But there is one very costly mistake most small business owners make, and it costs them a bundle in lost business every day. The sad fact is they probably don't even realize it. You see, most large businesses employ people at the high levels in executive careers to focus on big-picture issues like customer satisfaction, communication, and product development. There is vice president jobs designated for each of these primary concerns. And while the front-line employees are busy meeting the daily needs of the customers, executive jobs are focused on finding ways to get the information required building a more successful business and organization. However, in many small businesses, there are few employees and sometimes even no employees, leaving the small business owner to try to multitask-to manage the business on a daily basis and formulate plans for expansion and future growth while also making critical decisions every minute.
Small business owners often get so busy that they make a very costly-and sometimes fatal-business mistake. They fail to communicate with their customers or clients. They forget who they are in business to serve.
It sounds almost ridiculous, but it's true. Often small business owners are so caught up in all of the hustle and bustle of running their business every minute of every day that they forget to communicate with their customers or clients to see what they think, want, or need. But those customers and clients will determine the future success of the business. So it is critically important that the executive branch of your business-even if it is the same as the custodial branch in the particular case of your business-communicates with and listens to the people the business exists to serve.
On a day-to-day basis, depending upon how ''hands on'' your business is, you probably have conversations with and get feedback from your customers or clients every day. But chances are there are also lots of customers or clients who won't speak up about a concern or a suggestion they have on their own. Or they sense that you are too busy to handle their concern or request.
That's why you must initiate effective communications! Many of these effective communication techniques are simple and require only a few minutes each day. Ask and remember names; and then address people by their names. Be personable and personal. Show that you care about each individual you encounter. Ask questions and really listen to the answers; then make changes based on what you learn.
Finally, one really easy way to improve communication with your customers and clients is to create a suggestion box. (This is also a great way to communicate with your employees if you have them!) Then be sure you really read and consider all the suggestions you receive and try to take action on each and every one in some way. Remember, your business exists to serve your clients! So communicate with your clients and adapt your business to meet their changing needs. This is the key to success and longevity in your small business.
