“What’s this worth?” It’s the question at the heart of Antiques Roadshow. No matter how junky or strange the item, no matter how useless it appears, everyone’s hoping they’ve scored a prize worthy of a giant price tag or a spot in the Smithsonian. The real value of anything is in the mind of the buyer or customer. A visit to eBay tells you the same thing. A buyer recently bought a vintage needlepoint design first manufactured in the 1970s. She’d stitched one for a friend while in college but always regretted not making one to keep. The original price on “Siamese Cat in Wicker Chair” was about $8, but she happily bid four times that amount as soon as she spotted it online. “I had to have it,” she explained. “It’s as lovely as I remembered and brought back the happiness I felt when I first saw it years ago.”

If value is intangible, especially in business, the memory of value is even more elusive, but is the key to success. A returning customer recalls that he’s been treated well and values the ease of today’s transaction. In a crazy-busy world, the value of that reassurance beats any treasure on Antiques Roadshow. How do your customers rate their repeat experiences with your business?

As managers, senior or junior level, we get caught up in the policies and procedures of running our departments or corporations. This happens no matter how large or small the organization. Daily, we make decisions based on what we know to be right, fair, politically correct, justifiable, and profitable. Some take their responsibilities as managers so seriously that they become mired in the bottom line-bogged down with fear that if we do the right thing by the customer, we’ll lose money. We tend to forget that when we treat our customers with respect and make every attempt to satisfy their needs and expectations (within reason), the customer returns to do more business with us. Some may even tell their friends about their experiences with us generating positive word-of-mouth advertising.

As a morning ritual, consider starting each day by asking yourself, “What can I do today to make the life of my customer easier?” Encourage each member of your staff to do the same. Establishing this as your daily mind-set will generate customer loyalty, respect for you and your organization, and will automatically make you more profitable through the power of repeat sales.

Do you have a morning ritual? What is it and how does this serve you, your organization, and most importantly, your customers?

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Generational marketing is huge right now. Many companies are tapping into understanding the various generations in an effort to make more of an impact on the marketplace and capture more  market share. But so what if there are four unique generations working and making purchases in today’s companies and marketplace?

Who cares?

You should. That’s who!

For the first time in history we are dealing with four generations that have very particular needs and patterns of behavior when it comes to making purchases, being managed, being motivated, and being hired. Successful companies know that forging strong relationships with our customers is the key to profitable business because long-term customer loyalty pays off in the form of repeat sales, referrals, and positive word- of-mouth advertising. We create strong relationships with our clients when we truly understand their needs and wants. We all like dealing with people and companies that “get it” when it comes to understanding who we are.

Let me give you an example. I can not begin to tell you how frustrating it is for me, as a Baby Boomer,  every time I am in line at the checkout at the grocery store. I always make an attempt to engage the cashier in conversation. It’s usually about little things like the weather or the price of eggs. I find it frustrating when the Millennial (a person born between 1981 – 1999) at the register fails to make eye contact or laugh at my silly jokes. I feel left out of the transaction somehow. I sometimes even go so far as to look for a cashier who is about my age before I pull into a register station so that I might make a connection. You see, as a Baby Boomer, it’s all about connecting and I will go to great lengths to patronize businesses who understand that part of who I am.

Making your staff aware of the things that are unique to each of the generations can go a long way to creating customer experiences that are positive and enduring. Isn’t that what we’re all after? If you haven’t checked out Market Viewpoint’s Generations in the Workplace Seminar series, it’s not too late. Contact us to get the latest on this popular series and how it has helped other businesses.

Market Viewpoint wants to hear from you! What are some of your most frustrating encounters with people from other generations?

I bet we have a lot of talk about!