“Small Town” Customer Service

When I moved to this beautiful Hill Country small-town over twenty years ago, it was generally a joy to deal with the local merchants. Everybody seemed to greet you with a smile and a “come on in” as you came through the front door. I used to enjoy the banter and chitchat that took place before we got down to business. At some point I’d hear a “how may I help you” or a “what can I do for you”? We’d talk about what I wanted and nine times out of ten, I’d get what I needed. I was usually “thanked” for my business and left feeling pretty good, got what I needed and got it at a pretty good deal.

Why in the heck isn’t customer service more like that today? As a shopper with cash in my pocket, I certainly think I should be treated better! If you are a business owner, here are a few things you might want to think about. Do you actually display “small town” customer service? Or, is that just a concept that’s nice to talk about in your marketing materials? So read on, and if you are doing all of these things right, you’ll propably see me back in your place again!

Do you stop and acknowledge customers as soon as they walk in your place of business? When I was in the restaurant business, research then indicated that customers begin to feel alienated within three-to-four seconds of entering a restaurant. Why set yourself up to have to overcome that alienation? Greet ‘em like they’re walking in the front door of your house and they’ll remember that, even if the meal wasn’t fabulous. It was a rule in my restaurant that our customers were to be greeted before the hydraulic door closer shut the door behind them. When your customers feel welcome, they’ll keep coming back. When your customers keep coming back, you’ll remember that.

Do you spend time “visiting” with your customers? Most would probably say they don’t have the time. How can you not take the time to get to know your customer better? I’m not talking about sitting around gossiping, that’s an absolute waste of everyone’s time. I’m talking about building relationships with your customers. People buy from people they know and like. Word-of-mouth marketing is implemented when someone who knows you and likes you recommends you to others. Referrals rule, but you’re not going to get them without taking the time to nurture and cultivate relationships with your customers. When a new prospect walks in and tells you that “so and so told me to come see you”, you’ll remember that.

“How may I help you?” or “What can I do for you?” still goes a long way with me these days. I want to be helped. I want someone to wait on me and answer my questions. I want someone to give me the information I ask for. Is it too much to ask your staff to provide some service with a smile on their face? Do your sales people help your customers find what they need or do they point them in the right direction? Once I’ve found something, please don’t make me look for someone to take my money. All employees need to be focused on providing excellent customer service all of the time. If a new customer tells you one day “your people are just so friendly and helpful”, you’ll remember that.

If you do the simple things that make your customers feel like they were helped by a friendly and knowledgeable staff that treated them politely and thanked them for their business, those folks will remember. They’ll tell their friends, who will tell more friends about how great your business is and how good you treat people.

If you don’t do the right things and people feel cheated and are unhappy with your poor customer service, they’ll remember. They’ll tell their friends, who will tell more friends about how poorly they were treated and what a lousy business you have. That’s a “word of mouth’ advertising you never want to deal with. You might get away with it for a while in a big city, but it will kill you in a small town. A friend of mine has a small plaque in her office that says, “I live in a small town, there’s not much to look at, but there sure is lots to talk about!” What are people saying about your business?

It’s a sad state of affairs, but customers today generally do business with those stores that treat them the “least poorly”. With even a small amount of attention paid to outstanding customer service, you can make your business stand above the others!

Comments

[Etienne A. Gibbs, MSW]

Mike!

You hit the nail on the head when you said, "Do you spend time 'visiting' with your customers? Most would probably say they don’t have the time. How can you not take the time to get to know your customer better?"

In essence, you are talking about building an ongoing relationship with the customer. Well, that's what I preach. Glad to see someone else has and practices similar beliefs. Right on, Brother!

Let me be the first to publicly announce that I'm proud to be marching to your beat!

Etienne A. Gibbs, MSW
The Master Blog Builder
www.MasterBlogBuilder.com

PS: It was good to finally meet you at the SAPCA breakfast meeting yesterday.