The Tribune

E. Clement Bethel wrote the following words to a song a few years ago. This song ought to be the motto for those who consider themselves marketing revolutionaries. The song goes like this: “When the road seems rough, when you’ve borne enough, don’t faint, don’t sigh, don’t cry, wonder why, just keep on trying, cease your sighing, look beyond the present way, this time will pass, tomorrow’s another day.”

The past few years have been really rough for many businesses of all sizes. But especially small businesses, who even during the good times did not have the backup resources. We have seen road closures, the inability to access loans, increased competition from international sources, and a massive recession that shrank the typical Bahamian and tourist pocket book. These factors have been largely beyond our control. So it hasn’t been easy.

I wish I could say that I have been immune to these things. In years past, I would have called my attitude toward my business abilities ‘confidence’. In truth, I now realise it was arrogance. But I am happy to say that I feel I have moved in the direction of humility and compassion. What that has meant is that I now give far greater value in all my products and services in going beyond my customer’s expectations. I often give extra bonuses they did not expect.

And so it should be with you, my friends. You should really make a concerted effort to sincerely appreciate your customers and make them feel like they belong. Because the key factor in you surviving between today and tomorrow is your ability to continue to attract clients, plus give excellent service to the ones that you already have.

This does not mean you have to give away the farm. But it does mean that you should act in the best interest of your customers. There will be a lot of overselling in the next few days leading up to Christmas. Of course you give people what they want, but do not be afraid to recommend what they need instead. It will pay off in the long run, when someone knows you were looking out for them. And even if it doesn’t you will have peace, beyond what dollars can give you.

This Christmas season is an excellent time to “look beyond the present way.” Do not just think of your clients as dollar sign, but as people who are looking for good value - and deserve good value. Some businesses will see an influx of people. It’s time to give them incentives to come back long after Christmas bells have faded. And it is time to realise that this tough time only passes if you make some concrete changes within yourself, and the way you view your customers and clients.

• NB: D’Arcy Rahming holds an MBA from the Kellogg School of Management at Northwestern University. A lecturer at the College of the Bahamas, Mr Rahming has clients in general insurance, retail, the health and medical fields, sports federations and financial services.

He is also treasurer of the Bahamas Olympic Committee. To contact him he can be reached at DArcyRahmingsr@gmail.com.