A few weeks ago, I left a voice mail for my optometrist requesting a call-back to schedule an appointment.

Last week, I left a voice mail and sent an email to an ad agency asking for their new business rep to give me a shout back.

Just yesterday, I sent a couple emails to local lenders requesting info on refinancing my home.

In each case, I fired the pistol to start the customer service race.

Who would be the first to return my call?

Who would prioritize direct contact in order to win my business?

Sadly in each of the cases above, I've still yet to receive a call-back. So each of those businesses lost the customer service race.

Because in the absence of a prompt response, I've already moved on to other businesses offering the same services, but that also respect my time enough to provide timely feedback.

Customer service is a race -- a race to be the first to provide a quality, accurate response.

Because more often than not, your prospects are seeking information from other businesses just like yourself.

And those prospects will gravitate to the business that's top-of-mind, the business that was first to respond.

Sometimes that decision is made in the matter of minutes, sometimes hours, and sometimes it's the business that fields customer service inquiries on the weekends when traditional small businesses are closed and relaxing at home.

Elevate your customer service to the level it deserves.

Because you don't want to be caught calling back a prospect after they've already moved forward with a competitor.