When you are the customer, what does it take to make you feel comfortable?  Important? Like you prefer to do business with them even if their price might be a little bit higher?  First and foremost, be helpful and pleasant. Train yourself and your employees to be patient with customer questions that may seem elementary to you but are not for your customer.  Particularly with women, comfort  and trust are the basic foundation you must have in order to build the kind of relationship that acquires and keeps customers. 

Bottom line?  Customers must  feel that their time is important and being used wisely and that your service is worth their time.  Do an assessment of your company’s overall service, communication skills and attitude.  What steps need to be taken to give you the competitive edge?  Start now!