How to Make Your Customers Feel S.P.E.C.I.A.L.

Most people are aware that the real economic engine in the United States is small business. In fact, most would agree that small businesses are the foundation of the economy.

Small businesses are the foundation of the economy. Click To Tweet

Very little provides more satisfaction than building and running a successful small business, but many small businesses make a fatal mistake at the outset: they don’t understand what their customers really want. As a small business owner, to put your best foot forward for success you must create a dialogue with your customers, and ensure they understand that you’re looking out for their wants and needs.

But building a customer-driven small business can be a bit different from competing with The Big Box on the corner. How do you fight a company or business that has an almost unlimited supply of money and expertise? In all truth, it can be extremely difficult and takes a lot of effort; but it can be done and is being done all across the country. Your customers want to feel connected, they want to feel special, and they don’t want to be just a number or another transaction.

Your customers are all looking for products and services that they believe in, like and trust. That is the winning combination in competition, and you and your team will be on your way to beating The Big Box by making the experience S.P.E.C.I.A.L. for your customers.

S – Superior service

What is it, and how do you attain it? First and foremost you must put yourself in your customer’s shoes. Experiment with each and every interaction that will occur between you and the customer. A great starting point is to assess your ability to address your customers’ questions. Ensure that you are receiving good information that is timely and accurate. Really evaluate your website and email responses. Take an honest look at your products and services to make sure they are the best they can be.

P – Products

Evaluate your products and or services to see how they stand up against the competition. Take a hard look at the processes and procedures you can implement to make those products and or services most appealing and cost-effective to your customers.

E – Education

This means training everyone in your team, and perhaps most importantly, training for yourself. As business owners, we are often the last to recognize that we may need and benefit from training. Success starts at the top, and without ongoing business training, you along with your customers will suffer.

C – Consistency

Constantly evaluate and re-evaluate your processes to make sure they are simple, repeatable, and trainable. Delivering consistent products and services are paramount to successful long-term success. Anyone can do something well once or twice, but when you can do it consistently, you know your business is running well.

I – Ideal customer experience

You must monitor and review to see if your customers are repeating purchases. Are they coming back to you for additional products and services? If not, it’s imperative that you ascertain why.

A – Approachable

Do your team members and customers have access to you? If not, why? Determine how to create an environment that allows information to reach leadership so team members and customers know that their concerns will be addressed and not overlooked.

L – Lighthearted

When it stops being fun for you, your team, or your customers, your business has started going in a downward direction and action steps must be taken to change that culture. When your customers and team members have an enjoyable experience, there is no better marketing plan available.

The vast majority of small business entrepreneurs like the risks, controls, and the building of their business many times more than the end result. It is the journey more than the destination that brings real satisfaction.

If you are wise enough to realize this, understand that all the things that can make the big box stores great are also the things that can be seen as negatives. This provides small business owners an opportunity to compete and win over a customerbase that often gets overlooked by so many big box stores.

In the end, all business owners are unique, but most entrepreneurs have common traits. They are competitive; they like the action and want to win. They are motivated and work hard. They have an undeniable desire to succeed and make sacrifices to accomplish their goals.

Find out what motivates you and what you really love about your business; pursue that passion with all your heart and you will receive much more than financial reward: the self-satisfaction that what you set out to do, you accomplished.


kevin coughlinKevin Coughlin, DMD, MBA, MAGD is an accomplished dentist, author, and speaker. With his unique and powerful message, Kevin provides small businesses with actionable solutions when considering strategic change, as well as keys to compete in an expansive market. 



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