What small businesses can offer.
WHAT LARGE COMPETITORS CANNOT DO
Know the customer Answer personally Remember previous conversations Make exceptions
WHAT THAT IS WORTH
Substantial, for many customers.
HOW TO USE IT
Record what you know about customers Reference it when they contact you Answer personally rather than through a system
THE RECORD
What they bought, what they preferred, anything relevant they mentioned.
WHAT THAT ENABLES
"How is the unit we installed last year?" is worth more than any marketing.
WHAT NOT TO DO
Automate away the personal contact as you grow.
That is frequently what customers valued.
WHAT TO AUTOMATE INSTEAD
Paperwork, reminders, confirmations.
Not the relationship.
FOR GROWING BUSINESSES
Build the record so staff can offer what you offered personally.
WHAT TO PROTECT
Whatever made customers choose you over a larger competitor.
