If you want your business to grow exponentially--that is, 
quickly-- focus on acquiring repeat and referral customers 
by using the Individual Approach. 

Too many small business owners inadvertently chase the 
business equivalent of a one-night stand by not connecting 
with customers on a personal basis. As a result, many of 
them don't get the growth and profits they should. 

Using the Individual Approach couldn't be easier. You simply 
treat all current and prospective customers with sincerity, 
respect and dignity. It means getting to know each of 
them--if possible--on a personal and emotional level.  

While this may at first glance appear unrealistic or even 
unprofessional in many circumstances--such as small business 
owners who deal with larger corporate clients--keep in mind 
that most people frequently use subconscious factors when 
making business decisions. 

It's no secret that people are attracted to others like 
themselves or to those who make them feel needed, 
appreciated and comfortable.  

And it's also no secret that successful business owners 
aren't necessarily the ones with the best product or service 
or the best price. More often than not, they're the ones who 
have the best rapport with their customers. 

Most of the highly successful business owners I know use the 
Individual Approach with outstanding success. From the 
moment you meet them, you feel warmth, compassion and a 
sense of belonging. You feel so good about dealing with them 
that you will buy from them over and over again and you'll 
tell others to do the same. 

The fact is, if your price and product is the same or only 
marginally better than your competition's, you will 
someday--if not already--lose sales to a competitor who is 
using the Individual Approach. That's because given a range 
of equal or similar choices, customers will gravitate to the 
business who they can connect to on an emotional level.  

I once had a client in the advertising business. This agency 
had a couple of really talented artists and copywriters 
whose work was absolutely fantastic. They were clever, 
intelligent and had, I felt, a lot of brilliant ideas. But 
they ended up going out of business. Can you guess why? 

Among other reasons, they never used the Individual 
Approach. Yes they were talented and smart, but they never 
really hit it off on a personal level with their 
clients. Their great ideas frequently took a back seat to 
their aloofness and condescending attitude towards clients. 
How do I know? Because many of their clients were my clients 
too.  

You see, if you don't establish rapport with your customers, 
there's no incentive for them to remain loyal. And if 
customers don't have an emotional or personal reason to stay 
with you, they'll be easy prey for a competitor with a lower 
price, a dazzling ad or a captivating sales pitch. 

If you want customers to remain customers, use the 
Individual Approach on them. Once your customers get a taste 
of it, they'll find it hard to do business elsewhere.  

STRATEGIES FOR USING AND LEVERAGING THE INDIVIDUAL APPROACH:

--->DEAL WITH CUSTOMERS ON A PERSONAL LEVEL. Acknowledge
customers by first name if possible. Act genuinely 
interested and happy when you see them. Talk about THEIR 
family, THEIR job or THEIR business. If you don't have the 
type of business where you meet customers face-to-face, call 
them or write a personal note instead. Be creative and don't 
forget to use the power of the Internet to stay in contact 
with and solidify your business relationships. 

--->CREATE AN 'IN-FUN' ENVIRONMENT. People naturally like to
have fun and be entertained. Why not capitalize on this fact 
of human nature and create a fun and compelling buying 
atmosphere? Of course, not every business is suited for this 
type of environment, but if you can make things lively and 
interesting--go for it. In the end, you'll attract many more 
repeat and referral customers.  

--->SHOW COMPASSION AND CARING. Your customers are human beings
just like you. They have concerns, desires and needs. Maybe 
they had a sick child this morning. Maybe one of their 
parents is terminally ill or stricken with Alzheimer's. Be 
nice to them. Show them you care with a special note, gift 
or card. 

--->FIRE A SALVO ACROSS THE BOW OF A BIGGER COMPETITOR. The
Individual Approach is a great way to compete against larger 
competitors or the major chains. You could, for example, 
position yourself as the--courteous and knowledgeable local 
store owner who offers personal attention. Although the big 
chains may always manage to take customers away from you, 
there will always be a significant market of people who like 
to patronize local merchants offering value, service and 
personal attention.  

--->MAKE AFTER-THE-SALE-CONTACT. Contacting a customer after the
sale is a powerful way to use the Individual Approach. It 
builds repeat business, rapport and goodwill. It's also a 
very easy and inexpensive way to find out what's potentially 
wrong with your product or service. 

--->TRAIN EMPLOYEES INCESSANTLY. If employees are the first
people to make contact with your customers, you must train 
them on using the Individual Approach. Never assume that an 
employee will treat your customers the way you want them 
treated. Remember that employees don't have the same stake 
in your business as you do. While you might overlook an 
unreasonable client because of their valued business, an 
employee might not - especially if they're having a bad day. 
 

If you want to learn additional ways to attract business and 
increase profits using highly effective goldmine business 
strategies, sign up for my complimentary insider ezine at 
http://www.goldminetactics.com/subscribe.htm 

In today's ultra competitive business climate, creating 
loyalty among customers is of critical importance. For 
maximum business growth and profits, focus on using the 
Individual Approach at every opportunity.