The Two Tokens concept states that: “When a customer brings a complaint, there are two tokens on the table: It’s Nothing and It’s Awful. Both tokens are always played, so whoever chooses first forces the other to grab the token that’s left.”
If my client comes to me with XYZ and I respond that it is no big deal, they will invariably respond that it IS a big deal. However, if I take the issue on and agree that it IS a big deal, understand where they are coming from and respond that I agree with the issue, they will completely settle into being heard and understood and now think, ok, it’s no big deal really.