again if necessary. Avoid arguing or escalating. Think of this step as part of a cycle: listening, clarifying and allowing space for emotion to settle.

6. State the Company Owner's Relationship Objective

At this point, it’s time to reinforce your shared goal. Remind the customer that your objective is their satisfaction. Acknowledge that the situation was unexpected and emphasize that you are committed to resolving it fairly. This step appeals to their sense of fairness and trust in you as the professional contractor they chose. Phrases like “Our goal is 100 percent customer satisfaction,” and “We want to make this right,” are powerful here.

7. Expect a Rebuttal, Again

Be prepared for another round of objections or complaints. You might hear the “guilt trip tactic,” comments designed to make you feel personally responsible or to extract concessions. Don’t take it personally. Stay patient, respectful and focused on resolution. Maintaining your emotional neutrality here is essential. Losing your temper or getting defensive will only confirm their suspicions.

8. The Crystal Ball Technique

Sometimes a customer believes you should have predicted every possible issue. To defuse this, use the Crystal Ball Technique. Ask them to imagine: “If we had a crystal ball when we estimated this job and you knew about this issue in advance; would you have done something differently?” This thought exercise helps the customer see that neither of you could have foreseen the problem and that they are not an “injured party.” It reframes the conversation from blame to understanding.

9. Expect a Final Rebuttal

Even after the Crystal Ball exercise, the customer may push back one last time. This is often the most challenging moment. Be firm but not combative. Revisit what is fair and reasonable. Ask, “What would make you feel satisfied?” But be clear that you are not automatically accepting blame. This step is about finding a
solution both parties can live with and without undermining your integrity or giving away unnecessary concessions.

10. Confirm in Writing

Once you’ve reached an agreement, put it in writing. A verbal understanding is not enough. Document what you agreed to do, any timeline adjustments and any financial considerations. Have both you and the customer sign the Dispute Resolution form. Putting everything in writing prevents future misunderstandings and shows professionalism.

The Importance of Behavior Styles

One of the most unique aspects of CCN’s process is understanding DISC behavior styles. Each customer processes conflict differently:
■ D Style (Dominant): They want fast answers and action. Be direct, confident and efficient.
■ I Style (Influential): They crave reassurance and want to feel liked. Show warmth and restore the relationship.
■ S Style (Steady): They fear change and need stability. Be patient, detail-oriented and calm.
■ C Style (Conscientious): They need logic and proof. Provide data and clear explanations.

Adapting your approach to what you feel matches the customer’s behavioral style increases trust and makes resolution smoother.

Why This Process Works

Conflict resolution is not about “winning” or giving in to every demand. It’s about doing the right thing, preserving your reputation and showing you care.

CCN’s 10-Step Process empowers contractors to stay in control of difficult conversations without sacrificing professionalism or profitability. When done well, it transforms angry customers into advocates who appreciate your integrity.

Mastery Takes Practice

Like any skill, mastering conflict resolution requires practice. Role-play these steps with your team. Train your project managers and sales staff to use them consistently. Encourage your employees to keep emotion out of the process and focus on clear communication and fair solutions.

By implementing this process, you’ll find that fewer disputes escalate, more customers trust you and your business benefits from repeat clients and referrals.

Conflict doesn’t have to be an obstacle. With CCN’s 10-Step Conflict Resolution Process, it can be an opportunity to demonstrate why you are the professional contractor homeowners want on their side.

FRM

Gary A. Cohen is Executive Vice President of Certified Contractors Network (CCN), North America’s leading training, coaching and networking organization for home improvement contractors. With over 30 years of industry experience and a background in business education, Gary specializes in helping contractors achieve scalable growth through proven systems and processes. He can be reached at gary@contractors.net.


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