1. Reliability – Although they may seem like minor points, being late, not returning phone calls in a timely manner, not giving 100% and failure to be reliable will hurt you and ultimately help your competitors. In order to be reliable; do what you say you’re going to do, do it when you say you’re going to do it, do it right the first time and get it done on time. Remember, it is better to promise more and deliver more.

2. Responsiveness – This means being available, accessible and willing to help customers any time there is a problem. Do not allow a lack of man (or woman) power to delay your responsiveness. Developing customer response systems in your organization will help you succeed in this area. It also means that you keep customers informed and provide your services as soon as possible.

3. Trustworthiness – There are two reasons why people decide to do business with you – because they like and trust you. According to US News and World Report, “Americans are ruder than ever”. Having a tough day? Take a “likeability break” before you call that upset customer. If you’re having a particularly irritable day, be flexible and plan on performing administrative or other in-office duties. Save your phone or face-to-face encounters for another day. Simple kindness and good manners can greatly enhance your opportunity to win new clients, generate more business with the ones you have and increase your referrals.

4. Non-verbal Communication – Although appearances can be deceiving, customers draw many conclusions about the quality of service they are about to receive, and your company in general, on the basis of what they see within the first 30 seconds of meeting you. Ultimately, how you dress, your body language, written materials, office environment, car cleanliness (you know who you are) and verbal skills account for how you are being perceived.

5. Empathize – The law of reciprocity says that to the extent that you treat someone as special and solve his/her problems he/she will continue to be your customer. Every customer must feel as though they are receiving VIP treatment. Being friendly and courteous is not only important it is essential! Without your customers, you have no product, no service to offer and no business.

Technical skills and job knowledge alone are no longer enough to win and keep customers. Customers have many options in today’s competitive playing field. People do business with people they know, like and trust. By developing winning relationships, your business will soar!