If you had $100,000 in cash, would you leave it sitting in your office without doing anything to keep it safe? Of course not. You’d take it straight to the bank. That’s why you might be surprised to hear that every day, business owners do the equivalent of leaving piles of cash lying out where anyone could take it. In other words, they don’t give their customers – who are some of their biggest assets – the attention and care they need.
Perhaps when you’ve tallied up your business’s assets in the past, customers have never made the list. That’s not unusual. Many business owners focus first and foremost on their tangible assets like plant equipment, office supplies, accounts receivable, cash, and all the other items on your business’ balance sheet. Smart owners also include their intangible assets – those on which you can’t put a dollar value: personal skills and experience, employees and their skills and experience, the company’s processes, its reputation and brand in the market, and more.
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