You Will Succeed In Business With This Two-Word Slogan Tattooed On The Inside Of Your Eyelids

CUSTOMER SERVICE.

I’m thinking that if you have to read on, then you don’t get it. But since I’m writing, this phrase will just about guarantee your future success.

Do what the customer wants—in the proper way, and on time—and you can set your prices just about anywhere you want.

A regular customer calls your cell at 8 p.m. and needs a break boarded up. Do it. Yes, you can charge an arm and a leg for this. Rightly so. Customers calling at 8 p.m. or 3 a.m. know they are going to pay more. Give a fair price for this, and you will make your customer happy they called you… and then you get to double dip by selling the replacement glass, as well.

I know a glass shop owner who, every afternoon when he leaves work, places four 4-by-8 sheets of plywood on his racks, so he can be ready if a call comes in. If not, he unloads them the next morning. He hates leaving the house for these calls, but when he is with the customer, he behaves like the happiest man in town giving his customers such special care. You can be sure he gets a lot of their other work on a no-bid basis, as his customers really appreciate his service.

Do what the customer wants, in the proper way, on time and you can set your prices just about anywhere. This is worth repeating. It this service that keeps a customer returning to you, not low prices.

Worried about getting paid for the night work? Your credit card company should give you a free pocket sized credit card transaction block so you can swipe a credit card at 3 a.m. and know the payment is cleared.

Do what the customer wants, as long as the glass can be safely installed. If the customer wants pink strips on their spandrel, do it. If she wants mermaids sandblasted in her shower door, do it. It is these extras where price is not the deciding factor. It is the ease that customers feel in getting their needs met in one location. 

Currently in our industry, just about everything is custom, and if you don’t do what your customer wants, create a list of “partners”  you can work with who will do this under your name. And, you will probably find these partners referring work to you, as well.

Now you have customer service and a revenue stream. That is almost as good as a hot dog on opening day at the ballpark!

The Wonderful Story Of Pinky O’Glazier

It’s St. Patrick’s Day, and what could be a better blog than to tell the story of Pinky O’Glazier? Pinky was Irish, through and through. He could hold his beer, swear like a sailor, and then a moment later, become a true gentleman when a lady chanced entry into his pub.

But most of us know that about Pinky. It is his last name that interests us. Pinky’s dad was a farmer, and his name was Charlie O’Grainery. For, you see, Charlie owned the town silos and stored all the grain for their community. Pinky started working for his Dad, and they just plain didn’t get along in business. After hours, they would share wonderful times at the pub. In business, though, Pinky and Charlie just were not meant to be together.

Pinky left the family business and got a job fixing window panes. He loved it so much, he started his own business and became successful. However, his advertising and website were complicated by his name. He asked for advice and then changed his name from O’Grainery to O’Glazier so townsfolk knew what he did.

(There were some other folks in town who liked Pinky’s idea, but the Judge would not allow dear Mary, who hung around outside the pub, to change her name to Mary O’Streetwalker. But back to Pinky.)

Pinky’s business grew when he changed his name. He started getting small storefronts and then larger ones. A year later, he was doing curtainwalls. Then it seemed everyone wanted a Pinky shower door.

His business grew until it was the largest glass company in the county, and three years later, employing hundreds of installers, estimators and support staff, his was the biggest glass shop in all of Ireland.

So, dear reader, why is this relevant to you? Many people call me with questions about helping their glass company. If your name is Pinky, Pinky with any last name, I will do for you what I did for Pinky O’Grainery, setting you on a new marketing course.

Happy Saint Patrick’s Day to you all.

P.S. Elaine and I were at a St. Patrick’s Day Dinner on Saturday, and the following was printed and left at each place setting:

A Traditional Irish Blessing

May the road rise up to meet you.

May the wind be always at your back,

The sun shine warm upon your face,

The rain fall soft upon your field

And until we meet again

May God hold you

In the palm of His hand.