You might call Thomas Pons’ business philosophy a variation on the Golden Rule. Instead of doing unto others as they do unto him, though, Pons does business with those who do business with him.
And those who can’t — or won’t — work with him are swept aside like a pile of yesterday’s junk mail.
“As a small business person, as an entrepreneur, it’s in your best interest to do it,” Pons says. “I certainly have tried, wherever possible, to do business with people who do business with me. To me, reciprocity is not a dirty word.”
Pons is the chairman and CEO of the Cuyahoga Cos. Inc., a 33-year-old office furniture business that began life as an office-supply company and Cuyahoga Wireless. Over the years, Pons counts six banks, three accounting organizations, at least two insurance companies and a law firm among the organizations from which he has taken his business to move it elsewhere.
Call it what you want: an old philosophy, the result of continuous networking or simply a power play. But Pons takes it much more seriously. He says there are very few things in the small business world that give owners any leverage with the agencies with which they do business.
In fact, something as simple as providing a lead can be an extraordinarily useful tool. Several years ago, Pons recalls walking into a prospect’s office — an individual with the ability to provide him with a great deal of business. The prospect expected Pons to come “with his hand out.” Instead, Pons walked in carrying an opportunity for the prospect to pursue.
“It took him back a bit,” Pons says.
The prospect, not surprisingly, became a client, and remains one with whom Pons continues to work. “It’s too hard to climb mountains all the time rather than having somebody toss you a rope once in awhile. I have left institutions where, for whatever reason, they have chosen not to do business with us and looked for someone who is willing to do business with us.
“I think it’s just business. In most cases, no one wants to lose business or lose clients. But it’s a fact of life.”
For Pons, it’s very important fact of life. Although he doesn’t have any hard numbers, he says the “lion’s share” of his company’s success can be directly attributed to referrals. Only in the last three years has he done any consistent advertising.
Pons is currently in the process of changing his business insurance carrier, even though, in the short term, it means cutting into the bottom line.
“Most anyone will pay more for a product or service if they feel that there’s an ultimate win-win for both parties,” he says, adding that such an arrangement must cut both ways. “If it’s a one way street, then obviously there’s no ROI.”
Therein lies the crux of Pons’ approach: Taking clients in need and leading them to those who can provide. And it’s as simple as picking up the phone and passing on a “heads up” for a client.
“If you can do it well, the benefits should be long term,” he says. “It’s simple business, looking to maximize our abilities whenever we can and still deliver top quality and services.”
And when Pons does leave a provider, he makes sure not to torch the bridges on the way out the door. Despite whatever problem or issue arose, he claims that leaving on good terms is a practical business approach.
After all, he says, you “may have to walk back that way.”
How to reach: The Cuyahoga Cos. Inc., (216) 228-4700, or by e-mail at [email protected].
Daniel G. Jacobs ([email protected]) is senior editor of SBN.
