It is your job to know all there is to know about your business. Your livelihood depends on it. Your customers and prospects are different. Most don’t know the intimate details about your company, products, services, processes, and policies. All they know is what they need or want. They depend on you to provide the education they need in the right language at the right time.

Doing this sounds easy because you know the information. All that you have to do is share it. And that’s when the problems start. When shoppers ask, “How does this work?” what they really mean is “How will this work for me?” or “Does this solve my problem?” Asking a few questions before answering saves time and reduces frustration. The first step in good communication is starting on the same page.

The ability to ask questions is limited in the self-service marketplace we call “Internet.” Your answers have to be readily accessible to the people seeking guidance. If you do it well, you’ll receive some search engine benefits as well. Sears Parts department is a good example of how to provide answers before the questions are asked.

Our dishwasher stopped working a few months ago. There were two issues. The first one was that the cut-off switch didn’t work intermittently and flooded the kitchen. The second was a broken piece on the tray. People who know me well understand that a broken dishwasher is a huge problem in my house. My theory is that dishwashers were invented so I don’t have to wash dishes. With very few exceptions, if something can’t be washed in the dishwasher, I don’t want it in my kitchen.

There are two wonderful features about dishwashers: they wash dishes and are relatively simple in their design. A Google search for schematics took me to Sears Parts Direct. They have everything you can imagine including drawings. After reviewing the information available, I unassembled the water intake valve and found that the filter was clogged. (Note to engineers: When designing products all filters should always be easily accessible. Having to dismantle the intake valve is ridiculous.)

Cleaning the filter resolved the overflow issue. The next step was to replace the broken part. A few keystrokes and a credit card took care of it. In the future, I’ll start with Sears when there are appliance repairs needed in my house.

The knowledge and experience you have with your company can interfere with more than customer communications. It can also cause you to drop profitable products, services, and promotions because you are bored with them and presume your customers feel the same way.

Before making changes to your offerings, review the data to insure that they are warranted. You see these things every day. What looks stale and dated to you may be fresh and new to your customers and prospects.

To keep your knowledge from costing you money:

• Always make sure that you understand what your customers mean before answering questions. They may not ask the right question.
• Educate your customers and prospects about your products, services, processes, and policies. The more they know, the easier it is to communicate.
• Use technology to improve your communications. Anticipate questions and provide answers throughout the shopping process.
• Confirm conversations and provide additional answers with follow-up emails. It opens the door to a relationship while serving well.
• Use analytics to guide marketing, merchandising, and service decisions. Your opinion doesn’t matter if your customers don’t agree.
• Don’t presume that your customers and prospects know how things work at your company. Ask them what they need so you can provide the right answers.
• Remember that your website is an excellent place to share information. Create pages for distributing information. They will improve your natural search rankings and serve your visitors.
• Don’t forget that lack of knowledge is expensive too. Always seek to learn more about your business, products, and customers.

There is no doubt that rising unemployment and decreasing consumer confidence is an economical challenge for our country. Anyone who listens to the news, reads the newspaper, or receives RSS feeds of breaking stories knows that there is a problem in the job market.

And, an increasing number of us are worried about it. According to a CNN/Opinion Research Corp. survey released today, thirty-six percent of people questioned said unemployment is the most important economic issue facing the country today. This is almost threes times higher than the 13% with the same feeling in April of last year.

I think we need to channel FDR and admonish ourselves with “There is nothing to fear except fear itself.” Yes, more people will lose their jobs before the recovery is complete. Most will find comparable jobs after a bit. Some will find better ones. The outcome depends on the individual.

If you are spending your resources on worrying about your job security, you are creating a self-fulfilling prophecy. Your productivity, creativity, and attitude are diminished. There is a much better way.

Instead of thinking about what might happen if you lose your job, think about what might happen if you find a new way to acquire customers, improve productivity, and reduce costs. Direct your energy towards finding ways to improve your value to your company instead of focusing on the negative.

It won’t guarantee that your job is safe, but it significantly improves your odds. And, if the worst should happen, you have more cool stuff for your resume. Call it a win-win for the home team.

Tips to keep you focused:

• Now is not the time to hunker down and fall off the radar. Let your supervisor (and her supervisor, too if it is appropriate) know what you are doing. I have participated in layoff meetings. You do not want to be the person that nobody knows what you do.
• Smile at everyone. Be happy. Raise the bar for a positive work environment. If you have a challenge with this think, “I’m fortunate to have this job.” Repeat often. Years ago, I worked at a place where two women were called the “B&M” (as in b***h & moan) twins by everyone. They continuously regaled everyone with stories of corporate inadequacy. The first time there was a drop in revenue, they lost their jobs. A huge sigh of relief was heard throughout the company. Don’t let this be you.
• Get innovative. Try to find inexpensive ways to improve everything. Even if they are not implemented, you get dibs for trying.
  Arrive a little early, leave a little late, and don’t be caught loitering around the water cooler. If there is going to be a layoff, managers are already making mental notes of who is the least productive.
• Start shopping. Update your resume and watch the job market. This downturn may be the kick you need to move up.
• Participate in the social media world. Invest now in helping others so that you can find help when you need it.

The single common denominator for wildly successful companies is a unique corporate culture that encourages employees to rise to their potential and includes customers as part of their team. The advantages of such a culture are many, but the greatest one is the inability of competitors to replicate the formula.

Employees that think and resolve issues quickly increase customer satisfaction. Creating this environment is risky if you fear mistakes, but the rewards include high morale, customer satisfaction, and profitability. The benefits far outweigh the risks.

Empowering employees has become cliché, but it remains necessary to acquire customer loyalty. People are not loyal to companies. They are loyal to the individuals that give the company its personality. This is why one store in a chain significantly outperforms the others. People drive across town to shop at that store when others are closer.

Culture trumps price, too. Wal-mart, Target, and Toys R Us have the lowest prices on toys in Asheville, but they can’t compete with The Toy Box on service and individuality. Whenever I want a unique gift for a child, I start at The Toy Box. If they don’t have the perfect item, they try to help me find it. Service like that is rare in big box stores.

Your corporate culture defines your company. Make sure that it matches your customer expectations and employee desires.