I was having dinner with a couple of friends the other night in a new restaurant, and over the course of our time there we surveyed the space and commented to each other about things we saw within the operations and premises that maybe could use some improvements. Although this was just a matter of our dinner conversation given the entrepreneurial nature of the three of us, we were essentially doing a Circle Check of the business and its space without setting out to do so.
The need for doing regular Circle Checks of your small business space was proven very clearly - even without formally undertaking or consciously intending to do so, we as customers were giving the space our own critical evaluation as an indication of the business' likely success. It is simply inherent human nature that people will examine their surroundings and make judgements or decisions based on what they see. As a business owner, you need to ensure that when visitors to your space do this, they get only a positive message about your business.
Your customers are doing their own, informal Circle Checks of your business space, so you better make sure you are doing them too to catch what they might find!
The Quiet Try-It Method
Twice in the last month I've come across 2 businesses using the 'quiet try-it' method of launching their business. Now, coming from a marketing background, I'm used to the 'go big or go home' approach with big grand openings and big media announcements. So at first I wasn't totally into the idea of the quiet approach, but I'm always up for something new, and was happily surprised.
The first business was a very unique service offering in Kingston, a hair salon catering only to children. The quiet approach for them actually worked to drum up interest in this 'secret' new business with an invite only event. It got people murmuring about it all over town. And when the moment was right she then did a big grand opening.
The second business was a restuarant - a world where everything that can go wrong during a grand opening - DOES! By using the quiet method it gave them menu feedback, an opportunity to work out the kinks in the kitchen and create some revenue before the official launch.
This is like a pre-opening circle check, not just of the premise but of the actually service as well. Well Done!
The first business was a very unique service offering in Kingston, a hair salon catering only to children. The quiet approach for them actually worked to drum up interest in this 'secret' new business with an invite only event. It got people murmuring about it all over town. And when the moment was right she then did a big grand opening.
The second business was a restuarant - a world where everything that can go wrong during a grand opening - DOES! By using the quiet method it gave them menu feedback, an opportunity to work out the kinks in the kitchen and create some revenue before the official launch.
This is like a pre-opening circle check, not just of the premise but of the actually service as well. Well Done!
Timing is everything
On June 26th, there was a big grand opening gala event for a new business opening here in Kingston in an increasingly competitive market. The event was going to include appearances by local politicians and other celebrities.
News of this special event was spread through direct mail pieces delivered by hand through Canada Post. Problem was....I received my "invitation" on June 27th.....and my sister had hers delivered to her home on June 28th.
All the money that went into the planning, design and printing of these glossy, full colour pieces was all wasted for at least two areas of the city by the delivery not happening until after the event took place. How much confidence would you have then in this business being able to properly meet your needs if they can't even coordinate such an important piece of information properly? Is your small business avoiding the same negative impression to potential customers in the way it communicates to them?
News of this special event was spread through direct mail pieces delivered by hand through Canada Post. Problem was....I received my "invitation" on June 27th.....and my sister had hers delivered to her home on June 28th.
All the money that went into the planning, design and printing of these glossy, full colour pieces was all wasted for at least two areas of the city by the delivery not happening until after the event took place. How much confidence would you have then in this business being able to properly meet your needs if they can't even coordinate such an important piece of information properly? Is your small business avoiding the same negative impression to potential customers in the way it communicates to them?
Well, another milestone down! We are so excited that our website is now officially launched - www.truckermanagement.com. It provides a detailed overview of the book, some of our training seminar and keynote descriptions and more information about us. Soon you will also be able to pre-order copies of the book through the site as well. Thanks to the team at Inter Kingston for their expertise in getting the site finished.
We also started our "world tour" last week in Brantford, Ontario. We have World Tour t-shirts highlighting the cities we'll be visiting during our international book launch and training tour that you can buy too! We're still looking for more cities to add to the tour, so any help you can provide, we'll gladly take you up on it.
The book is finally off to the publisher too - so it's been a crazy few months - but we've hit the road at full speed and are gearing up for the official launch in early September. The next stop on the World Tour is Atlanta at the end of July.
Lastly, remember that we frequently update our small business blog with short tips and tricks for small business - so visit it often http://igniteyoursmallbiz.blogspot.com. So we'll keep you posted as the time draws closer, but look for official book launch events in the fall!
Lindsey Fair and Matt Hutcheon
We also started our "world tour" last week in Brantford, Ontario. We have World Tour t-shirts highlighting the cities we'll be visiting during our international book launch and training tour that you can buy too! We're still looking for more cities to add to the tour, so any help you can provide, we'll gladly take you up on it.
The book is finally off to the publisher too - so it's been a crazy few months - but we've hit the road at full speed and are gearing up for the official launch in early September. The next stop on the World Tour is Atlanta at the end of July.
Lastly, remember that we frequently update our small business blog with short tips and tricks for small business - so visit it often http://igniteyoursmallbiz.blogspot.com. So we'll keep you posted as the time draws closer, but look for official book launch events in the fall!
Lindsey Fair and Matt Hutcheon
Policing Your First Impressions
I would never have thought that as I was being given my $300 ticket by the police officer yesterday morning on the side of the highway, that the polite, respectful manner in which he addressed me, and the time he took to explain clearly my options, would be the customer service highlight of my day.
When I arrived at my destination a few hours later, a hotel where I was to give a training session related to Trucker Management to a group of JCI members from across Ontario, I went to the front desk and said "You have a JCI Conference here this weekend?", expecting that the clerk would provide me the name of the meeting room. Instead, I was answered with a shrug of the shoulders and a smirk that could only be interpreted as "I don't know." That's all. No "I'm not sure, let me check for you." Nothing.
Thankfully, a maintenance worker was closeby, and heard me ask, and as the desk clerk continued on with her other work without answering my question, he gave me the name of the room.
When a ticket-issuing police officer beats your business for the feeling of "welcome" someone enjoys, you have some work to do! Make sure to properly police the first impressions your staff are giving your visitors.
When I arrived at my destination a few hours later, a hotel where I was to give a training session related to Trucker Management to a group of JCI members from across Ontario, I went to the front desk and said "You have a JCI Conference here this weekend?", expecting that the clerk would provide me the name of the meeting room. Instead, I was answered with a shrug of the shoulders and a smirk that could only be interpreted as "I don't know." That's all. No "I'm not sure, let me check for you." Nothing.
Thankfully, a maintenance worker was closeby, and heard me ask, and as the desk clerk continued on with her other work without answering my question, he gave me the name of the room.
When a ticket-issuing police officer beats your business for the feeling of "welcome" someone enjoys, you have some work to do! Make sure to properly police the first impressions your staff are giving your visitors.
Battery failure!
One of our previous posts was about your small business "battery", or your contingencies you have in place to fall back on when "normal" things fail.
I saw firsthand a perfect example of a battery failing at one of my clients' the other day. They had a problem with their credit card processing terminal one evening, and had about 8 or 9 charges that they had to take manually. When they attempted to run them through the next day once the terminal was working, they found out that two didn't have all the information they needed. The staff had neglected to take down the final four numbers of the card in one instance, and the expiry date in the other.
So, as a result of this business not having it's "battery" properly charged by way of their staff all being properly trained on how to take down a manual credit card charge, this business was out $134!
Not only do you have to have the back-up plan in place (ie. take card info manually when the terminal goes down), but your staff all need to be properly trained in how to use it!
I saw firsthand a perfect example of a battery failing at one of my clients' the other day. They had a problem with their credit card processing terminal one evening, and had about 8 or 9 charges that they had to take manually. When they attempted to run them through the next day once the terminal was working, they found out that two didn't have all the information they needed. The staff had neglected to take down the final four numbers of the card in one instance, and the expiry date in the other.
So, as a result of this business not having it's "battery" properly charged by way of their staff all being properly trained on how to take down a manual credit card charge, this business was out $134!
Not only do you have to have the back-up plan in place (ie. take card info manually when the terminal goes down), but your staff all need to be properly trained in how to use it!
In your customers' hands
We've all likely seen ads, listings or flyers in hotel rooms for nearby order-in food places, but when I checked into the Clarion Suites in Scranton, PA recently, I saw this kind of marketing stepped up another level. The paper sleeve in which I was handed my room key had printed on the back two special offers from Domino's Pizza for hotel guests, the phone number and hours of delivery. Much more effective than simply a flyer in the desk drawer, or a listing in the guest services directory that I might never see - they got right into my hands so that I had no choice but to notice!
What ways can your business jump out that little bit further ahead of your competition, and get right into the hands of your customers?
What ways can your business jump out that little bit further ahead of your competition, and get right into the hands of your customers?
Battery Power - your small business contingencies
One of the things that smart entrepreneurs will do is create and constantly monitor their "back-up" systems. Just like a trucker has their battery as a back-up to potentially keep their cab heated and emergency lights on if they have a breakdown on a deserted piece of highway, small business owners need to have their own contingencies in place for when they have a "breakdown".
The other day I experienced a properly charged "battery" in action. The automatic ticket printing machine in the municipal parking garage I was entering was not working. At the peak of morning traffic on a busy downtown intersection, this could have been a messy situation with people unable to enter the lot and clear the street. However, the battery was fully charged, and the situation was handled without problem. The staff person in the booth simply handed me a handwritten ticket with the time of my entrance on it, and when I left much later in the day, the new staff person processed this ticket without hesitation or trouble. Pretty impressive for a municpal government operation!
Is your small business battery charged up just as well?
The other day I experienced a properly charged "battery" in action. The automatic ticket printing machine in the municipal parking garage I was entering was not working. At the peak of morning traffic on a busy downtown intersection, this could have been a messy situation with people unable to enter the lot and clear the street. However, the battery was fully charged, and the situation was handled without problem. The staff person in the booth simply handed me a handwritten ticket with the time of my entrance on it, and when I left much later in the day, the new staff person processed this ticket without hesitation or trouble. Pretty impressive for a municpal government operation!
Is your small business battery charged up just as well?
Being "Exceptional" for free
In Trucker Management, we talk about the difference between simply doing the "basics" in your business, or being "exceptional". I ran across a couple of examples of businesses being exceptional recently, which show how you can do so without it costing your business any more money.
Firstly, 21 Degrees, the company who services my furnace and air conditioning unit in my house, have a great way of answering the phone. Instead of the expected "21 Degrees, can I help you?", they answer with something along the lines of "It's a great day here at 21 Degrees. How can I make you smile today?" Something that costs absolutely no more than employees giving the "standard" greeting, but so much more effective. Every time I call them, it makes me smile just hearing them say that.
Secondly, the Waring House is a restaurant, conference centre and cookery school in Prince Edward County, west of Kingston. They are in a rural area and so have a septic bed with which they need to be careful of what waste ends up in there. In the washrooms, instead of a harshly worded warning in bold letters about what NOT to put down the toilet, instead there is a nicely decorated sign that says something like "Welcome to the country! The Waring House is serviced by a septic bed which means that only the one-ply biodegradable toilet paper provided and natural waste can pass through the toilet. Please ensure all other materials are discarded in the trash can." Instead of a stern warning, you receive a welcome, and an explanation.
What ways can you find in your business to be "exceptional", without costing any more money than being "basic" costs?
Firstly, 21 Degrees, the company who services my furnace and air conditioning unit in my house, have a great way of answering the phone. Instead of the expected "21 Degrees, can I help you?", they answer with something along the lines of "It's a great day here at 21 Degrees. How can I make you smile today?" Something that costs absolutely no more than employees giving the "standard" greeting, but so much more effective. Every time I call them, it makes me smile just hearing them say that.
Secondly, the Waring House is a restaurant, conference centre and cookery school in Prince Edward County, west of Kingston. They are in a rural area and so have a septic bed with which they need to be careful of what waste ends up in there. In the washrooms, instead of a harshly worded warning in bold letters about what NOT to put down the toilet, instead there is a nicely decorated sign that says something like "Welcome to the country! The Waring House is serviced by a septic bed which means that only the one-ply biodegradable toilet paper provided and natural waste can pass through the toilet. Please ensure all other materials are discarded in the trash can." Instead of a stern warning, you receive a welcome, and an explanation.
What ways can you find in your business to be "exceptional", without costing any more money than being "basic" costs?
Update on Trucker Management
Things continue to progress towards the printing of our book, Trucker Management. Looks like end of June or early July, and we'll be sure to keep you posted.
We are also already working on securing dates for our "World Tour" to promote the book and offer interactive and innovative training sessions related to the book content. We already know we'll be in the Brantford/St. Catharines area in mid-June, Atlanta in late July, Manitoba and Alberta in September, and hopefully the Maritimes in October before heading to Turkey in November, with other dates and locations to be announced so keep checking in here!
For all of you who have already begin to help us find partnering organizations in each location, THANK YOU! And if you'd like to help us set our sessions up in your neck of the woods, please let us know.
Please watch this space over the coming weeks for more frequent posts, more ideas and thoughts related to small business and entrepreneurship, as well as some more hints and sneak peeks at our book content!
We are also already working on securing dates for our "World Tour" to promote the book and offer interactive and innovative training sessions related to the book content. We already know we'll be in the Brantford/St. Catharines area in mid-June, Atlanta in late July, Manitoba and Alberta in September, and hopefully the Maritimes in October before heading to Turkey in November, with other dates and locations to be announced so keep checking in here!
For all of you who have already begin to help us find partnering organizations in each location, THANK YOU! And if you'd like to help us set our sessions up in your neck of the woods, please let us know.
Please watch this space over the coming weeks for more frequent posts, more ideas and thoughts related to small business and entrepreneurship, as well as some more hints and sneak peeks at our book content!
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