Costs So Little Means So Much

By: Marc Weiss

My favorite expression about running a retail business is that Retail is Detail, the sum of doing a lot of little things right. One of the little things that you can do right, really costs so little and means so much. This expression comes from Herb Wise. Herb owned a Men’s shop in Berea, Ohio. He could have written the book on customer service because he cared about his clients and treated them as friends. He had a great disposition and really loved being around people. Herb was also the father to  Evan Wise, Managing Director of Management One®. Herb understood the power of paying attention to others and acknowledging them. He understood that taking care of his customers and not getting upset about the little things really cost so little and means so much!

Here are some examples of what really costs so little and means so much.

A customer comes in your store with a return. Throw away the policies and just take care of that customer, even if it means a refund. You will always lose if you draw a line in the sand. One unhappy experience can generate more bad word of mouth than you can possibly replace with all the other good things you do. In the long run keep them happy costs so little and means so much.

An associate makes a great sale and you say nothing or worse yet ask them why they didn’t sell more. Thank them and show them you appreciate their efforts. This can be a motivator. If you are the boss what you say has incredible impact. A smile can make them feel great about themselves while a negative expression can demoralize them for the entire day. Never underestimate what you say, how you say it and your demeanor. These few simple expressions can turn your staff into a positive force. This costs so little and means so much.

Review the customers that have been in the past week. Some you know, some have not been in for a while, and some are the steady ones that  provide the foundation of your business. Why not pick up the phone, call them and say, “ I saw that you were in last week, I really appreciate it.” Ask them how they are, if you know the family ask about their family . Wish them a Happy New Year. Don’t try and sell them anything. You just showed how much you care. If you own the store it will make them feel important. This could be the best marketing activity you do all year. Again this costs so little and means so much.

You just had a phenomenal sell through with a vendor. Why not call the rep and let him/her share in your success. If you make him/her the hero consider the benefits to you in the future. A lesson I learned early on in buying is that maintaining respectful and meaningful relationships with my reps could pay big dividends in getting incentives, good shipping, swapping out poor sellers,, and sometimes even markdown money. Again a simple thank you and a call can cost so little and mean so much.

One more thing you should know about Herb Wise. He escaped from Nazi Germany on the last boat out. Governmental officials ordered the ship back to port and the captain, aware of the fate of his passengers, refused. Imagine the lives he saved on the boat and of future generations. Our lives are impacted everyday by the decisions of others. The Captain’s bravery in relationship to the fate of his passengers really cost so little and meant so much. I believe Herb lived his life understanding the value others around him brought to his family and his life.

As we begin 2009 consider what you do as it may mean more than you can ever imagine to those around you.

Marc Weiss is Managing Director of Management One , an international management consulting company with affiliates throughout the United States, Ireland, and the UK. He may be reached at marc@management-one.com

(The Hallman Company is an affiliate of Management One )