Over the past decade,

countless family-owned and small businesses have closed

their doors, turned out the lights and gone out of

business. A major reason is because of the growth of

superstores in America.

For those who are still in

business, the pressure from superstores as well as

changing demographics has forced many small/family-owned

businesses in a sink or swim situation.

I gain a tremendous amount

of satisfaction in helping small businesses discover and

maintain their competitive edge.

A business does not have to

be large to stay successful.

Just remember the story of

David and Goliath. David practiced the 3 Es of

competition:

-Evaluate your

competition.

-Exploit your

competition's weaknesses.

-Exterminate all

threat from your competition.

David knew his opponent's

weakness, exploited them and exterminated Goliath. The

small business can and should win over the larger

competitor.

To do this small businesses

must find and magnify a key aspect of their business . .

. what they are good at-their niche.

As a niche, some use the

Internet, others have lowered prices, but the businesses

I work with excel at customer service. A discovery I made

a long time ago is people will reward the business with

more money (added profits) and loyalty (repeat visits)

for good customer service.

I've been fortunate to work

with several small and family-owned businesses including

a couple of Ace Hardware stores.

Hardware stores are seeing

many changes in the way they did business in the past.

These changes include a

shift from the traditional nuts and bolts male bastion to

a retail environment that attacks women shoppers and the

younger generation.

However, what hasn't

changed and what separates the smaller hardware store

from the megastore is excellent customer service.

Customer service with a personal touch that solves

problems in a friendly manner.

Focusing on the

Ritz-Carlton Hotel model, a task force developed "20

Commandments of Customer Service." For space

reasons, I can only list 5 of the 20 commandments this

task force designed for itself.

1. The vision statement

will be known, owned and energized by all employees.

2. Our motto is: "We

go beyond the call of duty." Help co-workers and

practice cross-training to promote a positive work

environment.

3. All employees shall

practice the three steps of service. a. Demonstrate a

friendly and caring environment. b. Anticipate and exceed

customer needs and expectations. c. Offer your business

card and express your desire to help them in the future.

4. All employees will

successfully complete Ace training and the National

Hardware Course to ensure they understand how to perform

to the Bates Hardware standards in their position.

5. Each employee will

understand their work area and company goals.

Free by e-mail/fax: If you

would like the entire list of 20 Customer Service

Commandments please fax us your letterhead with your name

with the words, "Commandments" to 770-760-0581.