What You Don't Know Can Hurt You

If you make a glaring mistake, your customers will most likely tell you immediately. However, some mistakes, while big, may never be brought to your attention--until it's too late.

Today's Tools and Tips column on NFIB.com discusses nine mistakes or negative aspects about your business that your customers will almost never alert you to. For example:

• You patronize me. I don't like the oversimplistic way you describe your product. I feel as if you're talking down to me. Lesson: Always ask your customer whether he or she wants more or less detail.
• I'd buy more if you asked me. I have so many needs, but you don't seem to recognize them. Maybe you offer products that would make my life easier, but I have no way of knowing. Lesson: Instead of simply describing your products to your customers, ask how you can help satisfy their needs.
• You're inconsistent. 90 percent of the time I know you'll do exactly what you promised. But it's the other 10 percent that I'm never sure about. Lesson: Aim for 100 percent consistency. If you're not going to be able to meet the customers' terms, let them know the minute you realize there might be a problem.
• I'm talking to the competition all the time. Face it: It's a dog-eat-dog world out there. I want to save money and time and get the best deal I can, so it's only natural that I keep looking for other suppliers of goods and services. Lesson: Ask your customers to provide regular feedback to you.