So I recently joined a Gym called Talwalkars, which happens to be the largest fitness chain in India. The moment I walked into it, I could feel secret service in action.

Most people who know me know that I am very choosy and never so easily impressed with anything — and, I am sure that designers who work for me would be more than glad to talk about it — but this place was different.

Even though I should have been worrying about my tummy tires, I was more concerned with finding out how exactly are running their business. And very soon I found out that their branch manager Nissreen was to be blamed err. I mean credited for it.

Let’s talk about how she does it!

The day I called Talwalks to ask if they were open for business and if I could come over to get a membership, the person on the other end of the line told me that if I could wait three more days as they are coming up a new discount.

Even though the discount was just about $150 but it was not just about money, it was about the fact that they kept their customer above their profits. It was about a feeling that they care.

It ain’t no secret that I hate filling up forms. So while I was filling up my membership form, Nissreen handed me another form for some sort of lucky draw they were having, I told her that she was such a little devil for making me do something I really hated.

She said I should because I could win something. To that I replied something in terms of that Lady Luck and I always have a breakup when it came to lucky draws and Nissreen said that she will make sure that I win something. So I jokingly cut a deal with her that I’d split half of the booty with her.

Two lucky draws pass and still no soup!

So, just trying to pull Nissreen’s leg, I sent her an email that we both have a deal; and, if she forgets that then someone gets kidnapped.

When I reached the Gym from the Golf Club next day, the girl at the reception handed me over an envelope with a letter informing me that I’ve won 25 sittings of massage! Okay that was a bit of prize-fixing but hey it’s always hawt to win something. Heh.

While she may not have intended it that way for sure, but here we have the reciprocation principle at play. Do you think I am going to leave these people anytime soon or tell people not to join them?

When you are enthusiastic about something, it just doesn’t show on your face but even spreads like a virus. If the boss is enthusiastic then nearly everyone tries to behave the same way. It’s called social proof.

Go around, talk to people and try to understand them. What do they do and what their interests and preferences are. Make it personal. Get a sense of humor and kid around. Try and build a personal bond with your customers. And I’d say that Nissreen seems to have mastered this skill.

You might have already guessed by this post that I am pretty impressed by the way she runs her business. When I brought that point up, I was even more amazed to find out that Nissreen didn’t have any formal business management training* or an ownership stake in the branch. I just hope that the owners realize what a person they have on roll and pay her for what she is worth. You know, poaching good employees is a wonderful time-pass for some entrepreneurs.

That was my observation of the whole thing. Next, when I am a bit free from the freaky-crazy schedule I am having these days because of four new projects, I am going to kidnap Nissreen for some time and do a video-cast with her to understand how she does it so well. =)

* It is always very inspirational to meet another street-smart exec out there.