Small Business Revitalization Blog

On my desk is a small flyer from a local cleaning company.  I receive a promotional flyer in my letterbox every few weeks from the same company.  My prediction is that this business will never be particularly successful for one small but significant reason… the owner of the company leaves all responsibility for service delivery to the contract cleaning staff. Not only that, the owner does not respond in a meaningful way to customer complaints!  

How do I know this?  Until this week I was a regular client… at least I was trying to be… there seemed to be a small problem for the contractor in turning up at the prearranged time every fortnight.  It was a small problem for the contractor, unfortunately it was a big problem for me if they didn’t arrive – I see clients in my home and I don’t have time to clean if the cleaner doesn’t turn up! After the third ‘no show’ in less than 4 months, I found a new cleaner!!

Why couldn’t the business owner solve this problem?  It’s probably because of the way that business is (mis)managed…  Here’s three ways any service business owner can exceed client expectations and win a customer for life…

1.    Take responsibility for delivering what you promised… no matter what!  If you are unresponsive to a customer, then expect to lose that customer sooner rather than later… Take the time to understand WHY this customer needs your services so much – it will enable you to be creative and responsive in meeting and exceeding their expectations.

2.    Ask for feedback regularly and take genuine action to resolve any twitchy issues.  I had already raised the service issue with the cleaning company however it was clear they were not interested in resolving my problem effectively. A professional, responsive approach could have turned me into a long term (ie very profitable…) client instead of a lost client!  Knowing the ‘make or break’ issues from the clients perspective will ensure decisions go your way…

3.    Listen closely to the client requirements, ask lots of questions and then plan to exceed their expectations in one small area.  For example, I’d asked the cleaner to let me know when cleaning products were almost empty so that I could ensure a ready supply… instead of forgetting to tell me at all, she could have recommended an eco-friendly brand that works really well… sharing your ‘insider’ industry knowledge should never be underestimated as a way of building a relationship!!

Lastly, don't push your ideas of what constitutes  'exceeding expectations' onto your clients...I don't require a sexy cleaner... just one that turns up regularly and on time...  (of course there may be some clients who require an attractive cleaner... what would it take to make them happy too??)

What do you think?  Have you experienced service that has exceeded your expectations lately?  Tell us about what was so amazing (or so underwhelming!!)...

Often I meet business owners who are stressed, stretched or otherwise finding very little joy and ease in their business.  One of the most common causes is they are trying to be everything to everyone!  

Have you ever found yourself spending lots of time doing things you hate and aren’t even that good at?  Have you ever asked yourself why you are doing those miserable things rather than the things that you love and find easy?

When I talk to business owners they can almost always quickly identify the actions which are joyful and easy, and those which are hard.  So why do so many people make themselves suffer?  If you have staff, you have a simple solution… delegate!!  If you have no staff you also have a simple solution… outsource!

Many business people think they can’t afford to do this.  So why are you doing a $20 an hour job when you could add hundreds if not thousands to your bottom line by spending your time on what you are good at and what you enjoy?  

It is often the things we find easy that are our gifts… is it time to recognize your gifts and share them with the world?  Most of us forget that not everyone can do what we do with ease!!

My business coaching clients receive super valuable service from me because I focus on what I’m good at – communicating, generating ideas and creating connections…  If I was spending my time on bookkeeping and administration then not only would I be miserable, but my clients would not get to experience the amazing value that I can contribute to their businesses.  Also, my own business would be growing much more slowly because I’d be caught up in tasks that don’t add value…

What one task can you delegate or outsource today that will enable you to give more value to your clients AND give you more joy in your business?

If you're not sure about the best way to add value to your business and make yourself happier at the same time, schedule a free 30 minute introductory business coaching session with Lisa Murray... it will change your life and increase your profits!

Every business owner knows how important it is to have a point of difference, but few businesses take this seriously and effectively establish a truly unique position in the minds and hearts of their customers.  And of those that do, few ever leverage those factors that make the business special and desirable to anywhere near the profit potential of the initial idea.  In my business coaching sessions, I often work with clients on these two issues, as they offer some of the best insurance around for creating a successful growing business which is hard for competitors to copy.

The trend for TRANSPARENCY is just one approach you can consider…
There are many industries where customers are highly aware of the risks of being ‘ripped off’ or taken for a ride. If your business is in one of these industries, you have a golden opportunity to deliver way more than your customer expects.

Find ways to make your business dealings transparent to the customer. The more honesty and integrity you can demonstrate, the more trust you can build and the more referrals you can receive and the more you will be able to charge. This works especially well in highly competitive industries or industries where the client requires a high level of trust in you to commence the relationship eg financial services or construction.

What would it take for your potential customers to trust you? What could a transparent business model look like in your industry?

Need some support in discovering your goldmine?  Contact Lisa Murray to arrange your free business coaching session. (No obligation, 30 minute introductory session for new clients only)

Got a comment?  Share your thoughts below...

		Have you ever noticed how many people talk about business as being hard work, boring or too difficult?  Have you ever wondered what else was possible?  Most people think business must be done in a ‘traditional’ way, where it is all very heavy and responsible.  What if you could function from a space where your business was joyful, creative and amazing – everyday?

When I started my businesses I only had two criteria:  that I could make insane amounts of money and that I could have a really good time doing things I love…  Yes, it is possible, and here is one of my favourite ideas for creating a phenomenal business that works for you.

Have you decided that you are the business?  When a small business first starts, it is common to see the business owner being everything to everybody and suffering under the strain and stress!  Often this is a result of being under-capitalized or thinking that you ‘should’ be in control of everything.  So, what if you were willing to allow support to arrive from anywhere?  What if you choose to focus on your strengths?  Would you be a lot more productive?

Is it time for you to get creative in the ways that you attract support for your business.  Consider:  delegating, outsourcing, contra arrangements, networking, mastermind groups, coaches, mentors and most of all generating opportunities by being willing to ask “What else is possible?”…  

Rewarding synergies are created when we are willing to ask for help.  Even the Lone Ranger had Tonto!  What would it take to make your business phenomenally joyful?

Many of the businesses struggling in the current economic environment are actually facing the same core issue:  their business model only works in a growth economy - that means it is looking a little beaten and broken right now.  An effective business model will work for your business in fair weather or foul... so what are the key issues you need to consider in developing a really profitable business model?

In essence your business model must be strategically designed so that your business can deliver you with lots of cash – regularly and easily!  As a business coach, I often observe that this part of the business is the most poorly defined for start-up businesses.  

If you don’t know who is going to give you money, for what, why they’ll hand over cash and how that will happen systematically, you don’t have a business, you have an interesting product or service idea, at best!  To build a sustainable business you must develop your ideas into a profitable business model!!!  

If your business model is based on one-off transactions you need to consider alternative models as the model most likely lacks sustainability.  To start with, you need to be able to offer a solution to the following:

• What do you offer and why would people choose your products/services over anyone else’s?
• What are your supply sources and how do they enable you to maximize your profit margins?
• Where will you find a ‘hungry market’ and how easily can they find you and buy from you?

Once you can answer these three questions you need to put your ideas into practice and work on fine-tuning your model so that it works everytime.  If the basic model is strong, then when the economy changes, in most cases, you will only need to tweak your tactics, rather than reinvent your business from scratch.

The businesses which will grow the most strongly in the next boom will be the ones which have created the strongest business model during the recession! 

What is required for your business to be financially successful?

For many small or micro businesses, it is tempting just to get a bit of marketing going and forget about some of the more tedious basics.
I know it sounds boring, but a little bit of attention to some legal basics at the beginning can sure save you a lot of hassles and stress later on…Here's my top 3 essentials!

1. Make your business work for you financially. Get a good accountant and ensure that you set up a business structure that works for you on multiple levels (taxation included!).
2. Register your business name, ensure your business name and logo are protected by trademarks (national or international) and register any domain names that relate to your business.  You want to own the visual and naming space that your business occupies.  Don’t run the risk of someone liking your name and ‘borrowing’ it for their own purposes!
3. Acquire the necessary business insurances e.g. public liability, professional indemnity etc.  Every industry is different in its requirements, so obtain the appropriate advice.

You don't have to make it difficult...use the government resources available in your state to get started!

Imagine this… you are new in town and attending a networking event.  There are plenty of service providers there and you are looking for a day spa you can visit regularly. You meet a hairdresser/beautician who wears no makeup, promotes tanning but is pale as snow and has ratty looking hair…would you use them?

Most of you are already laughing – you are probably thinking ‘stupid question’!  It sounds stupid, but it is a reality for many service providers – who they are does not reflect the products or services they are promoting…  If you are going to promote yourself as a success coach then you must be vibrant and full of life first.  If you are a strategist, then demonstrate your expertise in your conversations.  If you are an image consultant then lose the bright green eyeshadow and frumpy clothes!

When your personal brand is incongruent with your stated business image, your potential clients experience confusion.  They don’t know what to believe… and research tells us that people believe what they see before they believe what you tell them.  Everything about your personal brand needs to reflect your business brand if you are the one representing your business in public!!

As a small business coach, I encourage my clients to look at their personal brand Here’s 5 (hard) questions to ask – if you want an honest opinion, ask for feedback from others who are willing to tell you what they really see:

1.    Does my branding (logo, business cards etc) reflect my product and services accurately?
2.    Am I dressed and groomed appropriately to represent my business?
3.    Do my written communications demonstrate my expertise?
4.    If I met me for the first time, would I have confidence in me?
5.    How else can I add value to my brand to make it even more distinctive and personal?

Reinventing your brand can reinvent your business.  The devil is definitely in the detail!!

		As a business coach, I get to talk to lots of business owners about the nitty-gritty of their business success.  Lately I’ve been observing the ‘I won’t’ phenomenom killing off small businesses in droves.   What happens is that the business owner is too tired and worn out, too bored or too scared to take the next set of steps that will really move the business forward.  In some cases, they have made so many decisions and put so many limitations around how the business runs, that there is no room for creativity, innovation or taking any of the risks which could bring in a swathe of new business. Take a pen and paper and write down the one thing you would most like to achieve in your business over the next three months.  Now write a list of everything that is stopping you from achieving this.  When you look at that list of limitations, how many of them are self-imposed?  How many of them could be solved by talking to a coach or mentor or getting in some additional expertise?  How many of them can be solved by taking a different point of view?   Take steps to reduce or dissolve every possible limitation on your list.  Does your target look much more achievable now? When we outgrow our limitations, we can expand our businesses in ways which were unimaginable just a short time ago.   Wherever you are unwilling to do or change something, you have set (sometimes unconscious) limitations upon yourself and your business… I recently undertook this exercise and it opened up a whole new perspective on my business!  What can it do for yours?  (And if you didn’t do the exercise, it pays to remember that denial is disempowering…the more willing you are to perceive a new perspective, the more successful your business will be!)

Recently I registered a couple of .com.au domain names.  Not long after, I received a very official looking letter from www.domainregister.com.au asking me to pay for these names (again!).  A closer look revealed that these were the .com versions of the sites I had recently registered - and they were offering me the domain names for just $249 each!!  

A quick check on www.godaddy.com revealed that I could get them for $9.99 USD each - a saving of over $450!!!  Of course there was also the enticement of a "free" Ipod Shuffle to take your attention away from the basic offer... Remember that there is generally no such thing as a free lunch... my friends at Domain Register were still making a rather tidy profit from those less vigilant with their accounts!!

The other part of this equation to consider was did I need the .com domains - clearly not as I did not choose to register these first time around...  It always pays to be 'buyer beware' when you receive invoices.  Do check what you are paying for carefully.  It would have been easy to have let that one slip through...and that is exactly what companies like this are hoping for...

		Many small business owners ignore the marketing strategy of networking because they don’t see obvious results on the bottom line, or they feel they are just too busy to invest the time that networking requires.  Here’s 3 quick tips on how to leverage your networking investment and maximize the results:

1.    Define your networking objectives clearly.
‘Getting some leads’ is not a clear objective.  Consider the following instead:
•    Make contact with at least three people who want to know more about what I do
•    Meet someone who can ……….(fill in the gap – what do you need to make your business work better right now?)
•    Find at least two opportunities for joint ventures or promotional partnerships…
Now that you know exactly ‘who’ you are looking for, networking is going to start working for you!!

2.    Follow up!!!
By this I do not mean collect as many cards as you can and add them to your database without asking!!!  Be strategic in your follow-ups:
•    Write notes on the back of the person’s business card if you need to follow up in any way.  Do what you promised within 48 hours.
•    Set up an automated process on your website where you can enter their details into your database – BUT you give them the choice to opt-in!  I actually share an example ezine with my prospects to entice them to sign-up.
•    Be willing to explore.  I often have coffee with people I’ve met just to explore what the possible opportunities are – a quick brainstorm can lead to outstanding profit generating projects!

3.    Measure your networking returns
If you don’t know what you get out of networking events, it’s time to start measuring the return on your marketing investment for each event that you attend.  
•    Set up a simple spreadsheet that notes investment of both time and money, the follow-ups and the outcomes.
•    Measure the returns on any joint promotions that you undertake.
•    Measure the referrals you receive from people you have met networking.

Networking will work for you, when you start working it!  I always go to events with the approach of ‘how can I help you get what you need?”  Give first and you will always receive!