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Treat Little Customers Like Big Customers

Treat Little Customers Like Big Customers
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Treat Little Customers Like Big Customers

By Tom Borg ©2009

A potential customer called a fence company for an estimate on a split rail fence he wanted

installed on residential property. The representative stopped over, gave the client his price, and remarked that it was a minimum size job. The agreement was signed and the salesman promised the work would begin as soon as the homeowner obtained a permit. The homeowner obtained the permit, called the fence company, and left a message for the salesman to notify the work crew to begin as soon as possible. Repeated calls from the potential customer ended in frustration. Obviously, the salesman was very busy, and it was a small job, thus he never bothered to arrange for the work to be done.

A similar situation often happens in the greasy spoon restau­rant. The waitress tells two customers just having coffee and discussing their business issues isn't enough to justify serving him. She says he will have to leave because there are too many people waiting in line for a full lunch.

It is pure ignorance on behalf of the owner to allow this type of customer treatment to exist.

Borg's Rule:

Never ignore a small order-it can cost you big money.

Let's examine the psychology behind that rule. First, even though the job that the customer requested was small, it could be the beginning of a potential relationship that would bring repeat and/or referral business. Second, every customer knows other people. Anytime he is pleased or disappointed about service, he talks to friends and acquaintances. On the average, a customer will tell 5-7 other people of a good experience he has had with a particular business or organization. Good advertis­ing can result from good service. An unhappy customer will tell 9-16 other people of the poor service he has received. Bad advertising usually results from bad service.

How can we avoid offending the customer who has a small order? First and foremost, do your best to give the same kind of service to that customer as you would to a customer with a large order. If that is impossible because your company is just too busy, then I suggest you find one or two smaller businesses to use as referrals for this type of customer. By doing this, you will give the customer the kind of service and respect he deserves.

When it comes to service, far too often the employees of a company or organization make the decision to short-change the customer because they don't see the whole picture.

Remember some people approach their job as if it were a 50 yard dash. They don't realize that they are running a 26 mile 385 yard marathon. Unless the employees change their focus, frustrated customers and lost business will result. Contrary to popular belief, there is not an infinite number of eager customers wanting to buy your product or use your service. In addition to that, there are a growing number of competitors who are vying for those customers.

As a business owner or manager, make it a point to educate your employees on the value of each customer. Make it clear to them that their paycheck depends on long-term satisfied customers. In the long run, your customers, your employees, and your business will benefit.





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Jay Kubassek
(Jay's Full Bio: EvanCarmichael.com/jaykubassek)  In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.

 

As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)

 

Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. 

 

Jay resides in NYC with his wife Jamie, son Milo and dog Cooper.  Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website


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Tom Borg
(Visit Tom's Website)
About Tom Tom has been married to his wife, Elizabeth for 22 years and they have a miniature schnauzer named Tegan. In his spare time, he likes to polish his 55 Chevy, garden, exercise and read. Tom Borg is president of Tom Borg Consulting Development & Training. He is a business consultant, trainer, and author who works with professional service providers. Over the past 27 years, he has worked with his clients and helped them to run their businesses more successfully. As a peak performance advisor to small and mid-size businesses, he identifies the primary areas where most companies are underperforming and shows them how to implement more productive and profitable ways to get results. The consulting, coaching, speeches, and customized training programs he delivers, focus on, Marketing, Sales, Customer Service and Employee Performance. His client list includes hundred of companies, organizations and small businesses. Over the span of his speaking career, Tom has trained thousands of his program participants in Canada, Saudi Arabia and throughout the United States. He is author of two books, Making Service Count � Leveraging Customer Satisfaction to Make Your Small Business More Profitable and his second book, How to Keep a Positive Attitude in a Sometimes Negative World, He is also the author of the special report � The 13 Fatal Mistakes that Small Business Owners Make and How to Avoid Them. His business articles have been published in over 47 countries and have appeared in local publications such as Crain's Business, the Detroit Free Press. He is currently published on Marketing for Success, Ezine Articles.com, Office Line Magazine and Customer Service Manager On-line Magazine. Tom has a Bachelors Degree in Administration and a Masters Degree in Educational Leadership from Eastern Michigan University. You can contact him at 734-812-0526, email him at tomborg@comcast.net or visit his website at www.tomborgconsulting.com


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