How Does a Small Business Get Away With This?

Recently I called a local small business with a question about my account. I was told that the person in charge of billing was out until the next day and that it was best if I call back then.

I offered to leave my message on the person's voicemail to which the receptionist flatly told me "we don't use voicemail."

As a consultant to small businesses, it was hard for me to resist the urge to find out why.

"Why is that?" I asked curiously.

"We find it impersonal. And we just don't use it."

Her frankness floored me. I just couldn't fathom how a small business in today's environment could be so shortsighted.

I understand the fact that voicemails can be impersonal. Sure, we all would rather talk to a live person. But if the appropriate person is not available, why make things more difficult for your customer? Now the burden is on me to chase down the person I need.

Things must be going swimmingly at this business if they expect customers to chase them. What a luxury!

I couldn't hide my disappointment with the receptionist. I wasn't rude, but I pressed for more information.

"You really don't use voicemail?" I asked.

"No, we don't." the receptionist stated.

"Well, you may not want to use it, but your customers might." I responded.

I broke the awkward pause with, "so thanks for your help. I will try back tomorrow."

I hung up incredulous. What business can really afford to make it more difficult for their customers?

Business basics: make it easy to do business with you. This maybe one of the easiest and most successful ways to add value and it should be part of your Marketing DNA.

Move your business to the next level by ensuring your customers don't have to chase you.

Then again, if your business can afford to make life more difficult for your customers, maybe the next level is not for you.

"Everybody Gets Tired When Nobody Listens"

A direct quote from my daughter: "Everybody gets tired when nobody listens."

My daughter is four. She made this enlightened statement between giggling on the swings and hanging from the monkey bars.

While I am certainly biased in thinking my daughter is brilliant, there is no doubt that she speaks the truth. Listening is perhaps the most important skill in both business and in life.

The application of consistent listening serves tremendous marketing benefit. From customer service to employee interactions, a small business owner must be able to truly open her ears and probe for more information.

I previously recommended that a business owner must continually question their customer comments to dig for more information. In order to extract the most information, it is necessary to put aside egos, open up the ears and let the other party do the talking.

This life skill will move your business to the next level. You will find that customers will give you great information, employees will feel empowered and the competition will struggle to match your level of service.

It is tiring when nobody listens. Think how much energy is sapped with the simple act of seeking attention.

Do yourself, your employees and your customers a favor by energizing them with your listening.