Information is power… ful! It’s an old adage, but truer than ever!

Information is power… ful! It’s an old adage, but truer than ever!

So many ways to look at this, but today we’re focusing on the business to customer relationship.

Let me begin with a story…or situation…I currently find myself in.

I have a wood shake roof. The shingles age, crack, and moisture, moss and other evils permeate them. When you have a shake roof, it’s imperative to get it cleaned and treated regularly. Otherwise, you’ll be replacing your roof sooner than you want. Big Money There!

I had this company come out and give me a bid for cleaning and treating. They found about 100 cracked shingles that needed replacement. It happens…and it’s better than having to deal with a bigger repair. When the tech who cleaned my roof informed me that I had 100 shingles to replace, he said we’d hear from the company regarding a price quote. A week went by, no quote. I contacted the company to request the quote. Another week went by, no quote. Basically, I called and emailed the company and said: “My $$ is ready for you…please take it!”

A week later, I called the owner of the company, let him know about the delays and lack of information coming back my way…and what do you know, I received a call later that day. My contact apologized for the lack of contact and told me they would be back with me within a week to schedule the repair. Guess what has not happened? Ding! Yep! I have yet to receive that call or email to schedule the replacement.

Now, before you criticize me for not calling another company. This company has done good work for me in the past, and I both want to have them do the work…and I kind of want to ride this out and see how it transpires. Weird? Maybe…but that’s me and my customer-service self.

So, business owners and managers…this may seem basic but remember this: INFORMATION is not only POWER…but, INFORMATION IS POWER…FUL!

While you might think you are providing enough information to your customers, there is a likelihood you are not. You can likely provide more. All kinds of Information is POWERFUL: Contacting your customer in a timely manner…contacting your customer to tell them there is a delay, and that you have not forgotten them…contacting your customers to provide them with a status report…contacting your customer to thank them…the list can go on.

We live in an era where we have more communication tools than ever: Phone…Text…Email…Social Media. Yet we live in an era where more and more businesses and people are quite frankly terrible at communicating. Do not let this be you. Local businesses are being attacked! By other local businesses who are better at communication and customer service than you…and by fast online purchase & delivery options as well. And, regarding those online ordering options? They email you a confirmation of your order, they often tell you that your order is being picked or packed, they let you know when it is being shipped, they generally provide you with tracking number and link…and many of them contact you to tell you that your order has been delivered. What does this do to customers? It trains them to expect things quickly, and to be communicated with in a massive way.

What happens when you do not communicate well with your customers? They leave you! You’re dead to them.

Information is transferred by communication. Information is not only POWER…but INFORMATION IS POWER…FUL! And truthfully, it’s so damn easy to communicate with your clients.

Don’t fail them…and don’t fail yourself! Can you up your communication game? I bet you can find a way!

  • Make it easy for people to do (and keep doing) business with you!
  • Look up… and surprise someone!


Spencer Rubin is a sales/marketing expert and a passionate advocate for the success of small, local business owners. To sign up for Spencer’s weekly Catalyst Newsletter. Contact 971-732-4745.

“Don’t give up, don’t EVER give up” ~Coach Jim Valvano