NFIB

Attitude Is Everything
02/ 28/ 2003

by Vicki Gerson

How important is the attitude you and your employees project on the success or failure of your business? More important than you might think. Even if you offer great products and services at unbeatable prices, the attitude your business projects could be the factor that makes it--or breaks it.

You can’t fake customer focus.

All the advertising, slogans, buzzwords and promotional campaigns can't mask a business that isn't truly focused on the customer. For example, you own a salon that advertises with the slogan, "A relaxing experience you will never forget." Unfortunately, a customer may not forget your business because she has to wait a half-hour for her appointment due to overbooking and is then distracted by the sounds of the aerobics class next door during her massage.

Make sure that your business lives up to its promises of superior customer service, or clients will not only think your business negligent, they may also consider it dishonest.

Employee attitude will rub off on customers.

How many times have you been in a great mood walking into a business, only to be greeted by an employee who looked as if it hurt him to smile and seemed bothered that you distracted him from his newspaper? You likely felt your own mood dampen and weren't inclined to treat this employee--and the business he worked for--too charitably.

Remind your employees to treat customers the way they wish to be treated. A bad attitude does not only reflect badly on them, it makes your whole business look worse for it.

Refocus on value.

Your business must convey the attitude that bringing the customer value is your primary focus. Value does not necessarily mean price. Value is also a voice mail system that quickly connects the customer with the right person in your organization. Value is having the means of sending a product within 24 hours when a customer needs it in a hurry. Determine what conveys value to your customers in order to keep their business.

This is an excellent time to review the attitude that you and your employees are projecting and to set goals for the attitudes you want to project. Think about what core attitudes are important to you. Have you made them important to your employees? Be sure to find out what values are important to your customers and be willing to realign your business priorities accordingly.

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