Business
Bollin on Business: Strengthen your business - take a hike
By Mark Bollin
Just like our area retail businesses, we all feel a bit of economic stress. Uncertainty reigns in the minds of business owners, managers, and employees.
“Fear” and “preservation” are words I am hearing from consumers on the street.
Business owners are trying to negotiate this nerve-wracking economic slowdown and unpredictable business cycle.
Let’s face it — business is tough to get. So, I have a challenge for you.
Let’s put the hand-wringing aside for a few hours and take stock of your business as perceived by your most important asset - your customers.
Let’s take a quick get-away from your business … let’s take a hike! Ready?
Starting line
Although this pertains to almost any business, let’s say you run XYZ Tire Store.
Drive to several parts of your market area a mile or two away from your business.
Find some unsuspecting residents, walk up and ask them if they could recommend a local business for tires.
Ask them why they recommend that store. Ask them if there are any others that you should consider.
You may, or may not, like their response — but you will learn a bunch about your presence in the marketplace.
If you stop 10 consumers and XYZ Tire Store is mentioned most often — congratulations, your marketing and customer relations efforts are being rewarded.
If none of the 10 consumers mention your business, better get a comprehensive marketing plan ready, now!
Stop I
Drive back to your business. Look at your storefront as if you had never seen it before.
Does the signage reflect your brand? Does it tell your story?
How does it look compared to your neighbors? Is it neat, clean, and appealing?
Is there plenty of parking, or are spaces being occupied by empty shopping carts?
Remember that “first impressions” clich/? It’s true!
Stop II
Now this is a tough one. Forget that you own the business. Walk through your front door as a potential customer. What is the first thing you see?
What impression do you get as you go through the door?
Cluttered? Neat? Confusing? Comfortable?
Be honest about how this business makes you feel. What about the lighting? Does it highlight what you want it to? Does it lead customers to your high margin products?
Does the layout have meaningful form and function, or are customers left to find their way through a maze.
Customers can be easily confused.
Making them comfortable and at-ease will make them shop longer, increase sales and create a loyal customer base.
Finally, are you giving your customers a reason to return? How about a special, hand-delivered, coupon that gives a discount when they visit again.
Give them a compelling reason to return … they will.
Stop III
Stop, look, and listen to how customers are being treated. Is the staff friendly, informed, and engaging — or sitting on a stool reading a book?
Are questions being answered properly — the way you want them to be answered?
Are customers being treated the way that you would want to be treated?
If not, it’s time for some staff training. Time to get all employees on the same page with a clear set of expectations.
Creating great customer service is the most cost-effective way to grow your business.
Finish Line
Well, that wasn’t too hard, was it? Now, take the notes you took from your hike and turn them into an action plan.
Aside from some paint, new fixtures and a bit of rearranging, my guess is that this hike didn’t cost much, yet acting on what you found will pay big dividends now and into the future.
Fix what is broken in your business while there is time to do it. You’ll be glad you did when the economic faucet turns on again.
Oh, one more thing. Set a date to take this hike all over again in six months. You’ll see what changes are really paying off, and you may find even more ways to strengthen and grow your enterprise.
Mark Bollin is COO of BizMark — a business optimization firm.
520-548-5643
“Fear” and “preservation” are words I am hearing from consumers on the street.
Business owners are trying to negotiate this nerve-wracking economic slowdown and unpredictable business cycle.
Let’s face it — business is tough to get. So, I have a challenge for you.
Let’s put the hand-wringing aside for a few hours and take stock of your business as perceived by your most important asset - your customers.
Let’s take a quick get-away from your business … let’s take a hike! Ready?
Starting line
Although this pertains to almost any business, let’s say you run XYZ Tire Store.
Drive to several parts of your market area a mile or two away from your business.
Find some unsuspecting residents, walk up and ask them if they could recommend a local business for tires.
Ask them why they recommend that store. Ask them if there are any others that you should consider.
You may, or may not, like their response — but you will learn a bunch about your presence in the marketplace.
If you stop 10 consumers and XYZ Tire Store is mentioned most often — congratulations, your marketing and customer relations efforts are being rewarded.
If none of the 10 consumers mention your business, better get a comprehensive marketing plan ready, now!
Stop I
Drive back to your business. Look at your storefront as if you had never seen it before.
Does the signage reflect your brand? Does it tell your story?
How does it look compared to your neighbors? Is it neat, clean, and appealing?
Is there plenty of parking, or are spaces being occupied by empty shopping carts?
Remember that “first impressions” clich/? It’s true!
Stop II
Now this is a tough one. Forget that you own the business. Walk through your front door as a potential customer. What is the first thing you see?
What impression do you get as you go through the door?
Cluttered? Neat? Confusing? Comfortable?
Be honest about how this business makes you feel. What about the lighting? Does it highlight what you want it to? Does it lead customers to your high margin products?
Does the layout have meaningful form and function, or are customers left to find their way through a maze.
Customers can be easily confused.
Making them comfortable and at-ease will make them shop longer, increase sales and create a loyal customer base.
Finally, are you giving your customers a reason to return? How about a special, hand-delivered, coupon that gives a discount when they visit again.
Give them a compelling reason to return … they will.
Stop III
Stop, look, and listen to how customers are being treated. Is the staff friendly, informed, and engaging — or sitting on a stool reading a book?
Are questions being answered properly — the way you want them to be answered?
Are customers being treated the way that you would want to be treated?
If not, it’s time for some staff training. Time to get all employees on the same page with a clear set of expectations.
Creating great customer service is the most cost-effective way to grow your business.
Finish Line
Well, that wasn’t too hard, was it? Now, take the notes you took from your hike and turn them into an action plan.
Aside from some paint, new fixtures and a bit of rearranging, my guess is that this hike didn’t cost much, yet acting on what you found will pay big dividends now and into the future.
Fix what is broken in your business while there is time to do it. You’ll be glad you did when the economic faucet turns on again.
Oh, one more thing. Set a date to take this hike all over again in six months. You’ll see what changes are really paying off, and you may find even more ways to strengthen and grow your enterprise.
Mark Bollin is COO of BizMark — a business optimization firm.
520-548-5643
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