It's important to learn from what other people do -— both the things they do well and the things they don't. Here's a great example: I was going to a movie with my wife, and we had an hour to kill. I'm a sucker for a good salesperson, and I met one in a men's clothing shop who proceeded to sell me two suits, four pairs of slacks, and three ties. I was treated special, but the clincher came two days after I got home. I received a handwritten note in the mail from the salesman, thanking me and expressing how much he'd enjoyed serving me.
That really made an impression on me. Ever since then, every time we get a new customer, my wife hand writes the customer a note thanking them for becoming our customer. Most importantly, we tell them that if there's ever anything we can do for them, they can always get ahold of us personally. The response we get to those notes is terrific.
Last updated: Sep 10, 2007
Street Smarts columnist and senior contributing editor NORM BRODSKY is a veteran entrepreneur who has founded and grown six businesses. @NormBrodsky