Size doesn’t matter…It’s still a business!

Living near a small, quaint village has given me the inspiration to write this blog entry. First, allow me to paint the picture of the village. There is a private, liberal arts college just outside the village boundaries which has helped to create a cultural aspect to the community. Many small shops line the village green and surrounding areas. The culture and shops make the area very reminiscent of quintessential New England life. I often walk around the village and have observed an ebb and flow of daily business. In these reflections, one aspect is easily seen - it amazes me how many business start with fanfare only to close in defeat after just a few short months. After watching and reflecting on this, I believe there are business acumen lessons for all of us to learn. Here are my thoughts on how two of these businesses could have had a different outcome…

A pizza shop/cafe across from the community school seems to have a good shot at success. It is a very central location and the high school students are allowed to leave the school grounds for lunch. Looking for something different for dinner one night, we decided to give the new place a try. The interior was nice enough and though still suffering from a little nervousness, our waitress was mostly pleasant and efficient. The food was decent – not great – but good enough. So what stopped us from ever going there again? As we were eating a group of teenagers came in with the owners’ daughter. I know this because the owner pretty much stopped everything to talk to her daughter. The daughter proceeded to handle food in a case without washing her hands or donning gloves. Of course, being teenagers they were not quiet. Then all the kids went back into the kitchen. It was a repulsive situation and we never went back. Needless to say it was not a surprise to see the restaurant closed within just a few short months.
 Business acumen lesson #1 – while they might be your family, they are not my family. I am paying money for your products and the experience of being at your establishment. As a businessperson, regardless of the size of your company, your first priority must be your customer experience.

Moving on to the next example, in my daily walks I always went by the shops on the green. One such shop was a cute boutique aimed towards the young women of the community. I would have stopped in just to check it out but it was always closed. The hours posted clearly indicated that the shop should have been open but invariably the lights were off and the doors were locked. It’s an interesting business model to think you can create a beautiful shop, post regular hours and then lock your customers out! Of course it is not surprising that this shop failed even quicker than the restaurant.

Business acumen lesson #2 – It’s a business and the goal is to create loyal customers. To do so, you have to build trust by standing by what you advertise. If you say you are going to be open, be open!
 Of course these are just a few examples of the lessons to be learned. I think the important thing for all of us to realize is that we have to put aside our personal business priorities and make the customer experience first. Don’t keep your potential customers on the outside looking in. If you do, even the biggest and best grand opening will still lead to dead end.

Disclosure of Material Connection: I have not received any compensation for writing this post. I have no material connection to the brands, products, or services that I have mentioned. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

First impressions really do count…

As we face the challenges presented by the current economic conditions, we cannot overlook the small details that could make or break us. One such seemingly small detail became glaringly obvious at a meeting I recently attended. It wasn’t the meeting participants or the subject matter that was disturbing – it was the welcome I received when I walked in the door.

Have you walked into an unknown place and not know what to expect? Did you find yourself somewhat relieved when the welcome was warm or were you a little more anxious because the greeting was so uninviting? When the welcome is warm and you feel welcome, your perception of the company is probably more favorable than it would be in the uninviting situation. What threw me a curve was I walked into a situation that I thought was going to be warm and wonderful but the receptionist was so cold and uninterested, I was shocked. She didn’t even look up when I walked in and continued to stare at her computer with another employee, who also didn’t look up. Finally someone else greeted me as they walked by. Definitely didn’t set a good stage for the meeting that was to come.

In this case, I wasn’t a customer but what if I was? I don’t think I would be all that willing to establish a relationship with a company that couldn’t even display common courtesy when I walked through the door! Think about the world of retail. I know which stores have more attentive sales associates and I do try to go to those stores as much as possible. Same for restaurants! I want a server to be attentive and friendly and I will avoid certain places that have “bad service.” Why should our businesses be any different?

A local company I am very well acquainted with embraces this philosophy. Their receptionist has the title, “Manager of First Impressions.” Talk about managing business acumen – they get it. The next person through their door could be a customer walking in, a banker to talk about business loans or even a business reporting looking for a feature story – they don’t know and they don’t want to take any chances.

Remember, your receptionist is not only the first face your visitors see when they arrive, they are also one of the last faces they see when they leave. Don’t let your opportunities walk out your front door. Take the time to understand the full visitor experience.

Disclosure of Material Connection: I have not received any compensation for writing this post. I have no material connection to the brands, products, or services that I have mentioned. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”