A Valentines Reminder

14th February 2013

O.K. hands up who fell for the “Don’t get me anything line,” and actually didn’t get their other half something for Valentine’s Day. Of course it shouldn’t, and perhaps doesn’t, really matter, but deep down there will no doubt be a feeling of disappointment, and even of being let down by your husband or wife. The thing is just by making the effort to buy something and show that you are still thinking of them in the busy humdrum of events (even after many years together) however small the gesture may be, is what shows that you still care, and that you can be bothered to do that little extra thing.

The same thing applies in business. Someone reminded me the other day about the “critical non-essentials,” which are all the things around the core product or service you offer to your clients which make you stand out from the crowd. The little extras you provide without being asked. The care you take with them when you know they need special treatment, and all the after sales processes which ensure that your customers are important to you. Essentially it is “going the extra mile,” and continuing to do that right the way through your relationship with your clients. These are the things which make all the difference, these are what bind your clients to you, and what makes them want to recommend you to all their friends.

But remember, it is no good doing something nice once. It has to be ongoing, and it has to be consistent. Once you have created a precedent, if you subsequently fail to keep up to that standard, you will actually disappoint your customers more than if you hadn’t done it in the first place. Just as with your personal relationships, they may say “don’t bother, it doesn’t matter,” but in reality they will be upset, and you will find that they start to look for a new supplier.

So with business, as with your personal relationships, keep working at it. Don’t be lazy, and don’t kid yourself it doesn’t really matter. Keep giving, and you will reap the rewards.

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