Image credit: marigranula / 123RF Stock Photo
Back when I was managing a large service group, I used to practice the art of management by walking around , which is literally accomplished by taking a walk around the department and talking to people.
Today, I like conduct my own market research the same way, I walk around and talk to business owners. What I do is listen and learn.
People love to talk about two things, what works and what doesn't work. So, if you have a few minutes, you can learn a lot about what to do and what not to do, or what to do differently.
In a recent walk-about, I met Danny, who runs a successful service business. He has been delivering fuel to his customers for over 25 years and he doesn't advertise. What he does do is nurture the relationships he has with existing customers, and they have remained loyal to him through thick and thin.
He is not the lowest priced supplier of fuel and he doesn't try to be. Instead, he delivers the best value for the money, and he never lets his customers down. He delivers, and his drivers and other employees know that no matter what the customer says or does, they are to solve the problem, treat the customer with respect and let Danny know what happened. He handles the problems personally.
Danny proudly told me that he believes in being totally honest with his customers. He sits down with them and shows them his books, what it costs him for the fuel, for labor and other expenses, and how much profit he makes. Amazingly, they understand and they want him to make money. This approach has worked over and over again, enabling him to keep his customers through many periods of rising prices.
In periods of fuel shortages and disasters, Danny is there for his customers, sending out trucks to check on them, to make sure they are ok.
He doesn't take on new customers often, choosing instead to grow wisely. If he can't deliver the best service, he won't accept the customer. At times, people have came to him asking to be added to the list, even though he charges more.
What Danny has built is bigger than his company. He has built a reputation of trust that serves him quite well.
By focusing on his customers, checking on them in good times and bad, communicating with each customer personally, and by keeping them informed of what can and will affect them, he has implemented the most effective marketing plan he could have.
And it is his satisfied customers who do the work of advertising for him, telling their friends what a great service they have.