At one time I worked as Director of Training for a major Iowa–based life insurance company. One of my most interesting duties in that capacity was hiring speakers annually to present to an audience of sales people ranging from 500-700 people.

Because we had this group of successful agents from all over the country together only once per year, it was imperative that we choose our four main platform speakers wisely to literally get the biggest bang for our buck. In order to ensure success I would look at dozens of tapes prior to every event to narrow the number down to ten or so from which we made our final choices.

One theme that we felt necessary to repeat often was the importance of running their practice with the attitude of a servant. All of us make judgments daily on what is excellent service and that which borders on being repugnant. It was our desire that the agents who represented our company present themselves in the best light every time that they came into contact with a prospect or client whether face-to-face or on the phone.

Even though I have not held that position for several years it still intrigues me to come across an article or a speaker who espouses the value, nay, the absolute magic of providing superior service to differentiate ourselves from the competition.

Recently I saw clips on the web-site of one such professional speaker, Rob Bell (www.robspeaks.com) and then had the good fortune to meet him in person.

I love Bell’s service-first message in general and ideas on how to separate yourself from the masses of mediocrity in particular. My favorite idea is one that he refers to as the Opportunity Walk in which he exhorts his audience to check out their surroundings as if they are seeing them for the very first time. In the process, he challenges them to make a list of all the things they could change to make it a more pleasant place for their customers and themselves.

It reminds me of what my coach, Mary Duwe, once told me, "First you change your environment and then your environment changes you."

As a small-business owner, I cannot urge you strongly enough to take Rob Bell’s advice to take a stone cold critical look at your surroundings. Unfortunately, there are many aspects of business over which you have no control. The good news is that your surroundings are not on that list. You have almost total control over how they look.

Take charge of that situation beginning today. Do something radical to make your shop something special. If you have a numbers of employees, invest in someone like Bell to come in for a short seminar on how to provide service that will knock the socks off your customers.

Make them want to come back time and time again and bring their friends and family with them because what you have to offer is out of the ordinary. Become the most service-oriented entrepreneur on the block.

Bill Sheridan—’Sheridan Writes’: Bio under Guest Authors

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