Make It Personal

We’ve all seen the change happening over the past couple of years.  Big chain stores folding up one after another, unable to draw enough business to feed their high costs, victims of their own size.

Meanwhile, the smaller, more efficient and nimble independents continue to survive.  Much like the tiny mammals survived the extinction of the giant, unwieldy dinosaurs, the small business owner is positioned to fill the void left by the perishing Goliaths.

And the key to success?  Make it personal.

Personalized communication coupled with personalized service retains customers.  In fact, many times that 1-on-1 attention will overcome price resistance of the “shop-around syndrome.”  People like to feel special, and they like to feel their business is appreciated.

A great example: recently, the Memphis Grizzlies of the NBA reacted to a year of poor ticket sales by “getting personal” with the local fans.  They began with a phone call, recorded by one of its players, inviting previous ticket buyers to a special event.  Of the 6000 calls made, 1500 took them up on the offer!

The team also set up a “Fan Advisory Board” made up of season ticket holders, and they meet monthly with front office execs.  This way they get face-to-face feedback on their customer service efforts.

Question: How can you better incorporate 1-on-1 sales and service in your business?