I often wonder why so many businesses seem to ignore the simple things.

Courtesy, respect and common sense are so often absent that just doing small things can give any business an advantage.

How many times have you gone into a store and encountered rude sales clerks? Or requested information from a website and never received a response?

Often, companies are so busy trying to find and implement complex procedures that they forget the most important component to success: listen to the customers.

Smaller businesses tend to be more personal and don't have this problem as often.

I do a lot of "networking" and my client list is still rather small, so I don't have this problem - yet. And I don't intend to ever have it.

The personal interaction is one of the things I like best about being in business for myself. I communicate by phone or email with most of my clients on a weekly basis, and at least once a month.

Right now I'm designing a contact reminder system. I want to know what my clients think, feel and need.

And I want to make sure I'm giving them what they want.

Until next time,
Vanessa

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Business Spotlight

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October, 2008    

Give Them What They Want

That's one of the biggest factors in a successful business.

Sure, you provide a superior product and outstanding service. You solve the customers' problems and give them exactly what they need.

People may know what they need, but they want what they want. And they buy what they want.

Do you know how to let your customers know that you have what they need and what they want?

Last month's question was, "How can you find out what your customers think, feel and need?"

No, I didn't change the subject. What they think will tell you what they need. What they feel will tell you what they want.

So how do you find these things out? First, you ask them!

Most customers are happy to give you valuable feedback - as long as you make it easy for them to do so.

• When you (or your employees) are conducting business face-to-face, make sure to ask quick questions: Did you find everything you wanted? Is there anything else you need? Try not to be pushy or intrusive, but give them a chance to voice their opinions.
• Sometimes you many need to provide an incentive. A small discount or a bit of recognition will be enough to encourage many of your customers to participate in surveys or fill out customer feedback forms.
• You could create a contest to get information and encourage participation. Each customer who fills out the form - in your store or on your website - is entered for a prize every week, month or quarter.

The fact is that most dissatisfied customers simply don't buy again, and you never know why, unless you keep tract and ask. Some unhappy customers will loudly tell everyone (except you) about their bad experience.

Satisfied customers also tend to keep it to themselves, unless they have an exceptional experience, or some other reason to share the news of their find.

That means you will have to seek out the information you need to improve your business and keep your customers.

It is worth it to find out what your customers want and what they need. Apply that knowledge. Make sure they know you have what they need, and that it's what they want.

This column focuses on easily confused words and common language mistakes.

Adapt means to change or adjust.
Adept means skilled, capable or proficient.
Adopt is to select, take in or approve.

Successful business owners adapt to changing situations.
She is adept at handling the new machinery.
Sometimes it's not easy to adopt new ways.

Your turn readers. What word foul-up drives you to distraction?

From reader Tracey Miller, Author of On The Path To Understanding, "Irregardless is not a word."

Think It Over
This month's question: What are your plans for the future of your business? What steps are you taking to make your vision come true? Send me your stories about how you plan, organize and strive for your goals.