Years ago, I helped a teacher friend write some research papers for her studies to become a certified principal.

I particularly remember one that was about the factors that have the most influence in educating students.

The most important factor was not class size, money spent, materials used, or any of the other things you may think. What has the most impact on student outcomes is the relationship: whether or not students feel the teacher cares about them.

The same is true in business.

If your customers understand that you sincerely care about them (and not just making a sale), you will have a terrific advantage.

Now, I'm not suggesting that you should (or could) become best friends with every client.

But you can and should try to learn about your customers. Find out what's important to them, what makes them feel special.

Then give it to them.

It probably won't take much. Good customer service is found so rarely today that all you really need to do is show respect and appreciation.

Listen to people and build relationships.

I've become friends with several of my clients; even without the work, I'd still want them in my life.

You can't put a price on that.

Until next time,
Vanessa

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September, 2008    

Relationships - Your Business Base

Last month's question was: How do you form and keep relationships with your customers, and why does it matter?

It matters because most people prefer to do business with someone they know and like.

It matters because in today's market, customers have many choices, and few reasons to offer loyalty.

It matters because as we all know, it's much easier to keep a current customer than it is to get a new one.

Does this mean you should start telling all your secrets and trying to become friends with everyone who comes in? Of course not.

What it does mean is that you should find ways to acknowledge and appreciate your customers.

7 Ways To Show You Care

1. Ask for opinions. People want to be heard and they need to know someone is listening. Your customers will love you when they know their input is valued.
   
   
2. Respond quickly to all feedback, especially complaints. Some business owners don't want to hear anything negative. But ignoring problems only makes them worse, and deprive you of the opportunity to make a fan when you fix a problem.
   
   
3. Be polite. You'd be amazed at how many folks forget this one and how far it will get you. We've probably all been in a situation where a surly or rude clerk acted like they were doing us a favor by taking our money.
   
   
4. Acknowledge their important milestones and events. Especially for service providers, remembering birthdays, anniversaries and other special events are a sure-fire way to make sure your customers know they are special.
   
   
5. Let them know when you share the same interests. We all tend to like and want to associate with people who are like us, those who share our views and interests.
   
   
6. Admit your mistakes. We're all human and nobody is perfect.
   
   
7. Laugh. There's nothing more attractive than a sincere smile and a sense of humor.

When you enjoy your business and like your customers, you'll both know it. Remember that you can't fake it. If you don't feel it, don't try it.

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

Stationary means still or not moving.
Stationery is writing paper and envelopes.

Riding a stationary bike can be good exercise.
I enjoy finding pretty stationery to write letters to my aunt.

Role is a behavior pattern, or a part in a play or movie.
Roll is a streak of luck, something folded into a cylinder, or a bread or pasty.

He assumed the role of father to his younger siblings.
It took half the roll of paper towels to clean the mess.

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

Think It Over
This month's question: How can you find out what your customers think, feel and need? Next time we'll discuss how you can put this information to use.