You may not like what I have to say but I’m saying it anyway: You might think you are giving great service to your customers. But…chances are you’re not.

Yea, I said it: The service you are giving your customers may be less than great.

And less than great is just good (or worse).

And good isn’t enough.

Good certainly won’t get you a 7-figure business.

I’ve had people say things like this to me when complaining that they just aren’t getting the kind of business of making the kind of money they want:

“But I return every phone call and customer inquiry…”

“I don’t understand, my prices are the lowest around.”

“I always charge extra for extra time and when a customer expects me to go beyond the scope of the project.”

“I never push people to buy from me in the first place or to buy more from me – I assume they know exactly what they need.”

“I know I’m meeting all of my customers’ and visitors’ needs because they rarely ask me any questions.”

Guess what? Customers want service, yes.

They want great service.

But what is great service?

Great service is a solution to a problem. It may be a problem they didn’t know they had. (And by the way, so-so service is probably worse than no service at all.)

* When it comes down to it, great service is about initially connecting and then building a relationship with your customer – no matter what your product or service.

* Then, make it a “no-brainer” for them to keep coming back.

* Get them so “into” you that they wouldn’t consider your competitor – even if you make a mistake or the other price is lower.

* While you’re at it, make sure they are talking (and bragging!) about the amazing experience they are having with you and your company.

* Remember….while your customer is always right, so too must you always be.

You may be human, but your customer service needs to be super-human. It’s a tall order….but I know you’re up to it. Besides, the success of your business depends on it.

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The funny thing about an economy like this one is that it actually creates huge opportunities for those willing and able to see the Big Picture.

And customer service is a huge, huge part of that Big Picture.

In so many ways, great customer service is the bridge between an “OK” business and a business that rocks your world – and the world of those who buy from and hire you.

On the flip side, if great customer service were actually the norm, it might not seem so great. But for better or for worse, most companies just don’t provide it or even know how to provide it.

Here, then, are some of my top commandments for stellar customer service:

1. Be accessible. Answer questions and respond to questions quickly and without delay. Don’t make people wait, they will go elsewhere.

2. Remember we’re all human. It’s important to have a can-do attitude and to let that attitude shine with your customers. They are as human as you are and they seek someone who is friendly, respectful, positive and professional. Be that for them.

3. Own it. If you make a mistake, admit it. If you say something out of line, don’t shy away from it. We all make mistakes and mess up sometimes – it’s how we act after that that shows what we’re really made of as business owners. Your customer will be impressed with your “place no blame” approach.

4. Know what you are talking about – and what you have no clue about. Answer what you can fully and promptly. Address all issues, questions and challenges. And when you don’t know something, be open about that too. Say you don’t know and be quick to find someone who does know.

5. You have two ears and one mouth….use each proportionally! Listen to what customers are saying to you and don’t always be so quick to open your mouth right away. Listening is about…well….listening!

6. Say what you mean, and mean what you say. If and when you promise something or say you will do something, follow through and do it. Then be sure your customer knows you did it. And if you are behind schedule or can’t do what you say you are going to do, let someone know ASAP. Don’t hide from a customer or communication ever!

This weekend a friend told me a story about a customer service experience that just blew her mind.

She has a silver chain that she wears around her neck for good luck. She managed to get the chain tangled in all sorts of ways. After spending a good hour or two on a Sunday afternoon trying to fix the thing, she had remedied all but one remaining stubborn knot. She could not get it out, no matter what she did.

So she put it back on, put it around her neck and went to the mall in search of a jewelry store willing to help her out. Once at the mall, she told me, she walked up to one of those kiosks they have in the middle aisle – not a traditional store but a stand-alone kind of thing you might miss if you weren’t looking for it.

Right away she was greeted warmly and personally. She was embarrassed to present her silver chain to the man behind the counter because she wasn’t sure if this small job was something they would even look at – or if they would charge her for the service in the first place.

The man at the repair stand took one look at my friend’s chain and got to work right away, goggles on his eyes, tools in hand. The entire job that had taken all afternoon for my friend to improve just a little bit took about 60 seconds for him to fix entirely. He even showed her a trick to avoid these little-but-seemingly-insurmountable knots in the future.

When he was done, he looked up at her and smiled. She smiled back and asked, “What do I owe you?”

He looked at her, shook his head and, she told me, said, “It was my honor to help you. Now go and have a great day.”

And with that, he put her chain back on her neck and sent her on her merry way.

Consider the answers to these questions:

* How do you think he made her feel?

* Where do you think she will go next time she needs a jewelry repair? Think she would even consider going somewhere else? Think the repair man made a customer for life?

* Think she rushed to tell every friend (including me!) about her experience?

Now, think about your own business and the level of service you provide:

** Have you ever made a customer feel the way my friend must have felt?

** Have you ever provided a service that may have been fast and easy for you but nevertheless significantly changed the life of a customer for the better?

** Have you ever provided a service that “WOW-ed” someone so profoundly that they told everyone who would listen just how amazing your product/service was?

Take some time today to think about great service. Not just service. GREAT, above-and-beyond service. What would providing such service mean for you, for your customers, for your business?

*** Good service is expected. It is about delivering what people expect and doing so anywhere from adequately to well. Great service is delivering what your customer did not specifically ask for – in a good way. It is going beyond the immediate problem/solution scenario and defying expectations.

*** Know who you are selling to. Learn everything you can about your target market so you can customize your service to their needs and wants. Talk to them and listen to them. Then deliver. And deliver again and again.

***Be human. Remember the Golden Rule? Treat people the way you want to be treated – kindly, respectfully, personally. Acknowledge them in every way possible and never take them for granted.

***Remember, your word is your bond. If you promise or guarantee something, you must deliver on it. And, whenever possible, over-deliver. If you fail, make sure you have ways to make it up to your customer quickly and definitively, no questions asked.

***Focus on the relationship to make the sale (not the other way around). Your business may be entirely web-based and unlike the brick-and-mortar operations of yesterday, but it is still built entirely on connections and relationships. Don’t neglect this most basic part of sales – no matter how big you get or how virtual you are.