by Elizabeth Cusulas
Details In Retail

Most of the problems you encounter as a business owner can be fixed or prevented by two simple words.  Here’s my list of two-word answers.

Be Nice
In these tough economic times, it’s hard to imagine that there’s still bad customer service out there, but it’s true.  One thing I know from experience is that one snippy clerk or rude receptionist or arrogant sales rep can ruin your whole day and color your perception of an entire company.  In our rush, rush, rush lives, we have become so focused on ourselves, and all that we need to do, that we forget common courtesy. 

If you want to inspire shock and awe, just be thoughtful – be nice.  A few months back, I was at my local market at rush hour.  The parking lot was the usual mass of thoughtless behavior.  I managed to get to the building without being run over, backed into or trampled flat.  At the entry is a covered tunnel where they keep the carts – not really wide enough for two people.  I wrestled a cart free from the rest and out of the corner of my eye, I saw a woman waiting at the entry to the cart tunnel.  I handed her the cart and grabbed another for myself.  I didn’t think about it.  She beamed and thanked me like I’d just saved her baby from hyenas, “That’s so thoughtful!”  Took me a minute – made her day.  That’s how starved we are for little niceties. 

The most powerful thing you can do is just be nice to your customers, clients and co-workers.  Make it a habit. They’re much more likely to forgive little mistakes and remain loyal.  Just like rudeness, niceness lingers…

Be Prompt
I e-mailed a vendor yesterday morning and asked him to call me before 5pm – whenever it was most convenient for him.  Ten minutes to 5pm and no call, so I called and asked “did you get my e-mail?”.  He just said “yes”.  “Yes” was the wrong answer.  “Yes” says to me that my question was received but not regarded as important.  “Yes” says they think it’s OK to keep me waiting.  “Yes, but…” with some sort of explanation would have done.  A prompt e-mail reply to my initial contact saying “in meetings all day, will call you tomorrow afternoon” would have done better.

Many of the most damaging customer service complaints come from the perception that the customer’s inquiry is not being handled with the speedy priority it deserves –or that it’s missing in action.  A prompt acknowledgement along with a defined deadline will address both issues.  When you promise something, give a timeline: “I’ll check on that and give you a call back within 24 hours”.  And if you don’t have an answer in 24 hours, call with an explanation, an apology and an updated deadline. 

Be Present
One of our affiliates told me he was heading to the far side of town to deliver a product to one of his customers.  I said “You’re the owner of the company, why don”t you have someone else waste time running around on deliveries.”  He told me that whenever he makes a delivery in person, he gets more business.  When someone else makes a delivery, they just drop off the product.  When he makes a delivery, he takes time to chat with the business owner, ask how they’re doing, shake their hand – and they often remember they need to order more of something or try that new product or arrange that service call.  He’s a wise man.  He makes time to demonstrate his genuine interest in his customers.  This personal connection is the cornerstone of his success. 

We can’t all be physically present, but we can call, e-mail, send thank you notes (yes, people still do this) and generally maintain a regular presence in the lives of our customers.  Not with a sales pitch but with:  “How’s business?”  “How’s the family?”  “Were you happy with that last order?”  “Saw the article in the paper about your business, congratulations.”  If you care but they don’t know it, everyone is missing out.

Be Prepared
Know your business.  This might sound ridiculous, but I run into people all the time who can’t articulate exactly what their business offers.  Be prepared to answer questions.  That elevator speech will only get you so far.  If they get off with you at the third floor, can you go the distance?  If you do get caught offguard, resist the impulse to just shoot from the hip.  You’ll shoot yourself in the foot.  If you don’t know the answer, use these magic words: “I don’t know but I will find out”, “let me check on that and get back to you.”

Do your homework.  A few minutes on Google and you can learn a lot about the interests, motivation and experience of just about any person or company before your call or pitch or presentation.  Why would you not use that?  People will be impressed that you were interested enough to take the time and you’ll gain insight into the needs of your potential client.

Be Focused
Develop core services and concentrate on core business.  In this economic free-for-all, it’s tempting to branch out in all directions, grabbing at any revenue source that comes your way.  I’ve learned from experience that marketing a jack-of-all-trades business is ridiculously hard.  Find your niche, find your customers.  Then develop value-added services that benefit those customers.  Business owners are finally coming back to the idea of “a bird in the hand”.  Focus on providing the best service to the customers you already have and new customers will follow.

Be Exceptional
For years, we suffered from a “good enough…is good enough” mentality.  You can always offer more service, better service, service with a twist.  In this economy, going the extra mile is the new norm.  If you don’t go above and beyond – you’ll go nowhere.  It doesn’t have to be expensive or slick or complicated.  It just has to be genuine and it has to hit the mark.

Yesterday there was a hand-addressed letter in my mailbox.  There’s something you don’t see often these days.  The novelty made me rush to open it – even though it was addressed to “our neighbors at”.  Inside was a letter from a local pizza parlor owner explaining that he felt he had the best pizza I’d ever tasted and he was going to prove it to me by putting his money where his mouth is.  He’ll give me a free salad, free beverage and a money-back guarantee on a pizza.  If I don’t think it’s better than any pizza I’ve ever eaten, he will put my cash back in my hand.  A menu was included.  I drive by this place all the time but I have never stopped in – hardly even noticed it.  Never had the slightest urge to try their pizza.  What was I waiting for – a personal invitation?  Well, I just got one.  Looks like pizza for dinner tonight.

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by Jeff Schreiber
IGD Solutions

The most important factor in the success of a small business in today’s economic environment is the ability to “turn on a dime.” That is, extreme flexibility in how one looks at new opportunities instead of maintaining the old (and comfortable) way of doing business. So, the successful small entrepreneur must look “outside the universe” to perhaps changing his or her business model in a significant way. The small business person may need to look to others who have ideas that can help turn around a struggling business. The key to all of this is the ability to maintain an open mind, and never say an idea is not worth exploring. Therefore, turn to others, ask for  their help and consul, think very, very creatively and go forth knowing that you have only failed if you never try something new.

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This week’s feeding frenzy over Amazon.com’s  “glitch” is yet another example of how a really basic kindergarten concept somehow ends up becoming another “lesson learned the hard way” in the world of business.

Here’s what we all know, but often ignore: people get angry when they discover – or even suspect – that you have deceived them.  That anger is contagious.  Why do we not remember this?  Why is this a surprise?

You tell a customer that their order will be processed that day.  No true, but it’s what they want to hear, right?  You tell them you solved a quality control issue – but didn’t.  Odds are, they will never know.  You give them an explanation that doesn’t quite ring true - but what are they going to do about it?  Somewhere along the line, many business owners became more concerned about appearing responsive rather than actually caring.  Back when the world was big and impersonal, you could often get away with it.  But now the world feels smaller every day – and it’s very personal.

The surprise that startled even the online giant Amazon.com was how blazing fast outrage can be in this cozy new interconnected world.  Thanks to the web and social media, it takes just a few seconds for one customer to launch a worldwide dialogue.  A single blog post about Amazon’s fateful “glitch” started a snowball effect that gathered with amazing speed in just 24 hours (Church of the Customer Blog has the timeline) – and it’s not over yet. 

But you should have seen it coming.  It all comes down to remembering what you already know.  Don’t underestimate your customer.  Don’t be dismissive, or evasive, or less than truthful.  And even if you aren’t any of those things – don’t let them think you are – even for a second.  Be clear, be candid and be quick!  Because these days, people will talk…and talk… and talk… and talk…about it.

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by Paul Bensman
Details In Retail, Inc.

I was recently invited to speak at a meeting of the Metro West Chapter of the Direct Selling Women’s Alliance. As the name suggests, this is a networking, training and educational forum for women involved in various direct sales ventures. I enjoyed talking with this enthusiastic group about the challenges they face in today’s economy. One recurring theme was the need to just “get out there”.  It’s a numbers game and if you’re afraid of “the NO”, then you’re never going to get to a “YES”. Persistence pays – especially when the odds aren’t in your favor. You have to go for it.  A change in your point of view makes all the difference.  Look at those rejections as stepping stones that will lead you to “YES” – and then watch your sales grow!