The World According to Croce – Not Jim…Pat

The importance of punctuality was instilled in me at an early age. My father always told me that if you had an appointment at 10 am and you arrived at 9:45, you were late.

I once interviewed the chairman of a Fortune 100 company whose adherence to punctuality was so unbending that he would schedule meetings at odd times such as 7:53 or 8:31. Straggling staffers who arrived after the appointed times would find the door locked. Five minutes later, the chairman would re-open  the door so the parade of latecomers would be forced into a “walk of shame” - on full display  before those who came on time.

I regale you with this tale of timing or lack thereof, because I just finished reading “I Feel Great and You Will Too!,” the autobiography and motivational tome by Pasquale “Pat” Croce, a street-tough kid from Philadelphia who amassed a fortune by establishing a chain of sports therapy centers and later became part-owner and president of his hometown NBA team, the 76ers.

Croce was the featured keynote speaker at the recent CCH Connections User Conference in Phoenix and what rang close to home was his emphasis (which bordered on obsession) with providing unparalleled customer service, in which he broke down into his “10 Commandments.”

Obviously, punctuality was on that list, although I don’t know if I would threaten to deduct 30 percent of my bill from a doctor or dentist if I was kept waiting well past my appointment time as he did. They have access to far too many sharp and dangerous instruments.

Croce doesn’t break any new ground with his commandments, but rather emphasizes above all, the basics that many ignore, whether you’re the president of an NBA team, or the owner of a CPA practice.

For example, the importance of having a stellar and energetic receptionist who remembers your clients by name, as they are the first and last people visitors will come into contact with. Clear communication is another. We like to say the only dumb question is the one that is never asked. Others on the list, again, are familiar no-brainers such as keeping a positive attitude, and actually listening to your clients and customers instead of simply hearing them.

As a rule during my career, I have seldom reviewed or recommended books, but there have been exceptions, as in this case. No matter how complicated your business can get, I’ve learned over the years that it’s the basics that more often than not keep it running.