Sometimes the smallest things make the biggest difference.

Today’s topic is very dear to me. In fact, I recently wrote a book that holds today’s subject at its core, Profitable Relations.

Communications, Expectations,
Relationships, And Profit

Business books, articles, seminars , and other products filled with  promises to help you grow your business may teach you an array of ideas, theories, techniques and strategies…

…But even with all that, business owners often forget one
crucial ingredient.

Differentiating your business, whether big or small is critical to success. I’m not going to write more on that topic today…we’ll leave the importance of USP statements, vision planning and all that other good stuff for another day.

You see, even more important than your mission statement, your advantage, your selling strategy, distribution plan, or marketing materials…is one single concept so powerful and easy to use, yet it is often neglected and completely misunderstood or forgotten.

This concept is an integral part of every business. Once used, it is immensely profitable. So why do so many fail at it?

Folks I’m talking about COMMUNICATION. Not technological communications. Not technical or “efficient means” of communication.

But the basic principle of managing your customers expectations with the natural HUMAN ability most of us were given when born to communicate.

I’m going to dive in and give you an example that best explains this…

A homeowner spent $20,000 or more landscaping a new backyard, complete with a beautiful pond. The pond features a waterfall and koi fish swimming around. Lovely thing!

But each year the homeowner has to have the pond cleaned. So they call a couple of companies to come out and give an estimate to do this work. The first company comes and gives an estimate of $500. The second gives an estimate of $900.

The homeowner goes with the company A, offering the service for 5 big ones. They clean the pond, make a bit of a mess, destroy some plants and promise to come by the next week to put in new ones.

They don’t come back, don’t call to apologize. Needless to say the homeowner decides to use a different company next year.

The next year, company B is called. The homeowner figures if they spend more they’ll get better a quality service and product.

Company B says they’ll come by to give another estimate. They do. They scope out the pond and say they’ll send the estimate very soon. 1 week, 2 weeks…no estimate, no communication from company B.

The homeowner wants their pond cleaned so they call the company. “Oh, I’m sorry, I’ll send that to you right away,” says the owner of company B. Later that evening the homeowner receives an email with the estimate for $900. “Okay, we’ll do it” they think. The pond company comes provides the service, get’s their cheque and is gone baby gone.

That’s it. The homeowner doesn’t hear from that pond company until the next year.

Hello! Yeah, you reading this. Does that sound like a relationship building business approach?

Here’s another true story:
A lawyer moves into his new office. Spends $10,000 on brand new furniture. The sales woman at the store was helpful and nice. While the lawyer was making his purchase he asked the sales woman if they had a leather chair he had seen, but in a red color. The woman said she wasn’t sure but would let him know.

Long story short, she doesn’t call. He thinks about calling her, but decides to wait. End of story.

I could keep going with countless other episodes where the lack of basic communication skills gets in the way of making business successful, or taking a successful company and making it even more successful.

But for you, this is a chance.

You see, if you’re the kind of person that follows through. If you tell your customer that you’ll be in touch by Monday and you do in fact call them on Monday. You’re ahead of the game.

You’ll stand out from the competition

If you provide a service or sell a product to a customer, and a day or a couple of days after you make that sale, you give your customer a follow up call…they’ll appreciate that. They’ll be more likely to recommend you to others.

And it’s not because what you are doing is amazing. It’s because you’re doing what most others aren’t.

Most businesses, from small companies to global corporations
don’t meet their customers expectations.

Business is about building meaningful relationships with your customers. You can’t do this by selling a gizmo and stopping at that. Well, you can, but you’ll never reach your full potential. You’ll be leaving so much money on the table…

Relationships are developed through multiple communications
and the meeting of expectations.

If either the pond cleaning company or furniture salesperson had met their customers expectations they’d have an ready to buy again customer. Keep meeting your customers expectations and you’ll have a loyal customer for life.

This is a simple, fundamental, and in my mind, essential aspect of business relationships. Yet, so many don’t understand this.

Make sure your customer communications are properly in place and used consistently. Your sales and profits will soar. Your customers will love you, and you’ll enjoy business more!

If you can see value in managing customer relationships, I think you’ll find my new book, Profitable Relations a worthwhile read. In it, I lay out action steps and techniques that show you how, in a no-nonsense approach you can dramatically increase your sales and profits by giving your customers what they really want. You have nothing to lose by purchasing this book as it comes with a 90 day money back guarantee. Have a look here >>

To your success,

Michael