Key strategies for entrepreneurs: winning clients, customers and awards.

• Author: Dickey, Sam
• Position: Special section: SMALL BUSINESS

I love my work. Every day I meet smart, caring, innovative and hardworking people. Most of these people are small business owners or are in the process of starting their own small business. For the past several years I have also had the honor and privilege to be a part of the Small Business Administrations awards program. The SBA's criteria for every category of its awards are among the most stringent and encompassing in the nation. There are many other entities that give small businesses awards, but only our winners compete at three levels, with multiple criteria and are honored by national dignitaries--sometimes, even the President of the United States.

Alaskans have proven time and again to have a solid work ethic and a pioneering heritage that necessitated invention and trade to survive. We are also share a culture of caring, always looking out for friends, neighbors and communities.

MASTERING SUCCESS

Alaskan entrepreneurs have also mastered five important keys to being successful.

* They engage in and listen to their clients. Proactively engaging with your clients results in their always listening to the buy and change signals. Many unhappy clients are afraid to speak out and walk away at the first given opportunity, so the savvy entrepreneurs ensure their clients feel valued by keeping in touch and thanking them.

* They know the value of coaching. Coaching of both staff and customers is the key to ensuring that high levels of service are maintained. One of the most challenging scenarios is when customers' expectations are not managed correctly. Coaching the customer's mindset and attitude is key to maintaining a long healthy business relationship.

* They are innovative. They fine-tune their products and services by constantly reviewing, updating and adapting as needed to benefit their customers.

* They are prepared to address the needs of their customers. They ensure adequate staffing to provide for customers desired level of service. Few things are worse than being told "Your call is very important too us," as a lead in to a 46-minute hold time.

* They are involved in their communities. Being truly deserving of an award means you have a service and/ or product that works and makes a difference to the real judges, your customers. Equally importantly, they care, not just about their sales, customers and employees, but also for their communities, little league teams, food banks and much more.

NOMINATION PROTOCOL

Many small business...