AN ACE IN THE HOLE
(Page 3 of 4)
If you keep at it, regularly putting in time and energy,
you'll find an Ace that will make you money, give you tax
breaks, and protect you from the vagaries of our economy.
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7. Appearance counts.
You, and what you produce, should look great. That doesn't
mean you need a glossy brochure, a Tinsel-Town video, or a
$1,000 outfit. But do avoid chewing gum or blowing smoke in
the face of a potential client, especially one who's trying
to decipher the estimate you've scrawled on the back of a
mud-soaked envelope.
8. Triple-check your work.
Mistakes are costly — and leave everyone wondering
what else you might have done wrong. Can you be trusted in
the future?
9. Always do what you say you'll do, and
more.
Customers appreciate speedy service. When you have a
problem, say, a deadline that can't be met, give your
customers the scoop right away. Say you're sorry with a
discount — or a free gift. In fact, throw in extras
even when you don't screw up.
10. Be accessible, very accessible —
to both existing customers and potential new ones. And
remember, it's not just customers who count. Win the
respect of suppliers and you'll get faster deliveries, plus
valuable referrals. While no one drops everything to answer
a letter or speak to every caller, do reply promptly.
Remember how you felt when last you paced, waiting to hear
from a doctor, lawyer, or mechanic? Take every caller's
questions seriously. Back in 1989, Al took a call from a
woman with an amazing number of questions about his loan
software. Later, he found out that she was working on an
assignment for a large computer magazine. Al's technical
support helped him secure a great review when he really
needed it.
11. Zero in on the special needs of those accounts
you already have.
Sure, keep trying to attract newcomers, but take this old
cliche seriously: 80% of your business should come from 20%
of your customers. Treat every one of your clients like a
VIP.
12. One last thought.
New adventures add to the excitement of life and keep us
from growing stale. Starting your own business can be
wonderfully exhilarating, especially if you believe that
it's not whether you "make it big" that matters, but
whether you make it fun, or meaningful.
Don't Be Stopped by the "You-Can't-Suceeed-in-Business''
Myths
