Risks to Take with Your Customers

Many business owners prefer to keep their customers at arm’s length. Business owners are very careful to keep every interaction strictly professional, never getting overly personal or friendly. After all, if you get too chummy with customers — or even appear too interested in or sympathetic to their personal circumstances — they might start to want more from you: better pricing, extended credit, lengthier conversations, access to your services on nights and weekends, etc.

And then, of course, other business owners stay aloof from customers for a different, more instinctual reason: In a digital age dominated by email and computer screens, they simply don’t know how to interact with customers face-to-face and avoid doing so at all costs.

Keeping customers at arm’s length inevitably erodes the connection between them and you, which, sooner or later, usually leads to the customer taking his or her business elsewhere. HBM

Tom Panaggio

Author of The Risk Advantage: Embracing the Entrepreneur’s Unexpected Edge