Since writing about the wonders of the web in the April issue, it appears the twitter about Twitter is already starting to quiet down and a few days ago, I read that the folks at MySpace are reinventing themselves in the “face” of growing competition.

Meanwhile, in a small store front a few blocks from the Silverdale Mall, Zahra Akhgar, the savvy business woman who owns Ultra Custom Cleaners, is busy greeting customers by name and a welcoming smile. Within seconds of dropping your newest bundle of laundry on the counter, Zahra, or her sister, Mariam, have your previous order up on the computer screen, data captured, and digital, bar-coded receipt ready for processing. With a push of a button the carousel zooms along and in moments last weeks bundle is hanging cleaned and pressed. A quick signature, a poke through the bowl of free candy on the counter, mutual smiles and “Thank You,” and out the door. Lovely.

Ultra Custom Cleaners does not have a website except for a listing in the print and online Yellow Pages. What they do have is a promise to deliver quality and great service…every single visit. It’s what keeps their customers coming back and referrals coming in. Remember, 80 percnt of new business usually comes from WOM…word of mouth and everyone knows 250 people who can spread the word…good and bad!

Loren Brown, owner of Blue Sky Printing in Poulsbo, was told by friends he really needed to get on board and get a website. Did he really want to lose all that business to the competition who were embracing the new technology? Our ad agency in Seattle had been working with Loren for several years and were using his services for our Kitsap County clients. He asked for our advice and we produced a simple, one page Web site that could be easily expanded. That was eight years ago and he hasn’t touched it since. Instead Loren spent his time on the phone and at the front counter taking care of business…one customer at time.

The effort paid off and several years later, Blue Sky designed and built a impressive new building for the print shop and local area businesses. So, what’s their secret? Simple. Loren, Lori, and their excellent team, (thank you, Hillary!) have spent the last 30 years building strong customer relationships based on a promise to deliver superior service, a dedication to detail, and a willingness to go the extra mile to meet some very tight, but important deadlines. If you’re a retail businesses, it’s the type of customer service you just can’t get though waving hello from a YouTube video!

When you walk into Amy’s On the Bay in Port Orchard, you find yourself looking to see if Amy will be there to greet you with her gracious smile and familiar hello. Even if she isn’t, you still sense her presence in the open atmosphere, thoughtful staff and enticing aroma of coconut prawns or and sizzling burgers beckoning be ordered…with crispy fries, of course.

Amy, does have a website… which is helpful for checking out the menu and getting directions, but it’s the on-site, “isn’t this a nice place” ambiance, innovative menu, and first-class attention from Amy and her team that keep you coming back for more. From a drink after hours with co-workers, to a special evening with your best friend to toast 20 years of togetherness. Thanks for the memories, Amy!

In reality, it’s easy to get new business. The hard part is to keep your new and current customers coming back again and again, and there is only one way to make that happen. Know who your customers are and what they want. You must see them as individuals and not as numbers on an spread sheet, a multi-colored pie chart or a stat generated by Google Analytics. You also need to know your market segments, your key sales channels, and the best way to reach your best customers. But you do not need to look for complicated solutions to simple business problems. Starting with the basics may not be sexy…but it’s a less expensive and with give you more ROI.

The internet and advertising are tools. Period. What customers want is personal attention and to be acknowledged that they are important to your business every time they visit…online or off line. Take care of your customers and they will take care of you. It’s that simple.

Note: Small businesses are vital to the economic success of our communities and are provide the best opportunity for increase employment and sustainable revenues and growth. We encourage everyone to shop locally and keep our local small businesses surviving and thriving!