There's a local restaurant in my neck of woods that had become very popular for their eclectic cuisine. They received rave reviews from all local restaurant critics and they became a popular place to dine.

About 3 months ago I read in paper that owner had decided to sell restaurant to current chef. The new owner (and chef) was quoted as saying that he was going to change name of restaurant to "Paul's" (this is not real name). The new owner's name was "Paul." He said that his mother liked it. (Well of course she did). Here comes bad part. The restaurant already had a very successful and well-known name. He could have usurped power of that name for a long time, while he started to slowly build his own brand. No one would know "Paul's." Fatal mistake #1.

I put this little story in back of my mind.

Recently, I was walking/shopping down in area of "Paul's" restaurant. As I walked by, there were several flyers (the homemade kind) that had been taped to once gorgeous windows. It automatically cheapened fairly high priced restaurant in my mind. Then I noticed that a big red "P" had been painted (not very well) on one of entrance columns. Now we're well into Fatal mistake #3. Part of awnings on outside had been painted and rest were not. Plus, it looked like they had been spray painted. This was at least two months after they opened under new name. Do you see where I'm going with this?

I haven't eaten at restaurant since change and I'm sure (?) food is still good, but impression that I was left with would make me choose another place. Too much competition to take a risk for an expensive dinner.

(Karen E. Hipp, Author, Do-It-Yourself Marketing)

Survey says: Your store's customer service is #1 reason people return or do not return to your business. There it is in black and white. It's not your product or your expertise, it's your business manners. Period.

What a HUGE overlooked selling tool. Yeah, you may pay lip service to it, but 9 out of 10 of my clients think they give great service, until we do a survey. They're shocked. See, real story is that those who feel they have received less than great services just don't ever come back. And you'll never know that!

Help!

Can you believe it? Just today it was officially announced that we've been in a recession since March of 2001. Millions of people figured that out a while ago and quite frankly, have been in a panic mode for several months now. I've been getting calls from my clients asking "What can I do to increase my sales, and I mean NOW, without having to spend a lot of money?!" I tell them to evaluate their customer service program. To which I hear "Program? What program." Fatal mistake #1. You absolutely must have a written and clear customer service plan, particularly if you train new employees. Do you know what sweetest two words are to any customer? No Problem!

5 To 1

It takes 5 times more effort and money to gain a new customer than it takes to keep one. Now that we are (officially) in a recession, it just makes sense to concentrate on customers that you already have than to try to get new ones. First you should find out what customers really think of your service.

Conduct a small survey with about 10 questions and give it out or send it out to your customers. Make sure to leave room for them to add their own thoughts and ask for their suggestions. Don't just read these surveys and put them in a drawer. Decide what you can do and start implementing these policies or services immediately. You will be absolutely amazed, even shocked to find what an immediate difference in your sales this can make.

Check Out Your Competition

What are their customer policies and services? I guarantee you that your potential customer already knows. Snoop around. Send other people to snoop around. Test their program, then vow to meet or exceed with your own plan.

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