Losing sight of the sale

Eyeing the prospective customer

I went to the local optician a couple of weeks ago. I had the usual eye test and photos taken of my retinas, and all was fine, except I needed to have my prescription changed. That would be the expensive bit.

Eye tests are cheap and cannot be profitable for an optician given the time they take. The value is selling the glasses or spectacles, and / or the contact lenses.

The local optician is a friendly place. We are greeted pleasantly, offered tea or coffee etc. and made to feel really welcome. I had my eye test and was ready to buy.

Customer in plain sight

I saw the lady who does the spectacle fitting and helps customers choose their frames. I knew I would have to shell out quite a lot of money with the list they had shown me. However, I will tell you a secret, though it may not be such a revelation if we have met. Anyway, here it is: I have quite a large head, which means I wear quite large sizes in hats and therefore in spectacle frame widths.

The lady could not find a frame in my size that I liked. In fact she had hardly any frames in my size. Now I would have thought that I could choose the style and she could order the frame and have the lenses fitted, but apparently not. She let me go without ordering and said she would check the other two shops they have for something suitable.

After ten days or so I popped back in the shop to see whether any suitable frames had been found. The lady knew roughly the style I had liked; that is inasmuch as one ever likes a new pair of specs. None had been found. I do not know if she had looked, but why not? After all I was a customer waiting to be reeled in for the sale.

Lack of vision

You will not be surprised to hear that rather than waste any more time I took my prescription to one of the larger chains of opticians and selected frames for them to fit with my new lenses. And do you know what? They cost 40% less than I had been prepared to pay at the local optician.

I often say that we need to make our clients and our potential customers feel wanted; to give them that warm feeling inside. I had that at my local optician, but they were not geared up to make the sale. It was not just a question of not being able to offer what I wanted and was willing to buy. They didn’t have what I actually needed.

How an earth can anyone run a business which takes great trouble identifying a need but then cannot deliver what the customer requires?

All small businesses need to deliver what they purport to offer, otherwise they will get a reputation as unreliable. The service needs to be seamless otherwise there will be tears and lost sales.

Does your business live up to your marketing promises? Does it do what it says on the tin?

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How not to run a business

 

English: NHS logo

(Photo credit: Wikipedia)

Patience is a virtue?

This week I have witnessed some very poor business management, or more to the point, no management at all. As it was in a hospital I have also come to understand how the word “patient” has become the word used for those “customers” who are in hospital, because you have to be exceedingly patient when you are in there.

This is not a piece bashing the UK National Health Service. The NHS is great when you have an acute problem. Emergencies are usually dealt with very well. Our local plaster room has always seemed very efficient, but the key there is that the staff in there take responsibility for their own work. They are skilled and they move things along.

A good start

We had to go to a surgical assessment unit. We were told that the patient would be there five or six hours while she was being assessed and the tests were done. She was checked in quickly and efficiently. They took blood fairly early on and the patient was examined a couple of times soon after arrival in the morning.

All downhill

The ward was not especially busy. In the afternoon several patients were taken down for X-rays. Our patient was left to her own devices, and it was just as well she had a good book to read. However at around 7 in the evening when clearly nothing had happened for hours, she asked to be collected as she thought they must have finished with her and she had been told she was fit to go home.

Comedy time

When I arrived, the patient told me she was now supposed to be going to have an X-ray. A porter duly arrived and wheeled her off. Fifteen minutes later they were back. The lady had been rejected by the X-ray department because she was still in her day clothes. She offered to put on one of their gown there and then, but was told she would have to return to the ward to get one.

Now be-gowned she was wheeled off again. Fortunately the porter managed to keep her place in the queue from the previous visit, which was the only initiative shown by anyone all day.

Breaking out

We escaped from the hospital at 9 in the evening. I was starving and while I had been waiting I had sought food in the canteens and hospital coffee shops, all of which had closed. The patient had been fed a rather disgusting shepherds pie in the hospital.

Blaming the management

I found the hospital nursing staff and admin people to whom I spoke very pleasant. I am sure they are good people. It was no good complaining anyway. Clearly there was no organization or management. Many of them were sitting or standing around most of the time, and it did seem that they were over-resourced when we hear so often that the NHS suffers from staff shortages.

It seemed to me that the staff were in the wrong places. Also, in the absence of hands-on management and being told what to do at each stage (often not a good idea as it damages self-esteem), workers do need to be allowed to use their initiative and take responsibility as in the plaster room. Empowerment of the workers to think for themselves within certain constraints leads to greater efficiency and, very importantly, they will be happier and more confident.

Empowerment

I have always believed in largely hands-off management but not in no management at all. Managers should be friendly with their charges because that encourages loyalty, which again promotes good work. You really can’t beat giving your employees responsibility for their own domain in an atmosphere which encourages them to report problems without any fear of criticism. Then you have a really efficient productivity model.

It is a shame when good people are not allowed to be at their best in the workplace. It is a terrible waste of their abilities and a dreadful waste of money.

We wouldn’t run a business like that would we?

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Wasting our most valuable resource – time

Am I wasting my time?

Neighbourhood watch

One of our neighbours – and I hope he doesn’t read this – spends hours of his time and quite possible six to eight hours a week cleaning and polishing his car. He seems to get a new car every year. I am sure anyone would find it satisfying to have a lovely shiny new car outside the house, but why spend all that time? No one will notice from any distance the odd speck or two. He won’t preserve the value any better. It seems a terrible waste of time.

Of course, it is not for me to say what he should do with the extra six to eight hours, but that is practically a working day a week. He could make something if he were good with his hands. He could do voluntary work. He could make some money with an eBay business. He would still have a nice shiny car and achieve something valuable for himself or for someone else.

Hot breakfasts

Our neighbour is not the only one to waste time. Many of us do it. I have been wasting time going to weekly breakfast networking meetings until the last year or so. They were not always a waste of time, but the environment for referral networking has changed. My business has changed too, so that the value of the meetings has become much less.

For me the weekly local breakfast meetings stopped working for me. I carried on too long because I enjoyed them, but in business terms that is not enough. We are in business to make money for our families. I gave a lot in terms of time, even ultimately running a networking group, and a lot in terms of referrals but with dwindling returns.

There was a point when the meetings ceased to be of much value at all. I think they do help new business owners starting out if only in overcoming shyness, as they helped me when I started a decade ago. I have stopped going to any morning meetings except the occasional local authority ones, which do at least provide an insight into local planning as it affects businesses.

Spreading our wings

My clients are now not just spread around the country, but also around the world, though rather scattered. The service my business provides is not just something which needs to be done locally. I do not need to meet every new client. We have Skype to talk, and we have Dropbox (I like Dropbox) or Google Drive or other cloud resources to exchange large documents where email does not quite suffice, and my web-based content marketing attracts the work. In addition on-line networking and social media provide opportunities for me to refer my friends and clients as well as receive referrals.

Although I have cut down local networking it does not mean I have no local business. I value my local clients and my main source of local new business is referrals from them and from the old-fashioned medium of paper advertising. I have one ad that works, and one only. The secret is that it appears in a monthly publication every single month, so that if potential clients have thrown away the last edition, they know they can find my business in the next one.

Bringing home the bacon

Not going to breakfast meetings saves me twelve or fourteen hours a month, which I use for paid value-sold work and in on-line marketing. I could use some time saved to clean my car, but not that many hours a month.

I think we all need to watch out for work time slipping into a black hole of waste. How can we make our businesses more efficient? What isn’t working for us?

How have you saved time in your business?

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Content marketing and specialist articles

 

Content in my niche

Free stuff?

I read in various places that content marketing doesn’t work for specialist businesses. I beg to differ.

I run a specialist business, which advises on tax.  In fact I have a niche within the tax business. I have a particular interest in property; that is real property.

I am told by others in my business and closely allied businesses types such as accountants that if we write articles giving away our knowledge for free then no one will come to us and pay for good advice. Yet, think about it. Don’t we all trawl the web for information on almost anything? The internet is the greatest tool for research that has ever existed. And yes, many people will take our stuff and try to use it. But they won’t use it in quite the right way without experience or with so much confidence as we would have.

Mind the traffic

Like every other business using content marketing I look at my web traffic pretty much daily. I notice how many hits I have on each article. That gives me an idea what is hot news and popular among the visitors.

I try to be very informative. Do you know what? I get business from writing my articles. For the time invested it is very well worth it, even though technical stuff takes a while to write because it has to be accurate. The same article or article theme brings business over and over again. That is because we gain trust by writing since potential clients can see we know what we are talking about.

Plenty for us

Never mind the visitors who come and take a little away from us. There is plenty to go round and no one can be an expert just by reading but without actual hands-on experience. Others will be happy to pay us for solid gold knowledge

If you need to know more about the power of content marketing, Heidi Cohen can tell you, and if you want to see a content marketing specialist in action, see The Sales Lion (not affiliate links).

I will just keep on dishing out the tips on my websites. What about you?

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Reputations, referrals and let-downs

If we get a referral from a colleague or fellow business person, it is very satisfying of course, but we have to live up to the recommendation. If we run our businesses as efficiently as we can and offer a great service that distinguishes us from the rest then we have no need to worry about letting anybody down. We have a duty to the referrer as well as to our new customer. After all, the person who has referred the work has put her reputation on the line by recommending us.

I have had a good and reliable service from one of my suppliers over about eight years. I thought nothing of recommending that supplier to one of my favourite colleagues in my network. Apparently my supplier has let her down. I feel bad about this because it is as though I have let her down. I gave the referral in good faith. My reputation was potentially at stake.

My friend is philosophical about it and says I shouldn’t worry. I still feel let down, and I would hesitate to refer the supplier again.

Reputations are precious. Mine is. I refer people I think are good, but I will be even more sparing with my referrals in future.

Have you been let down like this by someone in your network? What did you do?

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Your customers are your most valuable business assets

 

Customers like consistency

More clients?

The other day a local business lady said “I really need more clients”. Well, most of us would like more. However, what our friend was really saying was that she had lost quite a few recently. I could tell why that is, but she is rather in denial.

The business in question is complementary therapy. That sort of practice involves personal relationships and clients or customers coming back on a regular basis, whether weekly, fortnightly or monthly, or now and again when they feel like a little pampering. A business like that has to be there when it is needed. Not of course in the middle of the night, but regularly on a consistent basis.

On the road again

Our friend has in the past couple of years twice taken three months off to travel. It is true that during one of those she left a “locum”, but of course that involves a different person and a new relationship for the customer.

Then she moved the centre of her business, her treatment room, by six or seven miles. All those customers who found it convenient to just pop down the road to see her no longer could, especially juggling time around their working hours and the school run. They just don’t have the time and don’t want to drive.

Our complementary therapist was not thinking about her customers, or at least not realising that they would not follow her to the end of the earth or even to the end of town, They felt let down too, and messed around by the absences. If they wanted to be pampered it was better to try to find someone else who was more reliable.

Being there

Reliability is absolutely vital for any business offering any sort of service, whether it is complementary therapy or accountancy. Clients expect consistency. They come to expect that nice warm feeling of being looked after. They don’t want to phone up and ask for someone, only to be told that she or he is on holiday for three months or has moved to another location much further away.

Being there when needed is what customers expect, and why shouldn’t they? They provide us with our income, and while we see them as people they are our most important asset. Shouldn’t we work hard to keep them?

 

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We who hesitate

B&W reproduction of an imaginary portrait of H...

B&W reproduction of an imaginary portrait of Horace. (Photo credit: Wikipedia)

The art of procrastination

I was amused by this good piece by Rowan Pelling, about procrastination. Mind you, four years tax returns outstanding? I am sure we can help.

Horace is described as a self-help writer in the BBC piece. If he had lived a couple of millennia later, would he be selling e-books? There would be a business opportunity, and his poetry might go quite well too. It seems a couple of millennia since my school days flirting with his works, though.

Carpe diem

It is so easy to put off decisions, let alone making the wrong one. We usually know when we should make a decision because there will be problem staring us in the face, or with any luck a great opportunity if only we have the courage to decide.

Take advice, perhaps, but seize the day. Make a decision sooner rather than later.

 

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Quantum hop

 

English: Joe Napolitano, Quantum Leap '91 &quo...

Photo by Joe Napolitano, Quantum Leap ’91 “Play Ball” (Photo credit: Wikipedia)

Regrets, we have a few

I guess most of us remember certain points in our working lives where we think we could have made a better decision. When it is a question of our own careers as employees we are very often on our own. We cannot consult our fellow workers very easily because a rumour of our unhappiness and possible resignation might get back to the boss.

Speaking for myself I only ever left a job when I was unhappy with the business owners or managers or because the work was very unsatisfying, and on one occasion when I didn’t have enough to do. The exception was when the job left me.

Of course twenty-twenty hindsight only makes us feel bad. If only we could have seen around the corner to the future, things might have been different. It is not easy to plan a career as we go along because we are hostages to fortune with the whims of our bosses and commercial issues which we have no control over.

But then again…

As business owners, we do have control over our destiny. We can make plans and do our best to implement them. Of course the commercial environment might affect what we do, but we have more control.

As independent business people we are much more able to take advice about our work. We will more easily have made friends who can give sound advice, and we can find a mentor we trust, paid or unpaid. We can give our advice to others as well as receive counselling on our issues.

Oh boy!

Of course some people plough on blithely in their own way and never seek help. Yet it is so much harder not to make mistakes if we ignore the people around us and do not take account of external factors. Therein lies disaster. Sometimes I see people who have made the wrong decision at a critical time for their business. It might be too late to save them.

Do you remember Sam Beckett, played by Scott Bakula, in the TV series Quantum Leap? Sam found himself going back in time into other people’s shoes at a time when they needed to get right a critical decision in their lives. Poor Sam felt trapped, but he did get to put so many people in the right track. I wish I could go back and do the same for some who got it wrong, but I can’t. Of course I can help with any salvage operation.

If we need to make a big decision in our business lives, we all must get the best advice we can before we make that leap. Otherwise we just take a short hop into disaster.

Have you made a great leap forward recently?

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Names you shouldn’t call yourself

It is no secret that I don’t like the term “social media expert“. You can’t be an expert on a vast subject and know everything that is going on. You have to be a specialist in some areas, know how to find out things you don’t know when asked to, and have credibility as a capable person in a capable business. “Expert” doesn’t mean much.

Fortunately most people don’t call themselves experts. The very term is usually shorthand used in newspaper headlines  when a more descriptive term would be too long. It is a bit lazy. Another meaningless headline alternative word is “boffins”. Who would say “boffin” in normal speech?

Some terms people use about themselves which actually make me giggle are “visionary” and “entrepreneur”. While these words have some meaning, they are subjective and a matter of opinion, which is why they should only be used about an admirable someone other than oneself.

There is an individual I have come across who calls himself a “visionary entrepreneur”. ROFL. It is hard to take seriously.

When describing ourselves we have to be careful to define our USP and skills without comedy, unless of course we are comedians. Most of us don’t want to be the laughing stock, do we?

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Do you really have a business? Part 4

A business lost

A few years ago I said I would help a friend who was thinking seriously about buying a nightclub or “venue”; that is one which had live entertainment.

Of course I was happy to help my friend, and said she should ask for copies of the recent accounts produced for the business. What she received and sent to me were records which had been obviously compiled by the owner overnight using QuickBooks, and which in my view were entirely fictional. It was clear that they left out not just a lot of the more obvious expenses such as the bar cost; hardly any beer purchased compared with that sold; but also hardly any staff costs (either left out or paid in cash, no questions asked).

My friend did not understand that side and she was looking to part with nearly £100K.

So here is a tip. If you are looking to buy an existing business, even a small one, ask for certified copies of accounts from a reputable firm of accountants or tax advisers. If the owner is a DIY bookkeeper-accountant, ask your professional to go through the books and give an opinion as to whether they add up not just numerically, but in a business sense.

Don’t part with your hard-earned money until you know what you are buying and how much it is really worth. Buying a business is one of life’s big decisions. You need to get it right, don’t you?

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