On a short flight from St. Louis to Kansas City, I sat in a packed plane with about 130 folks sitting easily within earshot of one another. I really wasn't trying to eavesdrop, but the conversation behind me was just too interesting to ignore. A couple of young men were discussing the flight school in which one of them was enrolled. The other man was questioning the young pilot about the kind of training he was taking and asked if he thought he knew enough to fly and land a 747 like the one in which we were riding. The young pilot replied, “Well, I'd rely on the basics that I know but I'd need a lot of help from the tower. So, yes, I think I could fly and land this plane.”

I began to contemplate his answer, not knowing anything about piloting an aluminum tube through the sky. But I realized that his answer held several important business implications for marketing and customer service in any type of company.

With information overload so prominent in today's businesses, many companies constantly seek new methods of dealing with customers or marketing their products or services when, in fact, the basics would be enough to achieve reasonable success.

Where customer service is concerned, these are three of the basics:

Ask questions to clarify your understanding of the problem, and be prepared to offer a solution if it is possible. More communication problems occur from not listening than for any other reason.

It's necessary before you apologize, however, to determine if the situation is really your company's fault or if the customer misunderstood or had the wrong expectation of your service. If, indeed, it is the company's fault, apologize for the inconvenience caused. If it is not the company's fault, simply acknowledge the problem.

Once you thoroughly understand the problem, solve it as soon as possible. Then follow up with the customer to determine his or her satisfaction with the resolution.

Three basics of marketing are the following:

Target your market so you know exactly who your prospects are and develop your plan to appeal to that targeted group. Learn all you can about the demographics of that market. Running an ad and waiting for the phone to ring is not a proactive approach to marketing.

Make a list of the top benefits of your product or service. This may mean asking some of your customers specifically what they like about your service and why they keep coming back. Put your list of benefits in terms of your customers, not in terms of your company.

Though many small companies have limited marketing budgets, there are many effective, relatively inexpensive and easy marketing activities. My favorite reference book on this topic is 1001 Ways to Market Your Service Even if You Hate to Sell by Rick Crandall. In this book, Crandall presents marketing methods in easy-to-understand terms, organized in a logical manner.

Consider hiring a business coach or consultant who can provide objective, third-party information to help market your business or solve customer service challenges. Or find a mentor who is experienced in your industry and can regularly review your business plans and offer advice about your marketing activities.

Have confidence in what you can accomplish. You may not be an expert in marketing, customer service or business in general, but rely on what you do know and go forward. If you run into trouble, go back to the basics, ask for help from the tower and have confidence in your own knowledge, experience and ability.

June Van Klaveren, owner of Compelling Communications in St. Louis, MO, helps her clients attract and keep customers. She can be reached through the Web site www.compelcom.com or by calling 800/779-0067.

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