In writing about international trade and the ins and outs of this industry it is important to remember how important it is to maintain a quality image at home. In studying a grocery chain, Hy-Vee Food Stores, a story came up that proved the fact that instilling a tradition of community involvement can and does help sustain clientele and customer satisfaction. Many companies throughout the world are doing a superb job of integrating into the communities in which they are located however there are those who have yet to catch that vision of how it can help them financially. A business needs to engage in activities that will resonate in the hearts and minds of the people located around it. The larger the radius the better. To achieve this we will list three ideas:

1. Familiarize with local events, traditions and people. What is important to one area may not be important at all in another just twenty miles away. Does your business involve in the local parades and customs? Does your business involve in local charities like food pantries and portray the model for compassion in your community? Do you, as a business owner or figure, participate in local politics offering opinions concerning the local citizens and businesses?

2. Adhere and practice a code of conduct. Establish your company rules, regulations and equally as important - moral standards. People see you and your employees. What they do off the clock in public carries as much weight, if not more, as when they are on the clock. As a company always practice maintenance on your standards while always holding the bar just at a level for all employees to strive for.

3. Establish and enact programs to benefit local citizens. This grocery chain, as mentioned above, had a location that opted to help local youth while holding the bar high for the name of the company. They donated $1 to the local school for every hour work by every student of that school that was employed by that grocery chain. It boosted the morale of the youth and gave incentive to work. Likewise, it benefited the school and the grocery chain image. A smart move? You bet it was!

4. Colors and friendly atmosphere. It is a proven fact that colors, floor layouts, temperature and even lighting greatly affect customer satisfaction and how much they will invest into your products. In this “green” conscious society the use of skylights and increased window placement has improved the perception of proactive companies that have made these physical changes to their establishment. Late night reduced lighting for 24 hour companies has also increased business and decreased expense. The use of plants and trees strategically located can also elevate a customers psychological interpretation of the products considered.

5. SALES, SALES, SALES! Always be mindful of the local economy of the average everyday customer. The more you can cater to their needs the better. Week long sales, 3-day ads and even 6 or 10 hour sales have proven to boost sales especially the “hour” sales. These instill thoughts of impulse buying “while supplies last”. In considering sales it is sometimes necessary to dig deep on a sale item in order to profit from other products. This means and may include taking a hit, or profit loss, on a sale item if it proves fruitful overall to the profit margin of the company.

Probably the biggest “work in progress” in considering improved sales is the age old realm of customer service. Be in a constant state of training in various aspects of customer service. Consider a dress code and stick to it. It only takes one employee to be seen with his shirt untucked to impact a sale. Do all you can to provide an enjoyable atmosphere to work in. If your employees are happy then the customers are happy. Train them in the easy and difficult questions a customer may ask. To ask a question to an employee who will do nothing in return except look around and say, “uh”, damaging to customer service and tells that potential customer that you, as a company, are not prepared. No matter what you must have the mindset that the customer is always right. Always have your employees smiling. Smiles disperse doubt and negativity and invite action, sales and mutual respect.

Product quality is a no brainer. A customer likes to see normalcy and conformity. To receive or see a damaged product is like driving past a field of green soybeans and seeing a huge sunflower out in the middle. It's not pretty and degrades the perceived value of the company. In international trade all assurances need to be made to ensure the quality of a product. It is different from a customer in a grocery store where they simply grab, checkout and go home. Internationally, a customer has entrusted you with the quality of the product from your location to his on the other side of the world. Quality is absolutely vital, especially in this instance, to the repeat traffic of customers and clientele.

Especially in today's business world to succeed one must incorporate the psychology of the prospective clientele. On a global trade level it is important to understand the person(s) on the other end of the phone. You both have businesses and you both have interests. Search and research their business as well as conduct practices and also traditions and history of that company's local and national setting.  This has been just a quick overview of common but important practices of successful business. Comments and further input of some of your business practices are most welcome.