Public Relations for the Tiny Business

That's right; I said tiny, not small. I know a lot of businesses with 40 employees and $1M in sales that call themselves a "small business," but I am talking about us one-man ops. Mine is that business that gets a call from a customer who wants to verify that I will personally be doing the work.

I have to tell you that this made growth problematic, since my customers want ME. They don't want me to send employees. They didn't even want to get my son out there instead of me. They just wanted me. And there was a reason for that.

For better or worse, I have built pretty strong relationships with my customers. We talk about family, books we've read, the news, and even politics; even when it's disagreeable. And I have worked hard at getting them to like me. That means you have to be thoughtful and delicate at times. And I have not always succeeded at this. But I have watched a some kids grow up to become my customers. It's like that.

Obviously, this goes beyond advertising. It's Public Relations in its purest form; relating to the public. It starts with seeing them as more than a member of "the public".  You must befriend them and treat them like family...or better. When you do that, they WANT to help you stay busy. They will sing your praises in a way that distinguishes you before you even show up at the referral's house. When you have these kinds of relationships, your business grows like kudzu, and it overtakes you and you have to start turning people away.

I am hesitant to say it's about love, because that gives people the wrong idea. I have NEVER had an inappropriate relationship with a customer. I have boundaries. I cannot afford to have even ONE person think I am some sort of Lothario. That causes people to think less of you and then they NEVER refer you to their friends and family.

I think that we are talking about love in the way that you are supposed to love your neighbor, or like in the military, when you are expected to love your buddy and risk your life for him. It's putting someone else first. It's not calculating and manipulative.

So, just remember that having a good relationship with your customers is good customer relations. And if you have a great relationship with your customers, you will have a great business.