You MUST Sweat the Small Stuff

It's The Little Things That Make or Break a Small Business

If you make a poor impression in small things, why should customers trust you with larger ones like buying your product regularly or giving you a big order? In the last two days, I've seen this simple fact proved three times.

I ordered software from Company A. It came with a 30-day trial period, after which I was to be charged for the purchase if I hadn't returned the package. It's now 44 days later and I'm still waiting to be charged for my purchase and receive the code to convert to the full version. I'm having to chase them to take my money.

Company B took an order from me in person, then failed to deliver the goods. When I called them, they remembered the order, but said they had "mislaid" my credit card details, so hadn't shipped my order. No call to me to explain or get my credit card details. Just silence. Until I called to complain.

Now it may be only me, but in both cases I made a mental note not to do business with those companies again. Since they couldn't handle basic administration, I have little confidence in their ability to do anything else well.

The Hallmark of Success

It's nothing fancy. In fact, it's just the opposite.

Successful businesses consistently do all the boring, fundamental, basic, necessary and unexciting little things unsuccessful people put off, ignore or do only when they have to.

It's attention to details. Making sure regular customers are remembered and called by name. Keeping up to date with vital paperwork. Calling people to stay in touch, not just to push a new product. Giving helpful advice and not trying to turn every conversation into a sales pitch.

All the small things that turn a customer into a regular who will choose your business, even if you charge a little extra than the "big box" store down the road.

If you don't sweat these every day, you might as well give up.

Are You Serious?

Small businesses don't have a stranglehold on their market. You never have to buy from them because there's no one else. Typically, they're trying to make their way against flat-out competition from every angle, and you, the consumer, have all the choice in the world. If they screw up the basics, you have many other people to deal with.

Why buy from a small business?

Because they offer things the big stores find really hard: a tight focus on a single product area, with people who truly know their business inside out, not a green college kid trying to make a few bucks.

Because they aren't always trying to sell you whatever the management in Idaho or Vancouver or Hong Kong has decided is the thing to push this month.

Because they remember your name and treat you like a human being, not just a "customer:" a walking credit card to be relieved of as much cash as possible in the shortest possible time.

Sure they don't have a massive stock. Or the lowest prices. Or wall-to-wall TV advertising. But people buy from people, not faceless bureaucracies.

So What's The Problem?

Why do many small businesses fall down on the vital small stuff?

I guess entrepreneurs aren't much drawn to admin. They're originally salespeople or inventors or marketers or dreamers. The admin is an unpleasant chore they do only when they must. But it matters. Lord, how it matters!

They say every disgruntled customer tells around 15 other people about their bad experience. Can your business handle that much negative publicity? If you really hate admin, or you're more disorganized and memory-challenged than your Uncle Chaz who's been hospitalized for twenty years, hire someone efficient to do it for you. Until you do, you're wasting your hard work selling by losing customers as fast as you get them.

Here's how it should be done. I called a small nature tour company recently with a query about one of their upcoming tours. Next morning I got an e-mail from their president. He explained he's presently leading a tour to one of the remoter parts of Mexico, answered my query and apologized for not being able to call me in person.

That's sweating the small stuff!

Guess who I'll be doing business with in future

Your brand isn't just your logo and color scheme. Nor your carefully crafted marketing message. It's what everything you do says to potential customers about who you are and what it will be like to do business with you. And it's usually the small things that speak loudest. Most people get the big things right, because they're paying attention to them. Then they trip themselves up in some small area, giving an impression that's quite different from their public face.

Which do people believe? Okay, you answer that one. I know which I think better shows the real person.

Adrian W. Savage writes for people who want help with the daily dilemmas they face at work. He has contributed more than 25 articles to leading British and American publications and has been featured in The New York Times, The Wall Street Journal, USA Today and The Chicago Tribune.

You can find his blog on small business life at http://www.adriansavage.com.

---

Complaining Consumers

The salesman's job is to be well informed; extremely well informed. For this information is how he earns his bread. At a car dealership the commission over... Read More

Customer Service: Why Bears Make Bad Customers

Every business owner should have a picture of his or her ideal customer. When I picture my ideal customer, I see a business owner struggling to find... Read More

Write a Business Thank-You Note

Have you seen that thing on TV where the gal tells the nerd she wonders why he never asked her to marry him and he stumbles and... Read More

Customers - What They Really Want - 6 Secrets of Customer Service

What customers really want can be divided into two areas.Firstly - they want the core service of your business to meet their needs. They expect your product... Read More

Customer Service Tips - Is Your Business A Leaky Bucket?

Customer service and customer service training are vital for any business.But, is your business a leaky bucket?This is a question I always ask small business owners who... Read More

Should I Have My Company Mystery Shopped?

I wish I had a nickel for every time someone said to me, "Oh, you do Mystery Shopping; I always wanted to do that!" I think most... Read More

Invalid Excuses for Poor Business Results - The Weather

Note to Kmart: It wasn't about the weatherIn the 1970s Kmart was the retailer to beat. No matter what happened, they seemed to turn profit. Customers were... Read More

Customer Service and The Human Experience

Historically, customer service was delivered over the phone or in person. Customers didn't have many choices, and switching to competitors was cumbersome. Today, these methods are but... Read More

Be A Resource

What is one of the greatest ways to add value to your business? Nope, it's not giving away free merchandise, offering special discounts, or even creating a... Read More

Establishing Yourself as an Expert in the Eyes of Your Customers

The most important aspect of a successful business is developing the correct mindset toward your customers. And this is not the over used phrase The customer is... Read More

How CRM Software Works -- Creating Customer Satisfaction with a Click

When people ask, "What is CRM?" the literal answer is, "Customer Relationship Management," but that doesn't really convey much in terms of what all CRM does for... Read More

What Type Of Software Is This?

The other day while at the book store, I came across some accounting software CDs strewn with other CDs and books in garage sale box.How can any... Read More

Poor Customer Service - Are Your Customers Driving Away Other Customers

Every customer you have is a word-of-mouth advertiser for you. Unfortunately 90% of this free advertising is negative. Your goal is to get positive-word-of-mouth advertisers.Think about it,... Read More

How To Build Stellar Client Relationships

Your opportunity to build a stellar client relationship starts with managing the gap between your perception of how things are going and your client's.Begin the process here... Read More

Profit from a Customer Service Recovery Program

A client recently said to me: "Most days things seem to run smoothly; but whenever we have a customer complaint, we seem to collapse. Where are we... Read More

Carpet Cleaning in Surrey

Like any business, carpet and upholstery cleaning requires excellent customer service and great value for money. There are a number of ways in which one can obtain... Read More

3 Special Benefits Every Customer Wants

Every customer looks for 3 special benefits when they do business with you. They may not specifically ask for these benefits. But you're losing sales if you... Read More

How To Handle Customer Billing Snafus

Q: I just discovered that for the past six months I have been billing a client half of what I should have been. Should I just include... Read More

If Everyone Thinks They Give Good Service, Why Do We As Customers Think Its Poor!

First of all let's look at what customer service is all about.If you go into a shop and talk to anyone who works there you expect to... Read More

Customer Loyalty

Loyal customers are the foundation of almost every business. Going the extra mile to provide outstanding customer service is the first step to customer loyalty. But there... Read More

Dissatisfied or Rude Customers Can Be Satisfied Customers

On a recent airline flight I was an upset customer. I was arriving on a late inbound flight and connecting with the last flight out on... Read More

Restaurant Owners ? How Important are People Skills?

You are serving great food. Your establishment is new, spotless and inviting and yet you are not getting the repeat visits that you expect. What's up? What's... Read More

Customer Service: Everyone is Fighting Their Own Personal Battles

Relationships... Money... Health..The Past...Failure..Mental and Spiritual Battles..Time Constraints...Professional pressures..At any given moment you, your clients, and employees are dealing with one or the other of these challenges... Read More

Customer Service - A Lost Art?

Is customer service a lost art? Before you answer that question, take a moment and think about the last few times you have gone shopping or out... Read More

Losing Angry Customers

This article offers five ways to help you deal with angry customers. While the goal of all businesses is to have only happy customers, we also have... Read More

RETAIL GREETERS: Sales Builders or Customer Turnoff?

Do you need greeters or should you avoid them? That is the perplexing question many retail organizations are struggling with today. Often touted in the press as... Read More