Q: Hi Steve. We were wondering what you thought the secret to success in a service industry business might be. Thanks.

Anne, New Hampshire

A: I am not sure I could point to one secret. Success could depend upon any number of factors – the exact type of business, its overhead and markup, creativity, marketing, location, contacts, and that is just for starters.

That said, there is something I have noticed more and more lately, something that is a definite indicator of a successful service business. With all due respect to former First Lady Nancy Reagan, it is this:

Just say yes.

Service business are in business to, well, serve. How well they do that will, in large measure, determine how successful they are.

• Can you stay open 15 minutes extra so I can pick up my dry cleaning? Yes.
• Can you hold this check for a week? Yes.
• Can you throw in a free pillow with that new bed I just ordered? Yes.
• Can I substitute cottage cheese for fries, even though the menu says I can’t? Yes

Is there a risk that by saying yes you might get burned? You bet. That check may yet bounce or you may get stuck taking a return on an item you do not want. But the alternative is usually worse: Losing a customer, getting someone angry, and being obstinate usually does not get you ahead.

What does it cost for you to say yes instead of no? Probably not much, but the potential benefits are enormous. Yes creates goodwill. Yes is friendly. Yes is positive. Yes is flexible. Yes is the sort of response that signals that you value customers and relationships.

Businesses generally, and service businesses specifically, are built on relationships. People have no shortage of places to take their business, and given that, we like to give our business to proprietors who are easy to work with, who are friendly and accessible, and who don’t hide behind policies. When given a chance, I say that we like to give our business to businesses that say yes.

For example, I was in a store that I frequent recently, where I had bought some new shoes. I wore the shoes twice and discovered they didn’t fit quite right, so I took them back. The receipt said specifically “no returns.” Of course I knew that, but I asked the owner to anyway. What did he say?

“Yes.”

How smart was that? Instead of having an angry customer who would never go back into his store, he converted me into a cheerleader for his business who will end up buying many more shoes and clothes. All because he just said yes.

Do you remember the old Gumby claymation cartoons? (Am I dating myself, or what?!) Gumby had a friend named Pokey, and another named Nopey. No matter what you asked Nopey, his answer was “No!”

I run across too many businesses that are either run by, or employ, Nopeys. Oblivious of the bad feelings their negativity engenders, these folks seem to enjoy the power that saying no ostensibly gives them. “Can I please get a bowl of rice before my sushi comes” I once asked a waitress. “No” I was told. “Why?” I asked, surprised. “Because you will eat less sushi.”

Telling people no usually means that you prefer policies over people and currency over customers.

Want to succeed in your business?

Just say yes.

Today’s tip: Think about businesses that say yes, and you will think about some of the best, most customer-centric businesses out there today: Starbucks, Nordstrom’s, Outback Steakhouse, Amazon.com.