As Economy Dips, Build Customer Loyalty

Who's your audience? Whether you telephone survey or simply get out of your office to chat with clients, really talk to them. Find out what they need. Learn what they are going through. Offer ways your company can help them. When they can afford to buy, they'll remember your personal attention.

Rethink salutations: How you talk to your customers can make or break a deal, and we're not talking about the sales pitch. Terrance Brennan, chef-owner of Picholine and Artisanal restaurants in New York City, says one of his biggest pet peeves is when businesses fail to greet customers. "I always say we appreciate your coming in," he says. "Customers are the lifeblood. They pay our paychecks. It's all about the customer."

Offer added value: Keep customers coming back by making it worth their while. Offer, if you can, frequent-customer discounts and sales for the more devoted of your clients. Send out cards promising 10% off to spur people to return. Give away something for free. Bob Brumm, a customer service expert who founded The Positive Perspective, offers 25 copies of his book, "Do You Have Money to Burn? Save More of What You Earn, Earn More on What You Save," at no extra cost, worth about $325.

Make it personal: The simple act of listening to their reasons for visiting you may win over hearts and minds. Brennan says his restaurants try to find out while booking if the meal is for a special occasion like a birthday or anniversary. Those diners will be graced with a special cake and personalized menus. He has also trained staff to use people's names, and keep track of what a regular guest may have had on her last visit so that dishes are not repeated. He also makes a point to visit the dining room regularly. During one such trip, he learned that two tables were celebrating birthdays and another an anniversary. He was able to send over cake.