Editor's Note: Tanya M. Wilson is an inspirational speaker and author living in Charlotte. Her column is published on this website each Monday. Opinions expressed are solely her own. Friend her on Facebook or email her at tw360you@aol.com.

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Entrepreneurship is on the rise. Despite economic challenges and high unemployment

numbers – or perhaps because of them – more Americans are choosing to build their own businesses.

The good news is, there is money and opportunity in being an independent business owner, so long as you remember the value of customer service.

Consumers have choice, and a lot of it. Whatever business we are in, chances are good that multiple people are doing the same thing. Not only that, some are doing it at least as well as you are, and in some cases even better.

Consumers want to feel valued. It’s the simple things that retain customers, integrity being one of them. Despite what you might think, price alone is no guarantee. Even if you are the cheapest in town, if the experience is not positive, consumers will move on, taking their money elsewhere.

Personal branding and solid business relationships are your best tools to attract and retain customers. Understanding what your business means to you personally also is crucial.

Working with the public is not always easy. There are all types of personalities among us. Some clients are easier to work with than others, but in the long run, a paying customer and a returning customer can make the difference between staying open or going down the tubes.

In my personal circle, I have a number of business owner friends. Some are more successful than others. I am thinking of two in particular who have landscaping businesses. One short cuts most jobs. Add to that, the customer experience is less than desirable. He and his partners are quick to “get customers straight.”

The other, not as talented, is more reliable. No matter what, the completed job is something to be proud of. Anytime a customer calls, he or his staff gets back to them within four hours. If the customer is not satisfied, they make the improvement at no extra charge.

During the economic downturn, the first landscaper was out of business within six months. The second grew by 50 percent.

What made the difference?

The second landscaper paid attention to his customers. Rather than ignoring feedback, he reduced his pricing by 3 percent for loyal customers and offered a free cut for customer referrals. He sent out surveys to measure the pulse of his customers.

Five things to remember when in business:

• 1. Give your customers a reason to buy.
• 2. Anticipate and answer questions and concerns.
• 3. Meet deadlines.
• 4. Exceed Expectations.
• 5. Listen.

Use 2 Timothy 2:15 (NIV) as encouragement and instruction: “Do your best to present yourself to God as one approved, a worker who does not need to be ashamed and who correctly handles the word of truth.”

Your business is your brand, and how you treat it, and how you appreciate the gifts that the Lord has bestowed upon you, makes all the difference. The customer pays the bills; don’t get that twisted.

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