Here’s not looking at you

Even walking down the street, there are people with whom we have a connection. We exchange glances and we smile. We smile about the weather, their child, our dog, the shop window we peer through. We recognise those we pass as individuals and we even form a vague impression as to what sort of people they are, even if we cannot know.

Then there are other people with whom we cannot have a connection. They avoid our smile and look away. They may have headphones plugged into their ears. They may be looking at their phones, so risk bumping into us or the nearest lamppost or road sign. They hardly know we are there. They do not acknowledge our existence, even fleetingly, to avoid bumping into us.

Small business owners must realise that our clients and prospects are a bit like that. To me, clients are far more valuable if they engage with us and see us as welcome allies to be valued. We do not need to work for those who do not extend us a welcome or common courtesy. Have you ever visited a customer or prospect who does not even switch off the TV, or even mute the sound? I have, and I do not want that sort of client who is rude, does not know any better, does not see me as an individual and does not think of his guest.

Clients who engage with us and are prepared to have a proper business relationship are the clients I want. I will make sure my business does the very best for them, for they are our referrers and advocates, and therefore our unpaid marketers. If we like our clients that much, we will recommend them to others too.

You cannot beat having genuine relationships in the course of business, can you?

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