Last night I picked my wife up at the airport on her return from an extended holiday stay in Kentucky. We stopped at a Holiday Station, a convenience store close to our home for a little “Pre-New Years’ Resolution” Breyer’s Ice Cream to celebrate her homecoming. The store clerk had a “troublesome” customer before he was able to serve me. After the customer was out the door, he sincerely apologized for my having to wait. I assured him it was no problem, and that I hoped I ended up being his best customer of the day. He replied, “Sir, EVERYONE is my best customer!”

This purchase was for ice cream, not a luxury item, advanced financial advice, or for a product that provided a recurring income stream! With a smile he provided cheerful, witty service, which is common at his store. He also told me that he “used to be in sales.” I reminded him that he was still in sales, and doing a GREAT job of representing his company! Rest assured, I will continue to shop there.

Treat every client and customer like your best customer. It makes them feel better and will always serve you well.

This week I was driving from Benton to Bardstown, Kentucky on the Western Kentucky Parkway, or “The WK” as it is commonly called. There is a rest area near Beaver Dam between Paducah and Louisville that everyone refers to as the “Half-Way Café.” I stopped to get lunch at an Arby’s where I ran into a fast food genius!

The elderly couple in front of me did not seem to be familiar with the finer aspects of fast-food dining; they were somewhat confused about how to order, where to get their drinks and condiments, and where their order would be delivered. The shift manager “knew” her customer. She spoke a little louder and a little slower so they could hear and UNDERSTAND. She was patient, and took time to explain everything, even walking down the counter to point out were everything was located. They happily picked up their order and sat down at a table.

I stepped up to the counter, and the shift manager recognized I was an Arby’s veteran on a mission and in a hurry, and provided prompt, friendly service. The elderly couple and I wanted the same thing – lunch. However, our needs were very different, and the server recognized that difference and gave both of us GREAT service, because she served us based on OUR needs, not hers. All of us would do well to mentally evaluate our prospects and customers, and provide them what they need the WAY they need it.

Salespeople and sales organizations go to great lengths to “wow” their customers and clients. Unbelievable amounts of time and money are spent to stay trying to stay in front of clients and prospects in tremendously creative ways. However, sometimes the basics are what make the biggest impact.

Last night I received a call from a very good client. He was calling from a tailgate party at Lambeau Field in Green Bay, Wisconsin. The Packers were getting ready to host the Vikings in a “big” game, and he was taking the time to call some of his best friends and clients, and letting them know that he was thinking of them.

People love to know that others are thinking about them; this is the stuff of which relationships are made. Make a list of your top customers and clients with their phone numbers and put it into your planner, cell phone, or PDA. Whenever you have a few minutes, make it a practice to give them a call when no selling or buying is taking place, and do it ON PURPOSE. Staying in touch keeps you on your client’s minds. Sometimes all it takes is a simple phone call.

Is anyone else out there bored with cans of holiday popcorn sent as “customer appreciation gifts”? This week I was in an office that had received FOUR cans of popcorn from various vendors! How much popcorn is enough? Some offices start looking like snack buffets!

Don’t peg me as a “Scrooge”, however. Treats in the office are a wonderful holiday tradition. I am not suggesting you abandon these traditional office gifts, but look for a way to personalize your holiday gifts for your customers and clients, and maybe do a little something extra for your key decision-makers.

If your client has children or grandchildren, a book of movie passes can be a wonderful touch. Many families make a point of going to the movies this time of year. I had a client in North Dakota whose wife worked as his partner in the office. She mentioned that they never went to the movies anymore. I dropped off four movie passes with a gift certificate for concessions on my next visit. She LOVED it, and her husband laughed his head off! This $25 gift was memorable and appreciated.

The ultimate gift for a customer is one that helps them grow their business. If your client likes to read, or listen to CD’s on business development, consider a gift of knowledge. As Michael Gerber said in The E-Myth, we spend time working IN our businesses, but little time working ON our businesses. A book with great business-building ideas can be the differentiator between you and your competitors.

Go to the “Links” page at www.michaelroby.com. You will find reviews on books I have read that have been valuable to me and my clients in building our businesses. To make it easy for you, you can even order through Amazon by clicking on the link for the book or CD, or search for other related titles as well. The book reviews change monthly, so check in often.

Thanks for taking a time to read this post today. Have another cup of cocoa and a bowl of popcorn… and a wonderful Holiday Season!

What can you expect here? This blog will be designed to share sales and marketing ideas for people and businesses who wish to grow their businesses. The methodologies and ideas discussed will focus on strategies and tactics designed to increase your business from your best existing relationships, and referrals from those relationships.

My hope is that this will be a clearinghouse for PROVEN sales and marketing strategies. I’m not going to post ideas I THINK will work, but rather techniques that I KNOW will work, because they have worked for me or for other professional salespeople.

I ask that you limit your posts to those ideas that have worked for you. If you want discussion on a potential idea, please make certain you describe your idea as something you are CONSIDERING. This will allow you to take advantage of the experiences and knowledge of others.

I’m looking forward to this journey. May it be profitable and fun for us all!