Small Details Big Profits

Today more and more people are satisfied with mediocrity.  What used to be considered rude or impersonal has now become the norm.  We listen quietly when checkers talk to co-workers while we wait in line to pay, treating us as if we’re completely invisible.  We’re frustrated when companies don’t follow up or return phone calls.  Time and time again names get lost in the shuffle.  As a result, business owners who pay attention to the smallest details are the ones that can easily gain respect, referrals and cash flow. 

It’s gotten to the point that customers settle for far less than they deserve.  Show you care about each person as an individual and you’ll have no problem clearly standing out from competitors.  Here are a few simple things that can help you reap big rewards:

1.  Give quick replies.

Check your email and phone calls frequently during the day.  Get back to people as soon as possible, within a few hours at most.  If you can’t attend to this personally, get someone else to do it.  This is one of the easiest ways to impress prospects, get them to like you and be comfortable conducting business with you.

2.  Keep track of every contact. 

There’s nothing more valuable than the names and contact info of people who search you out.  Keep a list of everyone.  Make notes that will help you remember specifics about what each person is looking for, how they found you, why they originally inquired and what possible relationship could materialize.  All companies all go through a number of changes, strategies, products and services over time.  You never know when you may find a need a lead you originally thought may not be a qualified one.              

3.  Read your own printed materials.

How hypocritical to make a written offer or promise for something that you fail to acknowledge, offer or follow through with.  When customers bring this to your attention it’s not only humiliating but it suggests that you aren’t in touch with what’s happening in your own company.  And, that you don’t take the time to read and approve materials before the public eye sees them.  Not a good impression to make.

4.  Forget lame excuses.

No one cares about “why” you haven’t called, followed through, or otherwise done what is expected.  Although some people are kind and understanding, don’t expect a single customer to be sympathetic to your circumstances.  Your customers are like any other customers. They want to be number one.  Remember the saying “What’s in it for me?”  Live by that, it’s even more important today.  Think about any excuse you’re about to offer and put yourself on the receiving end.  If you would roll your eyes or start thinking about your own issues, you’re not helping anyone buy, just easing your own conscience.

It may be easier to blame others for misunderstandings, errors, and other business blunders but it only makes you, the business owner look as if you’re not willing to take responsibility for your company.  When something goes wrong, look at what you may have done (or not done) to contribute to the problem.  Address the concern and take steps to make sure it doesn’t happen again.  There are even times when a really bad experience can turn out to be an advantage for your company if it’s handled properly on your end.

6.  Put contact information on everything. 

Nothing irritates me more than when I’m searching around a web site for a phone number to call someone.  Sometimes I just want to make a quick call to have a question answered.  I don’t want to wait 2 days for an email, especially for a simple question requiring a one-word answer. If you don’t want people to contact you don’t go into business.

Put your contact information on everything – your web site, documents, stationary, etc.  And, make different types of contact info readily available.  Email, phone, fax and web site address all give people the choice of how and when they contact you and make it convenient for them to get their questions answered in a timely manner so they are more eager to buy. 

I’m constantly amazed at how many people want to own their own business but only want to work according to their schedule.  If you’re in business because you want to work fewer hours than you would work for someone else, it’s time to re-evaluate whether or not owning a business is right for you. 

Typically those who become successful spend many more hours on their business than they would work under another company.  And, isn’t the whole point of running your own operation that you get to do something that you love so much that it really doesn’t seem like work?  At least not in the sense of working overtime for someone else?  Business owners put in a lot of hours to build a profitable business.  It doesn’t come easy.  It doesn’t come overnight.  But, it is worth it when it all comes together.  Only then think about reducing your hourly workload, when you’re able to pay others and you’re willing to give others some of the power and control.

Most of the above don’t demand any extra time, effort or money.  It’s just a matter of being aware how important each one is.  Do your best to seize every opportunity.  Focus on any of the above and you’re ahead of the game.  Use them all and you’ll be seeing more profit soon!