OK, I'm really impressed with Mary Kay Ash, who founded Mary Kay Cosmetics.

She was known for saying, “Customer focus is truly the key. It’s the real test of service, and service is the real heart of our business.”

She also was known for writing 3 thank you cards each evening before bed, which helped grow her business to what it is now...

She hit the nail on the head. As a small business or entrepreneur, if you treat your customers like a genuine relationship, they’ll want to do business with you again. If you treat them like a transaction, that doesn’t feel good to your customer. The likelihood of them coming back is diminished.

When I lived in Denver, my favorite coffee shop was Fluid Coffee Bar. Yes they make the best cafe au lait with almond milk, but the real reason I come back day after day are their baristas. They’re friendly. They’re engaging. They know my name. They smile and talk to me. They know I run Say It With Gratitude and love Virginia basketball and that I’ve traveled to Guatemala. They give me a simple hello and ask me how I’m doing. They treat me like a human. Imagine that!

Conversely, when I lived in another part of Denver, there was a coffee shop I went to probably at least 20 times. Even though I loved the atmosphere and location, not once did any of the baristas ask me how I was, got to know my name, or said, “have a good day.” I started to resent going to that place. It felt like a transaction.

You want to have a relational business, not a transactional one. Make your customers feel acknowledged, like they belong and give them a sense of connection. Do this, and you’ll have a successful business for a long time.