Build a Better Castle — Part 1
Posted on 20. Apr, 2009 by Kimberly in business
Over the past few months I have heard a lot of heart wrenching stories regarding some business closures, layoffs, downsizing and many other words slanted in the negative. I think that astute business owners and those not completely swayed by the media also realize there has been a lot of good stories out there that we do not hear as much. Well, we should hear those stories. I for one, am a firm believer that some of the hardship we as business owners are experiencing will in the end work for good, not evil. I will be focusing some of the next few articles on a positive vein in the hopes to inspire you to share some of your successes, tips, ideas and resources.
There are many businesses that are making stronger in-roads because they are a smaller, more intimate sort of company or have taken a refined approach to their business the past year. I think people want a purer relationship/interaction that what was the norm prior to October 2008. They do not want the “Emily” from Bell Canada (a Canadian thing, eh) asking them questions; they want a real person. They want YOU to find a better way to woo them, service them and keep in touch with them that you have ever done before. So how should you build a better castle (you business)? Here are some simple strategies.
1. Define You/Your Business — people want to know who you are:
It strikes me with the utmost fear when I ask someone what their business is about and I either get the 10 second elevator speech that is so rehearsed that I almost get whiplash, or they still have not finished defining it 20 minutes later from continuous chatter. How would you ever expect your potential customers to know what the heck you are offering if you don’t know. Really. This is the first and foremost aspect in any business. If the economy has changed you, your viewpoint or your ability to service a business sector, then take the time and redefine that. Do not rush out with the same-old-same-old. The clients can sniff that one out from 150 paces. If it isn’t in you, or it is not what you want to do, then stop. Do want you are moved, inspired and captivated by. People can feel a lack of inspiration and energy. You are not fooling anybody, especially yourself.
2. Define your niche — people want to know what you do:
Okay, so now you have a better idea of who you and your business are, great. So define now in which ways you want to bring that service to the public. If you are a plumber and your business is all about home renovations made easy — how does that statement manifest itself? So you enjoy teaching others about plumbing, so you could say that you are a Licensed plumber that is a certified trainer business through the local Home Depot or Rona. Remember, this is just one example of taking the definition of your business and then defining what is does.
3. Define your methodology — people want to know how to get to know you:
Are you a social butterfly or rather someone who prefers equipment over people? This is so important to define because forcing yourself outside of a realm of real comfort is a sure-fire recipie for failure. Okay you introverts out there, I am not letting you completely off of the hook. You cannot stay in the dark, cool comfort of a home office wearing your pj’s everyday and never answering the phone. You do need to network, mingle and get yourself known. However, if you are an introvert, building your business with you as the lead salesperson is a very bad idea. You may need to hire a salesperson to sell and a phone centre contract like say KeyContact to take the initial calls, but you need to be a strong part of the business. So get over yourself. Going to a monthly tweetup/meetup or networking business after 5 with your local chamber will certainly not kill you. Maybe you work best online handling the tweetdeck tweets or commenting online, or interacting with live video feed conferences you hold. That’s great. You just need to be true to yourself and not put yourself in a position that actually hurts the company reputation and makes you feel like you are in the wrong place.
4. Define your interaction — people want to know how to ask, request or get support:
Once the other aspects are clearly defined and working well you need a system to actually interact with your clients. A couple of my clients refuse to get a cell phone, but they have other systems in place to make sure they are putting the rwuests and needs of their customers in the right perspective.
Get Satisfaction is a great way to get client feedback and it easliy integrates into your present site. We have used it with our own systems.
Vandaley Design actually did a great article on client feedback how-to for web designers. Here is a link to that article.
If you are at your computer in the office for your business, skype is another great way to offer client support. You can also record the call if needed for future reference ot just in case the client gives you a glowing testimonial you might want to add to your site. Twitter is also a great way to provide short, quick and timely response to client questions. It allows you to make sure you can address the needs immediately or as soon as possible. I do know of a few businesses who actually include thei Twitter hours to clients in brochures and business cards, just letting them know that someone is not on 24-7, but throughout the normal business day, they are there to answer any questions. If you have a Smartphone, Blackberry or iPhone, twitter apps make the connections possible from your remote location as well. I know I have responded a few times to client problems or questions while watching the Knights game at the John Labatt’s Centre.
You might also use surveys, email, fax responses, special dedicated phone line or may other methods. The main point is that it is important to think out your interaction methodology. What works for both you and your busdget but provides the very best support services for your clients?
This is Part 1 of this series on Building a Better Castle. Next time we will cover some smart ways to maximize your business dollars. I would welcome your feedback and input throughout this positive look to growing your bsuiness in 2009.
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Kimberly Beaven is a Web Designer and Creative Director of BlueWave Media. She is is truly a gadget girl who loves architecture, photography, design and coding. Learn more via twitter or her Google Profile. If you enjoyed this post, please subscribe to our RSS feed.