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A smaller business is in a better position to provide higher quality of
service to its customers. Or so they say.
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Yet many small business owners make the grievous mistake of setting up
roadblocks between them and their customers. While they may offer great
products, they unknowingly sabotage their businesses with poor customer
service and failure to make it easy for people to deal with them. And some
just have plain bad attitude. No wonder their businesses go nowhere.
Habits and attitudes can make you or break you. Many a hapless business
has been broken by the habits and attitudes of its owners. Below are some
attitudes that are sure to drive customers away and hamper the growth of
your business:
1. "This is my business; I'll do what I want to do with it."
This is the anti-customer thinking that should be purged from the minds of
every entrepreneur. You put your needs first instead of finding out what
your customers want. You operate your business in a way that is convenient
for you. Sure, you are the lord and master of your own business. After all,
this business started with your blood, sweat and tears.
However, your business is not about your ego. Customers do not patronize
your business to pay homage to you and what you have produced and
accomplished. Rather, they buy your products or service because you provide
for their needs.
2. "I can't say 'no.'"
The ability to say "no" is
crucial to your success as an entrepreneur. However, many entrepreneurs find
that saying "no" to somebody, whether a client, supplier, or
business associate, can be very difficult. However, saying "no" is
often needed to help protect the interests of your business.
When sales people approach you, no matter how nice or convincing they
are, hold steadfast and buy only what you need. If a client asks you to
extend them credit and your policy is cash upfront, stick to your guns
unless there is a strong justification for changing your policies for this
client.
Customers will demand the lowest possible price, even baiting you by
saying that your competitors are offering lower prices. If you follow your
customer's request without determining the impact to your bottom line and
overall financial health of your business, you might find yourself in the
throes of bankruptcy. Other customers will demand a million and one
concessions: from free samples, free delivery, free installation, free
service, and any other free stuff that they could get from you.
Remember, though: customer service is not the same as giving away the
store. Learn to say "no" if the request is not in the best
interests of your business.
3. "My way or the highway."
In business, inflexibility can be
fatal. Some entrepreneurs want to do their business through one way alone:
their way. They do not listen to their customers' needs and wants. They
ignore customers' repeated suggestions - whether they want to see new ways
to improve the product's packaging or additional service that can be
provided. These entrepreneurs see these suggestions as nuisance at best,
even interference. What they fail to realize is that these suggestions can
be a golden opportunity for their businesses. A business can thrive if it
gives customers what they want. Fail this basic business principle and their
business will close faster than they can say to their customers
"Wait!"
4. "I want to take it reeeeaaaaal slow."
The slow-but-sure
strategy for small businesses is good, but not if you are missing out on
almost every opportunity that comes your way. You resist growth, and you
hide in your little corner of the world. You may be afraid of taking risks,
or simply do not know what to do. You have self-created doubt and an,
"oh, it'll never work," or "oh, it won't happen to me,"
attitude.
Or you want to know everything first before you act. Well here's reality
for you: you will never know everything you wished you knew before
undertaking anything. You will not know how your new business will go if you
don't launch it. You will not know if you can get that financing if you
don't apply for it. You will not know how putting up a web site can
contribute to your bottom line if you don't create it. You just can't know
these things, so don't make knowing all the answers a criteria for taking
action.
How do you know if you are dragging your feet to the detriment of your
business? You may have a great offering, yet you remain passive about
marketing your business and wait for customers to drop like manna from
heaven. You reject any publicity efforts; even if media people contact you
to share your story with their audience because you think you are not yet
ready for the "big time." In the end, you'll lose out because more
aggressive entrepreneurs can beat you to the punches.
5. "Playing not to lose."
This is the antithesis of
"playing to win" attitude. Instead of moving boldly forward, you
adopt a defensive stance about your business. You adopt a reactionary
mindset when times begin to get tough. You stop taking risks and cut back on
costs including (erroneously) sales, marketing, and advertising. You even
make the classic error of cutting prices, at the time when you need most to
maintain your profits given the difficulty of achieving a greater volume of
gross sales.
To see your business grow and prosper, you need to adopt a "go for
it" attitude at all times. Whether you are operating in a good or bad
economy, you should always be prepared to adopt any changes in your
business, restructure it if needed to gain greater productivity, develop new
products and services, find ways to serve their customers better, and sell
more aggressively. Your attitude will spell the difference between your
success and failure.
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