Spring 2009 issue of Horizons

GENERAL TOPICS

Expect the Exceptional

One thing I’ve learned over my more than 20 years in business is that it’s all about customer and employee relations. You need to keep listening to and talking with your employees, customers, vendors and peers and take the best of what they offer. Employees are the ones in the trenches, day after day, with your key customers. They know them better than anyone. So, why not take their advice and try some new approaches? Another key way to “engage” with your customer is to tell them you are considering a change in approach and ask them what they think. In general, people are very happy to help if you are trying to improve operations. Also, as a senior executive in your company, are you talking regularly with your customer? Sometimes just a “How’s business?” call can send a clear message that you value your customer. When senior management goes out of his or her way, then your whole organization is truly in sync with your customer’s business. You need to maintain relationships not only with key influencers and decision-makers, but also keep the door open with that out-of-work professional or former employee. (One of them may become that all- important next key influencer or decision-maker.) You cannot communicate enough in times like these. Even the faintest connection can turn into a new business opportunity or perhaps lead to a new customer. Work at opening as many doors as you can with as many people as possible. Developing better listening skills also is essential. Delve deep inside a customer’s comment or observation and you may find your next project. When a customer talks about a problem, that usually means it’s foremost in his or her mind. Find ways to take cues, move the conversation forward and become a problem-solver. We all also need to be prudent in our business dealings – watch expenses, don’t overextend, stay on top of your company’s receivables, and be good stewards of your assets. Stick to what you do well and focus on doing it even better!

By John F. Herber Jr., CPA

These are tough economic and challenging times for business. No doubt about it.

But what is so extraordinary about business today is that the channels for communication are broader and more open than ever. Business owners and community leaders are looking for answers, and you need to be prepared and ready with the answers. At the same time, opportunities to gain important ground against competitors exist all around us. I believe every business’ most important job is to totally satisfy its customers. And, when possible, it is even better to surpass their expectations. In today’s economy, or any economy, it’s simply not good enough to be average. You must become exceptional at all you do. People are willing to pay for excellence and service but certainly not mediocrity. Microsoft founder, Bill Gates, once wisely said, “Your most unhappy customers are your greatest source of learning.” Rather than resisting criticism or complaints, embrace them as a way to serve customers better. There’s always something to learn about how to do your job better. Ask yourself: 1. Where did the process fail? 2. Where could this happen again? 3. What can I do to show this customer I heard him/her and want to make up for it? 4. And, finally, what can I learn from this experience? In a June 2007 Business Week article on customer relations, author Karen Klein observed, “O.K. or worse service gives the customer the sense of nothingmore than a business transaction. An excellent service is a personal interaction that builds relationships, encourages repeat business, and gets the customer telling their friends about the company.”

Also be aware that you are building for future business. There’s a lot of human capital on the market right now,

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u spring 2009 issue