One of the very first lessons in business that I am still trying to master is actually quite simple. It is a lesson that my wife’s uncle Peter taught me a long time ago. Many that know me are familiar with the fact that I am passionate about cars. I used to write a motoring column for this paper back in the mid nineties called Motown; short for motortown. One of the perks was being able to get an inside peek on the local motoring industry.

I used to watch Uncle Peter sell cars in their old building by the Highway. Here was a very respected and dignified man who was president of the company, and yet he would always make it a point to get up and greet customers. He would invite them to sit at his desk, offer them tea, ask them how they were. More often than not, the customers would walk out with the keys to a new Nissan. Why? He made them feel special. He made them feel valued.

A lot of times, we are very much focused on creating value. In building brands, we are obsessed in communicating the clear tangibles, quality, price, image, etc. But we often miss out on the very end, making the consumer feel valued. It is not because we don’t try, sometimes we just are unable to sufficiently train or motivate our frontliners to understand how critical this is.

One of the best things that ever happened in the domestic travel industry was the rise of an airline that carried proudly our name. They turned the industry around by offering the consumers unbelievable fares and packages that allowed many of our countrymen a chance to travel not only more but often. But they do not always make their customers feel valued. I have often heard the statement that people would rather just pay more to be assured of better. Better? I think it boils down to the fact that they just feel better despite paying more.

The fears of recession has hit many sectors hard. A lot of companies are biting the bullet and offering even more value to their customers. But in the march to computing how to afford this value, they cut back on what they feel are non-essentials. But how much more can we slash costs or offer more value without sacrificing the viability of the business. Maybe the solution may not lie on just offering value but really finding ways of making customers feel valued.

The success of Islands Banca Cruises is a revelation for many. Many have debated that there is a cheaper way of going about island hopping and yet they ultimately book with Islands. Why? They not only feel safer but they are assured that they will enjoy and feel valued. After all, it’s about enjoyment, let them handle the details.

There are many companies that have mastered this. One of the most famous is Starbucks. People don’t just go there for coffee, they go there to feel good, to feel better, and to feel valued. Did you know that ever so often, a secret “customer” takes a snapshot of the different store partners, in order to check if they are giving “legendary service.” This “legendary service” is what makes people go and buy. They make you feel valued.

I think the solution to solving the current crisis is not as complicated as it seems. Many of us small entrepreneurs are often driven to worry trying to figure out everything that is happening. Maybe we should just let the bankers, analysts, experts debate the ways to solve the crisis. Let us worry about what we can do. Lets go back to basics and our values. There may be a limit to how much more value we can add but there is no limit to making our customers feel valued.

I would like to take time out to congratulate the management of Parkmall for providing a first for Cebu, a permanent venue for Beach Volleyball. If you have time, please do check out the ongoing Nestea Beach Volleyball going on at Parkmall in front of Pier One. Lets support one of our own.

Let’s follow the examples of these ordinary individuals as they strive to make a difference. Each week, lets all get together and share knowledge, stories, experiences, information, all for the sole purpose of getting One Step Up.

For comments, suggestions or stories that you want to share, email me at stirspecialist@gmail.com , or visit www.stirspecialist.com