If you are in the Mid-Atlantic region you know what I speak of when I refer to the weekend’s blizzard as Snowpocalypse (or Snowmageddon).  It was major snowfall, even for this Idaho girl.  We ventured out briefly to trot around the city and take pictures of the sites in the snow, but most of the time was spent inside, catching up on some much neglected business book reading.

There’s no better time to catch up on some past due business reading than when you’re snowed in.  If you’re like me, you probably have several books in the rotation, plus a couple that are on your desk or nightstand that are in queue.  My most recent conquest:

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This is the second part of a multi-part series of lessons learned from Inc. Magazine’s GrowCo conference. These lessons have been translated and applied to the interior design industry for relevance.

Jack Mitchell

Jack Mitchell–listed by Inc. Magazine as one of the 26 most fascinating entrepreneurs in 2005, author of multiple books including Hug Your Customers, and former CEO of family-run clothing stores Mitchells and Richards—argues that we need to relate to our clients and to personalize EVERY encounter. While many argue that clients should be kept at an arm’s length and should be viewed as business associates solely, I disagree and subscribe to Mitchell’s way of business.

1. People do business with people they like. Be likable.
2. Clients are not transactions, they are people. Build relationships.
3. Give people great, personalized service. Your first priority should not be the products, it should be the service and the experience.

I am not a big hugger—literally. However, I do believe that the metaphorical hug is of utmost importance to running a successful business. You must also ensure that you empower your team to “hug” your clients. Hire a great team and treat them like you want them to treat your clients; your clients will feel good about doing business with you and will come back for every project. They will refer you. It seems simple but chances are your competition is not doing a good job. All the more reason to lead the bandwagon.

To see Jack Mitchell on The Today Show, take a look at this video: