I just arrived in Phoenix, AZ for NPMA’s Academy ‘08.  At Academy this year, we will be breaking into teams, competing, and exploring “How to connect with the customer of tomorrow?”  Interesting topic. I reviewed the schedule of events and on the surface it’s seems that we will dive into 5 main topics: Internet Marketing, Social Responsibility, Customer Advisory Boards, Online Videos, and Blogs.  These topics are enough to scare many small business owners.  It sure seems like the world is rapidly changing and it’s difficult to keep up.  However, beneath this jargon lies what the customer of tomorrow is really looking for.

Here are may pre-conference thoughts:

Internet Marketing – While maybe the ins and outs of Internet marketing aren’t clear and easily defined. If a small business commits to 4 things, I believe they will be successful.  1. Accept technology 2. Learn technology 3. Use technology 4. Live technology  Our education sure didn’t end with high school or college or even a master’s degree… we might actually have to learn from our children these days.  And, do you know why children and youth know so much about technology… why?  They accept it, learn it, use it, and live it.

Social Responsibility - This isn’t hard either.  It all boils down to Respect.  I believe if you live your life with respect for others and your surroundings… and you run your business with respect for others and your surroundings, you are a company that will attract and grow new business. You don’t have to be a tree hugging, Al Gore fan… just live your life and run your business with concern.

Customer Advisory Boards – This comes down to 5 things: 1. Don’t make assumptions 2. Listen 3. Really listen 3. Make Changes 4. Communicate the changes.  Max Carey reminded me last week to remember what business I’m in.  If I can remember that I’m in the business of providing a healthy, happy environment for my customers rather than the pest control business, then… I will be more open to continuous improvements, new service lines, dramatic shifts that could drastically grow by business by meeting the customers true needs.  Max gave a great example of the Rail Road industry… he said that if the rail road industry (one of the most powerful industries of it’s time) had remembered that it was in the transportation business rather than the rail road car business, they would have been positioned correctly to prosper as America grew and changed.

Online Videos & Blogs – Whatever the media… I believe that the customer of tomorrow desires transparency, authenticity, honesty. They want to hear our voices and see our faces.  No more hiding behind an expensive marketing department.

So whether or not these newer forms of media seem daunting or scary to you as a small business owner… I believe that if you remove the facade, talk to your customer, be accessible and be responsible… you can connect to the customer of tomorrow… and attract new business!