My mechanic has me trained. When I take my car in for an oil change, he places a sticker in the upper left hand corner of my windshield to remind me what date and mileage I should have my next maintenance completed. But every once in a while, he forgets to put the sticker on the window. Then I have to remember the date and mileage details.

It's a good thing to train your customers and clients and it can help you pump up your bottom line. But if you choose that route, it's important to follow through.

Because my mechanic occasionally forgets the oil change sticker, he shifts the burden of that "perk" to me. On top of that, it could cut into his business if I delay the maintenance because I've forgotten when the car is due. And if he forgets stickers on several cars...well, you get the idea.

Training your customer when and how to do business with you helps both them and you. You can train your customers to easily understand when you are available, when to expect a response to a question, when to expect delivery of a specific item plus many more interactions with you and your business.

Customers appreciate consistency from the companies they do business with. But make sure you have a mechanism to help you follow through. Unmet expectations have a way of driving business to your competition.

About the Author

Denise O'Berry frequently speaks to professional organizations, is the author of three booklets, and several "how-to" manuals. She writes a weekly small business column, hosts an online small business owners forum and is called upon regularly by publications such as Entrepreneur, Bank Rate Small Business, Florida Trend, Inc., various newspapers, radio and television to provide expert comments on small business issues.

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