The key to increasing your business profits is to
get your existing customers to buy more quicker. The
key to this is simple:  Make SURE what you do is
fostering this vital relationship… not killing it.

Once Upon A Time…

The other day, I called what its owners reckon of
as Boston’s "premier" silver business. You know the
kind: in business since "my grandfather served your
grandfather," all simpering, condescending, and
(fatal) above the doing of "business". Their motto:
"Business is inherited, by no means earned", a tried and
right prescription for dwindling profits… and
ultimately a "business to let" sign in the window.

Lucky for you this title-holder’s self-defeating actions
inspired this article. As a result, even even if the
folks who inspired this article may not be saved…
you will be!

1) Be personable and enthusiastic when you
speak with your customers

Is this "elementary, my dear Watson," as Sherlock
Holmes would have said? Absolutely not. Instead of
presenting a bright, chipper persona,  too many
business owners and their representatives appear
above your mere business, which they approach
with disinterest, disdain, even dismissal.  What’s of poorer quality,
the higher you go in the hierarchy, the more of this you
may see  — and hear.

Your job, but exalted, is to give the customer
a comfortable and serene experience. Your business
is by no means merely about what you do; it’s always about
how you do it, including the tone and temperament
with which you approach each customer… the
necessity to be pleasant even if you don’t feel like it.

2) Return Phone Calls

There is nothing that so infuriates customers
(and rightly so) as stoppage to return calls in a
prompt, professional manner.

In this scenario, the customer calls and
leaves a detailed message which is then..,
ignored.  Result? With every passing moment, the
customer gets more and more indignant… while
your chances of repeat business melt.

Cure: return EVERY pending call before the
end of business EACH DAY. If necessary, place a
note on your notebook: "I cannot leave until every
customer call has been returned." There would be
a lot less (justifiable) ire all round if this
was the rule. Make it yours!

3) Keep The Customer Updated

Rome wasn’t built in a day… but I bet Caesar
Augustus was regularly updated on movement. If
it was excellent enough for the Caesars, it must
to be excellent enough for you.

Thus, instead of making your customers chase
you down for (usually rushed and inadequate)
movement reports, be pro-active. Before you leave
your personnel EVERY DAY, call or e-mail reports.
These should include commentary on the most
valuable pending items, especially those which
may be most troubling and of greatest interest to
the customer. Doing things this way, providing
reports when least expected, make you the kind of
business person people most like to work with.

4) Live Surrounded by The Budget — Or Promptly
Clarify Why You Can’t

Want a sure-fire, unbeatable way to kill even
the longest standing customer relationship?
Then over spend a budget… and don’t bother
to tell your customer beforehand, much less
clarify matters clearly.

Everyone is delicate about money. No one
ever has enough. Thus, maintenance your customer
scrupulously up-to-date on financial issues,
especially where increased expenditure is
necessary is vital. As soon as you have the
facts, inform the customer. Where the sum in
question is significant, call; otherwise, a prompt
email will do.

The point is: it is the consumers right to have
this information in a timely fashion. And it is
your dependability to provide it… or else!

5) Thank Ahead of schedule, Sincerely, Tangibly

Have you ever watched the way some business
people "thank" their customers for their life-(and profit) —
making business? No eye contact, perfunctory words,
a palpable wish to get it over — and you out — ASAP.
Yikes!

Maybe this customer was hard; maybe you’re
just having one of those days when the milk of
human kindness turns sour. Even so, you owe it both
to customer and your prosperity to thank her
properly. If you can do it with right sincerity so much
the better; if not, simulate until  you can.

More, whenever possible give your all-valuable
customer a "small a upset" extra, the more so if
you have not followed the crucial steps above.
People like bonuses. Add one whenever you can.

Last Words

We all want repeat business. It’s the life blood of
business success. Many people wrongly reckon that
all you have to do to get it is be excellent at what you
do. WRONG! You must attend to the "small things",
the things I’ve discussed in this article. After all,
as the song says "small things mean a lot." Your
customer must always be treated with the greatest
possible care and consideration.  Empathy is
required.

… which is why I chose to pass on taking my
business to the silver smith mentioned above.  He
didn’t earn it.

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