Do “Sweat the Small Stuff”

There was a book written a few years ago titled “Don’t Sweat the Small Stuff”. The truth is I bought it, skimmed it, and set it aside so I really can’t beat it up or give it a fair critique. But what I can say is that when it comes to running and operating a successful company, it’s critical that everyone sweats the small stuff.

Here’s just a sample list of things to “sweat”:

Start capturing information now!

Whether it’s an inquiry, a walk-in or someone who decides not to use your company “at this time,” get these prospects onto your list, then maintain your list by creating a relationship with them. Follow-up, send a card (or seven) and let them know that you’re still around. Being on deck isn’t a bad place to be. If their current service provider screws up, goes out of business or drops the ball, your company will be there to pick up the business.

Take the time to make personal contact several times a year with each customer or client. Use handwritten cards, phone calls, personal visits, and at least one personal call per year. This one phone call could increase your customer retention and repeat business substantially.

Return customer phone calls immediately. When a client actually takes the time to try to communicate with you- for any reason- consider it an opportunity to enhance and strengthen the relationship and act accordingly.

Send out “relevant” emails and start your newsletter today. Don’t waste your client’s time by sending them a continuous “stream” of emails that have no value to them. Give them valuable information. If you have multiple lists, take the time to segment your email lists into smaller groups. Your customers will appreciate the fact that you understand the value of their time… and might even start reading the emails again.

Take the time to pick up the phone whenever possible. Voicemail automation is a powerful tool, but it will never be a substitute for a friendly, live human voice. Sometimes, a simple phone call to check in on the health and well-being of your customer or client (not a sales call) will generate greater results than running an ad in the local Merchanette.

Choose productivity over activity.

Make sure that the methods that you use to communicate and interact with your customers and clients are effective, efficient, and get you to your stated goals. Make a list of your daily “activities” and make sure that they are getting you closer to your goals.

Create a pleasant and professional office atmosphere, regardless of the size of your company. Take a look around the office. Get rid of outdated flowers, brochures, and anything else that doesn’t add value to the overall customer “experience” in your facility. The reception area is a place to welcome visitors- not a personal museum for the family of the office manager to hang photos or the latest “artwork” by a two-year-old Picasso.

Finally, just make a list of other little things that you can do “just a little better” in the future. Sometimes, just “sweating” a couple of small things can make a huge, positive difference in the way your customers and clients perceive your business.