You Better Believe Little Things Count
January 24, 2017
Satisfied customers return to purchase again. Returning customers combined with new customers create business growth and long-term success. In a competitive, progressive society there are generally numerous products and services of essentially the same quality available on the market at any given time; therefore, it’s the little things that count in making the difference between a sale and non-sale and a returning customer or a one-time customer.
Attention To Detail
Although a business can offer a superior product or service, all it takes is one small “something” to force a change to the competition. Owners, managers, and employees not paying attention to detail sends a message to customers and prospects that there are more important things in their business than customers and prospects. But wait...customers and prospects are important! They see and experience the little things in a business that are important to them as purchasers.
A retail store might have messy displays, inattentive clerks, and dirty restrooms. A service business might have an unfriendly receptionist answering the phone, sloppy technicians, or being late to calls. A physician or dentist’s office might keep patients waiting for unreasonable amounts of time, not returning calls promptly, or showing little respect for patients as individuals. A manufacturing business might care little about packaging, on-time deliveries, or personal service. The list of little items that many businesses overlook is endless.
Starts At The Top
Attention to detail starts at the top of a business and permeates down to every employee in the business. One individual alone paying attention to details is not enough. Every employee regardless of position must have the same mindset when it comes to the little things that count in a business as it pertains to customers. What might be important to one customer might be less important to another and vice versa. This means that attention to detail in all facets of a business is important. You never know what is important to one customer…the one thing that might keep a customer, secure a new customer, or push a customer to the competition.
Successful businesses pay attention to every detail in the business. They constantly strive for perfection in all areas and every aspect of the business whether internally or externally. They realize that attention to detail is not limited to employees, customers, or facilities. It’s not limited to a sales event, end of quarter, or peak sales season. Attention to detail is 24/7. It is a never-ending quest to be better than the competition.
Although some customers will recognize the attention to detail given by some businesses, many more customers will recognize the lack of detail. Attention to detail does happen by accident. Management must stress its importance on a daily basis. Employees must be trained and retrained. New employees must be indoctrinated into the business philosophy. Attention to detail is not one employee’s job in a business. It is every employee’s job! If one employee slips on a detail, another employee should be there to “pick up the pieces.” Teamwork plays an important role in a business in making sure that the little things are taken care of…not just today but every day.
See What Your Customers See
If you’re an owner, step into the shoes of your customers and see what they see. If you’re a manager, do the same. If you’re not a detail person, then get employees involved who are. Get opinions from outsiders. Talk to customers. Have a comment card or online contact form for customers to complete. Offer some type of incentive if they do.
Take the blinders off. Business is more than selling a product or service if you really want to be successful. Long-term success and viability is looking at the broad spectrum of a business and paying attention to everything…both the big things in a business and the little things that count, as well.
Attention to detail. The difference between a $100 bill and a $1 bill is all in the details of the bill.