A new 'old' way of doing business

I recently received an email commenting about my post on traveling salesmen. This person pointed out that few women are at home during the day as many work outside the home now. This is very true and it just one of the many changes that have taken place in the past 50 years or so.

Today many women are trying to create home based businesses so they can again be 'stay-at-home-mothers' but it is a difficult task as best. Our country's current economic situation makes it harder too. Many women however enjoy the busy life of wife-mother-businesswoman and work outside the home offers them opportunities that would not otherwise be available.

It is impossible to create a 'one size fits all' business scenario that will work for everyone in every community. But, it is my opinion that many of the qualities of the 'traveling salesman' can be adapted to today's businesses and create more opportunities for growth.

1. A personal approach to each customer -- the more you learn about an individual's needs and circumstances the better you can serve them with special products or services that fit them and their families. This doesn't mean you have to be 'nosey', just create a friendly atmosphere for sharing. If, during a conversation your customer mentions that her daughter is having a birthday soon ask her age and when the customer leaves jot it down in a book you create for customer notes. This way you will know next year when the daughter's birthday approaches and may be able to offer something unique to the customer for the occasion. You don't have to be nosey just pay attention to your customer's conversations and you will learn much about their needs.

2. A regular schedule of visits, posts, or notices -- one of the things the traveling salesmen did was to return regularly to visit their customers. You can do the same thing by posting weekly sales, recipes, or other comments on your website, or mailing special notices each month to your customer base. You can focus on one product or service each month and explain more about how it can help your customer save money, time etc . Keep the contact friendly and helpful -- not a sales pitch. Let the product or service sell itself.

3. Samples, free demonstrations -- remember the vacuum salesmen that came and cleaned your mother's carpet free just to show her how great the vacuum worked and the many attachments it offered? You can do something similar by demonstrating a product or creating a video that can be viewed by customers on your website. The more information the customer has about a product or service and how it can benefit them the more likely they are to purchase.

4. One on One contact -- when you address a customer in person, by phone, in emails or written notices personalize that contact. Don't just let an automated address system put in their name and address when you do mailings. Someone may not go by Joseph P. Jones but by Paul Jones and the name on the form letter becomes impersonal and shows a lack of interest on your part. Take the time to edit the names carefully and make changes. When calling or speaking to a customer be sure to use the preferred name whenever possible and if they correct you by saying "I prefer Sally James (instead of Salina James or Mrs. Fred James) be sure to make a note of it for future reference. The same is true of pronunciations of names. My personal case it is amusing. My maiden name is KISER pronounced with a long "i" (as Kizer) my married name is KEYSER pronounced with a long "e" (as Keezer). I much prefer to be called by my married name as I have used that name over twice as long. lol A simple note in the margin of the phone listing is all it takes to make the customer feel more like an individual instead of just a name on a list.

Simple things, yes. But these simple changes can make your customers feel more important to you and your business and create an atmosphere that will be rewarding to both you and your customers.

Think about it. Don't you feel more important when someone addresses you by name (and pronounces it correctly) than when it is a simple Hi there. How many times have you thrown away 'junk mail' addressed to 'occupant' or when it is visibly a preprinted bulk mailing? Personal contact makes a difference.