Bollin on Business: Your safest investment

Originally published October 10, 2008

The recent gyrations of the stock market make us all feel like we’re playing the dizzy game of “Pin the Tail on the Donkey.”

Problem is, we seem to be losing our tails and it is becoming harder to find a good donkey.

One thing is very clear, the business climate on Wall Street and Main Street has changed, credit will be tight, and business will be tougher to get. What to do …what to do?

Here is a winning strategy for your business … indeed, your safest investment: Focus on your customers like never before.

And the good news is -it’s not that difficult to do, doesn’t cost a cent and is guaranteed to bring you more business!

Here is an example of great customer focus: In my just-out-of-college days, I was selling advertising for a radio station in Corbin, Ky. One of my clients was a furniture store that, for some reason, was a pleasure to go into.

It wasn’t classy, or particularly appealing to the visual senses. In fact, the rows of fluorescent lights didn’t exactly cast a warm feeling over the neat arrangements of couches, recliners and dining room tables.

But somehow, you felt welcomed.

What made this seemingly ordinary business different was extraordinary people.

It was the genuinely friendly greeting to anyone walking through the door.

It was the true sense that the owner and staff cared about you, the customer.

They never opened the conversation with “what kind of furniture are you interested in?”

After all, you were in that furniture store for a reason.

There was plenty of time to find out what you were specifically interested in.

They truly cared about YOU.

They would engage you about things specific to YOU.

If it was raining they might say, “Forgot your umbrella didn’t you!” as you dripped your way into the store.

And as you were leaving, they would escort you to your car under the dry cover of THEIR umbrella.

They would always introduce themselves and, from that day forward, they knew you by your first name.

When it did get down to business, they were always interested in what you were trying to accomplish in your house or apartment.

They knew what would fit and what wouldn’t-they became partners in furnishing your home.

They weren’t selling, YOU were buying based upon that trusted partnership.

YOU felt appreciated and valued.

When delivery day came, the spotless truck arrived, the uniformed driver and helper came to your door and introduced themselves, unrolled a clean cloth leading the way to the resting place of your new acquisition.

And, with clean gloves on, carefully placed your purchase exactly where you wanted it.

They removed the protective covering, inspected the piece for damage, and asked if you needed to have anything rearranged.

Before leaving, they retrieved the cloth pathway, left their business card for easy connection should a problem arise as they thanked you for your business.

Again, YOU felt appreciated and valued.

I recommend that you overlay this kind of positive customer experience onto your business. Be creative! Think of what you can do to “make their day.”

Embrace Gibson’s Golden Rule: ”If you want to influence someone, concentrate on their needs, not just on your own.”

I can guarantee that this one simple investment will pay big dividends.

Mark Bollin is marketing director of the Green Valley News and SUn. Contact him at mbollin@gvnews.com or 547-9760/