What do customers expect and want from small businesses? They want and expect you to be: • Friendly • Caring • Honest • Helpful.
Customers are almost always willing to pay more to work with a company that will treat them well. Make sure they feel that extra level of care and friendliness when they’re greeted on the phone or in their homes, and look for ways to make them feel extra special and cared for.
All. The. Time. And if you’re not, you probably won’t get their business or be welcomed back into their home. For small businesses, it’s oftentimes one strike and you’re out.
You may also want to consider equipping yourself and your team with some destressing tools and adding a little extra time between service calls so there’s room for resetting. Mindfulness apps like Headspace offer quick meditations and body scans that can calm the mind and body and provide stress relief in as little as two minutes. It’s one small thing that can make a big difference in a busy day that’s not going exactly as planned.
The Actionable Takeaway
It may seem this research shows that large companies have the luxury of having bad days without it negatively impacting business. But there’s more to be gleaned from the research than that. Here’s how you can use the findings to give you a leg up on the competition, no matter how big or small your business is: If you’re a small business, use your size and customer expectations to your advantage. Your customers are used to being treated poorly when they deal with the big guys, and they expect less from your bigger competitors. Highlight that difference in your marketing and on your website. Put a spotlight on the customer experience.
Equally important: If you’re a manager or business owner, make sure to keep an eye on your employees. If they’re showing signs of burnout or going through a particularly rough time outside of work, it may be better for your business to give them a little time away, so they’re not face-to-face with your customers when they’re short on patience and friendliness. The same goes for yourself. If you’re a larger company, shock and delight your customers by treating them in
a friendly, caring, honest, and helpful way that they just don’t see or expect from big companies. Make it your goal to take care of your customers and to be friendly and caring in every interaction, even though it’s not expected of you. This will set you apart from your competitors and leave a lasting impression with every customer you deal with. There’s really nothing better than exceeding your customers’ expectations, and when their expectations for you are low, you don’t have to work any miracles. Just be nice.
About the Authors Carter Harkins and Taylor Hill are the cofounders of Spark Marketer, a Nashville, Tennessee-based digital marketing company that works primarily with service businesses. They’re also the co-hosts of the “Blue Collar Proud (BCP) Show,” a podcast that’s all about having and living the blue-collar dream, and the co-authors of the book, Blue Collar Proud: 10 Principles for Building a Kickass Business You Love. They’re also co-creators of the award-winning app Closing Commander, which helps contractors close more estimates effortlessly. Both regularly speak at service industry trade shows and conferences across the nation.
IOWPA NEWS • FALL 2019
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