Today I went into a store to purchase a pack of gum. At the end of the transaction, I said, “Thank you.” The clerk’s response was, “Not a problem.” Am I the only one who hates that response? I mean, every single time I hear it, which is getting to be more and more frequently, I want to respond that of course it’s not a problem, it’s your JOB and you’re being PAID to do it! Whatever happened to phrases like “Thank you” and “You’re welcome” and all the Sir’s and Ma’am’s we used to be taught were just plain good manners? Whatever happened to businesses caring about their customers and treating them well so they’d return and buy from them again? In an age where common courtesy isn’t so common and quality customer service is non-existent, an easy way to set your company apart is to care.

I’m no stranger to being online. I signed onto the internet for the first time in 1997 when I was working at a university and the world wide web was still a novelty. I’ve also had websites before and learned a little bit of software so I could build one myself. However, I am new to the whole ecommerce bit and selling products from my own site instead of using a tool like an auction site or Amazon.

A long time ago, I learned the benefit of not reinventing the wheel, so when I was revamping and expanding my website I started looking at other folks’ sites and seeing what they do and how they do it and trying to figure out what might be a good fit for me. I’ve even signed up for a couple of “free offers” to get more information on the particular system the sender recommends. So far, I’ve been shocked, although I guess I shouldn’t be, at what passes for a quality product.

One person sends me TONS of emails. Now, I know that in the end they want me to buy something and I really don’t mind paying for a good product, but come on, at least make an effort to get it right. Mr. Ton O’Email (not his real name) seemed like a great find…at first. “Let me send you this free information” his site says. I think that sounds great, plus he was recommended to me by someone I know so I plug in my “Junk” email address, the one I use when signing up for contests, email responders, etc. My first email from him was full of “important” information telling me how great he and his products are and if I don’t believe him, just go to so and so’s site at such and such location and they’ll tell you, too! I click the first link. Site not found. Ok, so the web changes every day and no one can keep up with every little thing. On to link #2. It’s something completely different in a language I can’t read. From there, it was much the same, but with only 75% of the links touting his brilliance still in existence, I was less than impressed. So, I emailed him and said “Hey, Mr. O’Email, you might want to update your autoresponder emails because several of the links are bad.” No response. And again, I know folks can’t respond to all the emails they get, especially ones as wonderful and busy as he tells me he is. But that was about 5 months ago and another person I know signed up for his free information just a couple of weeks ago and everything was still the same. Needless to say, I never did spend any money with him.

Conversely, in my ongoing quest, I came across someone who actually acts like they care about you and want to help. Carrie Wilkerson, the Barefoot Executive has been an awesome help to me in the past few weeks. Yes, she still has products to sell, but the free information she gives is quality information. It wasn’t exactly what I was looking for when I found her, but I purchased some things from her that are beneficial to me and my business.

So, what was the difference? I could say, quality products. Carrie puts just as much quality and thought into her free offers as in the items with a price tag. Her links work, when she says she’s going to send something, she does and her site is relevant/current. But to sum it up into one thing, Carrie cares and Mr. O’Email does not.

Mr. O’Email is just looking to make a quick buck from those he affiliates for and I’d be surprised if he has any sustainable ongoing business. I could be wrong, that’s been known to happen, but I kind of doubt it because lately his emails have been more frequent and more frenetic, almost pleading for me to come sign up for his latest deal.

However, I can tell that Carrie truly cares about the people she’s trying to help. Has she ever personally sent me an email that’s not most likely an “autoresponder”? No. Does she still have products to sell? Yes. But at the core, the heart of who she is, it comes through loud and clear – “I want to help you get to where you want to be. Yeah, I may have some tools that will make it a lot easier, but I also have a lot of good information just sitting here for you to make use of it.”

I love that.

Zig Ziglar said, “If you can dream it, then you can achieve it. You will get all you want in life if you help enough other people get what they want.”

Do you care? At the core of who you are and what you’re business is about, do you care? Or are you merely trying to amass as many transactions as possible before you move onto something else? I don’t know about you, but I want to help people. I want to offer quality products and services to help people get to where they want to be. Long before I ever went into business for myself, I was already asking people about their dreams and aspirations and asking why they weren’t going for it and let’s figure out how to make it happen. It took me a long time to actually start putting a price tag on it because it was just something I loved to do, I didn’t really see it as a viable vocation in Middle Oklahoma where coaches worked with teams in things like football and basketball and such.

So, how about it? Are you giving your customers the best chair or hair cut or carpet cleaning or widget or whatever that you possibly can? Do. You. Care? If you don’t, I wouldn’t be surprised if you’re struggling in this economy. Now, I know there are plenty of businesses that offer spectacular service and/or products that are still struggling but I’m not one to rail against the President or Congress or whomever under the guise of the economy. The economy goes in cycles. There are good years and bad years, round and round it goes; always has, always will. I’m a proponent of the fact that if you are wise in the years of abundance, you will more easily weather the years of leanness.

There are many companies that could avoid failing if they simply stepped up and set themselves apart by offering a quality product or service for a fair price. I don’t know about you, but I’m willing to pay more for something if it’s a pleasant experience. No kidding, there’s scientific proof that people don’t usually spend money for the it, they spend money for the experience and if the experience is good, they’ll come and repeat it.

Can your customers tell that you care? If not, you may want to figure out a way to reinforce that you do. Hearken back to a day of quality and service and take notice to how your clients/customers respond. Don’t be surprised if you start feeling better about life in general as well. I know that when I see the light of satisfaction spark in a client’s eyes it makes me feel good, too. More importantly, take note of how many start coming back more frequently simply because they know that you truly have their best interests at heart.

Happy entrepreneuring!

Katherine