Pricing

Tips for small business operators: See your business through the eyes and ears of your customers.

Here is a check list:

Telephone manner :

Do you and your staff answer the phone in a friendly, well-spoken manner, with a voice-smile, giving your name and sounding attentive?

Face-to-face manner :

Do you and your staff appear friendly, smiling, attentive, sincere, speaking in a well-spoken way and with a neat clothing appearance?

Store/shop:

Is the area in which you deal with customers faultlessly clean, with zero clutter, neat displays, and clear signage?

Telephone service:

Do you and your staff answer the phone within 3 or 4 rings whenever possible?

Face-to-face service:

Do you have procedures in place to give preference to a customer in person instead of an anonymous ringing telephone?

Impressions:

Does your customer leave with a smile and a sense of confidence in your business?

Greeting:

Do you recognise and greet returning and regular customers?

Promises:

Will you deliver on your promises? Ahead of time?

Pricing:

Will your customer feel they are getting value for money? Reaction to overcharging is often silent and unforgiving. Have you researched your competitors’ pricing?

Professionalism:

Are your customers handled too casually? Customers react positively to smoothness and professionalism in how their transaction is handled.

Complaints:

Do you handle customer complaints in a way that keeps the customer coming back? All businesses occasionally annoy a customer – handled well, quickly and with sincerity, the customer will appreciate it and should remain loyal.

Price changes:

Do you give advanced warning of price increases? – it is usually appreciated.

Self assessment:

Have you walked in the footsteps of your typical customer as they engage with your business – either literally or in an imaginary sense? It would be unusual not to spot at least one issue that should be improved.

Have you been able to give yourself a tick for each tip? If not, attend to the issues – which may involve setting changes and standards for staff – and re-evaluate as soon as practicable.

This article was suggested by our mentor Stephen Seward