Helping customers can build your business
By Jenny C. McCune • Bankrate.com

Being a musketeer can pay off for the owner of a small business. Put that literary trio's famous rallying cry of "all for one and one for all" into action when it comes to customers, and you'll do your business a big favor, too.

"If I make my customers more successful, they will ultimately make me more successful," says Jeff Hunt, owner of CES Screen Printing and Embroidery in Indian Trail, N.C. "They bigger they become, the more they need. And the more need, the more business I get."

Here are a dozen tips on how to work with customers and increase everyone's business.

Understand the customer and his business
"Once you understand what they are trying to do, you'll have a much better sense of how you can help," says Jan Twombly, president of The Rhythm of Business Inc., a Newton, Mass.-based business and training firm. A bank that Twombly's company works with wanted to get more referrals from financial planners, accountants, lawyers and other professionals. The bank's management initially thought that offering discounted services to these professionals would get it more business. But after talking to them, the bank staff's discovered that a financial education program that could be offered to the other businesses' customers would be more valuable, says Twombly, and would in turn make them eager to refer their clients to the bank.

Lend your expertise to your customers
Another Twombly client is a software concern expert at supply chain management. The company shares its expertise, for free, with its customers. "It helps make their customers stronger and brings them more business," explains Twombly, co-author of Collaborative Communities: Partnering for Profit in the Networked Economy.

Cross market with your customers
CES silk-screens and embroiders clothes and company uniforms with business logos and names. One of its clients is ST Motorsports, the owner of an auto racing team. Whenever CES goes to a trade show, it arranges to have ST Motorsports' race car, sponsored by Kingsford Charcoal, on hand. The car is a draw to CES' booth, and it gives client ST Motorsports one more way to publicize its racing endeavors and its corporate sponsor.

Refer business to your customers
One of CES' customers is Audio Ethics, a firm that installs stereos and other audiovisual equipment and that specializes in working with religious institutions. Whenever another CES customer is in the market for audiovisual goods or installation, Hunt tells them to look up Audio Ethics.

Partner with your customers
CES' collaboration with Audio Ethics doesn't end with business referrals. CES borrows Audio Ethics' superior trade show booth and has a display card that informs visitors that the booth comes courtesy of the audiovisual company. Working with the stereo installation company means that CES gets a great booth and gets to promote its customer and its work.

Buy from your customers
When CES needs a product or service, it turns to its customers. For example, when the company was expanding its office space and needed remodeling help, it turned to client DeFabion Remodeling. "Even if their bid comes in a little bit higher, I'll use the customer first," says CES president Hunt. "I'm loyal to them so they'll be loyal to me." Hunt calls it connecting the dots. "The more people in my sphere of influence that I can connect to each other and myself, the stronger the economic bond," the small-business owner says.

Promote with your customers' products
CES does routine promotions. Recently it offered customers a free car wash from Petro Express, a CES customer. "It's a nice gesture to our customers, and it's a useful promotion for Petro," Hunt says.

Send leads and qualified job candidates to your customers
"Being a partner means looking out for the well-being of other businesses, whether they are clients or suppliers, just as you do for your own [business]," says Marcia Layton Turner, author of How to Think Like the World's Greatest Marketing Minds. So when you run across a job candidate or business opportunity you believe will be an asset to a customer, let your client know. "In the long run, everyone benefits."

Pass along useful information
The sharing shouldn't stop with specific customer needs. When you learn something about your customers' industry or what a competitor is doing, let your patrons know. It doesn't matter if the news is good or bad. In fact, says Turner, "give them a heads up if you receive information that may have a negative impact on their businesses."

Let customers ride on your publicity coattails
In many cases, your media efforts may be more productive if they are shared. For example, if you are planning a charity fundraiser, consider asking appropriate clients to help. There will more support for the cause and all the companies will garner useful publicity, says Linda Talley, a Houston-based business coach and author of Business Finesse.

Set up local brainstorming sessions
Efforts to develop more business opportunities or better ways to provide existing services can be enhanced by brainstorming with customers. Not only will these events help your local business community, they can enhance your company's reputation with your customers, Talley says.

Help customers form an advisory board
"Setting yourself up as a leader creates customer loyalty," Talley says. And it works both ways. Ask them to serve on your customer advisory board. "We position input and attendance at committee events as an additional advantage to working with us and making us a better solution for the customer," explains Michael Beirne, CEO of Novaforge Inc., a McLean, Va., security company.

Employing even a few of these tips can help build your customers' business and make your company all that more successful in the process. It's a nice thing to do and a good move for your business.

Jenny C. McCune is a contributing editor based in Montana.

-- Posted: Nov. 6, 2002