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?
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!
Ok, so the book is behind schedule...
Well this will probably come to less of a shock for most of you than it did for Matty and I - but our book is a little behind schedule. We are now looking at a June launch instead of May. So if you're one of city tour organizers, please consider some June dates instead.
Moments like this remind us that no matter how much you plan, no matter how many hours you put in, and no matter what business you're in - things change. A small business' business plan is always evolving from the moment it is written, and always make sure to have those contigency plans included!
We'll keep you posted.
Moments like this remind us that no matter how much you plan, no matter how many hours you put in, and no matter what business you're in - things change. A small business' business plan is always evolving from the moment it is written, and always make sure to have those contigency plans included!
We'll keep you posted.
First Impressions
Recently around Kingston I saw examples of both great and poor first impressions that small businesses offered to anyone who happened to come across them.
First, the poor one. I saw a driver's ed car, complete with full company logos, roof sign, etc., driving around town, with a student inside on a lesson, with a badly DENTED DOOR. My first impression of this company in its ability to teach proper driving to its students was, obviously, not a good one! If I had kids, I'd be making a mental note NOT to take them to that company for their drivers ed!
The second one, which I thought showed the company was paying proper attention to its potential customers, was Source for Sports in downtown Kingston. Their large front windows were full of flyers showcasing various promotions, and in order to make them easier to see, they had put large sheets of white paper behind them on all of the windows. This made it much easier to read the information on them, so that their energy and money invested in these promotional efforts weren't wasted from them being too hard to read. But, more importantly to me, it showed me that this was a business "paying attention" to how it does business. They are aware enough of the circumstances and physical enviornment through which passersby will view the windows, that they knew those window items would be hard to see unless they had a background behind them.
In "Trucker Management", we talk about this idea of "paying attention" in your business, ensuring you take the time to view your premises as others will view them, so that you can anticipate needs like this. Doing so will show people at a glance that you are attentive to all aspects of your small business, and therefore they will be more eager to do business with you, believing you can properly care for their needs as customers.
Which of these two would you want your first impression to be like?
First, the poor one. I saw a driver's ed car, complete with full company logos, roof sign, etc., driving around town, with a student inside on a lesson, with a badly DENTED DOOR. My first impression of this company in its ability to teach proper driving to its students was, obviously, not a good one! If I had kids, I'd be making a mental note NOT to take them to that company for their drivers ed!
The second one, which I thought showed the company was paying proper attention to its potential customers, was Source for Sports in downtown Kingston. Their large front windows were full of flyers showcasing various promotions, and in order to make them easier to see, they had put large sheets of white paper behind them on all of the windows. This made it much easier to read the information on them, so that their energy and money invested in these promotional efforts weren't wasted from them being too hard to read. But, more importantly to me, it showed me that this was a business "paying attention" to how it does business. They are aware enough of the circumstances and physical enviornment through which passersby will view the windows, that they knew those window items would be hard to see unless they had a background behind them.
In "Trucker Management", we talk about this idea of "paying attention" in your business, ensuring you take the time to view your premises as others will view them, so that you can anticipate needs like this. Doing so will show people at a glance that you are attentive to all aspects of your small business, and therefore they will be more eager to do business with you, believing you can properly care for their needs as customers.
Which of these two would you want your first impression to be like?
It's Done - well, kind of!
The manuscript of the Trucker Management is printed and now in the hands of our content review panel members. They have two weeks to provide feedback before it goes to the editor.
A lot of late nights last week reminded me what it was like being an entrepreneur, but the warm fuzzy feeling I got this am when I opened the box of the completed manuscripts reminded me why I love being an entrepreneur!
A lot of late nights last week reminded me what it was like being an entrepreneur, but the warm fuzzy feeling I got this am when I opened the box of the completed manuscripts reminded me why I love being an entrepreneur!
Inspiration to perform - from shoes to cars!
We were fortunate last week to attend a keynote address by Krista Green, Founder and CEO of Organized for Life Canada (www.organizedforlife.ca), and Author of "Get Noticed, Be Remembered". She included a story about how a reporter once asked Michael Jordan about why he wore a brand new pair of Nike shoes for each game. Aside from the charitable benefits that arose from him autographing and donating each pair, she inquired about if he didn't still think that it was a bit of an excessive indulgence, or perhaps a bit of a "spoiled athlete" demand.
He replied that whenever he puts on a brand new pair of Nikes, they make him feel like he can run and jump faster and higher than anyone else. And so, when his livelihood is based on him out-running and out-jumping everyone else, why wouldn't he make sure he gets that rush of invincibility before every single time he gets called upon to work? His performance as an athlete shows that it worked!
What are your own pair of Nikes to help inspire you to optimum performance in your business each day? What gives you that rush and confidence to be your best? For me, I would have to say it is my car. When I leased this car a year ago, a brand new model with only 27 kms on it when I picked it up from the dealership, I indulged a bit and got the leather seats, sunroof, and "Z" model (I think that just means it goes faster) of the car I wanted. At the time, I certainly wasn't thinking about how it could help my performance in my business in the future - in fact, it was more the opposite. My rationale at the time was that I deserved this for what I had already done.
But what I have come to find out is that it gives me that same kind of boost of confidence and energy just like Jordan's shoes. I love the way my car looks, I love how it drives, and love what it says (at least what I think it says!) about me as a competent and successful business person in driving a brand new car with some of those little "extras". I get a little boost each and every time I get in and out of it. Here's to hoping you find your own pair of Nikes!
He replied that whenever he puts on a brand new pair of Nikes, they make him feel like he can run and jump faster and higher than anyone else. And so, when his livelihood is based on him out-running and out-jumping everyone else, why wouldn't he make sure he gets that rush of invincibility before every single time he gets called upon to work? His performance as an athlete shows that it worked!
What are your own pair of Nikes to help inspire you to optimum performance in your business each day? What gives you that rush and confidence to be your best? For me, I would have to say it is my car. When I leased this car a year ago, a brand new model with only 27 kms on it when I picked it up from the dealership, I indulged a bit and got the leather seats, sunroof, and "Z" model (I think that just means it goes faster) of the car I wanted. At the time, I certainly wasn't thinking about how it could help my performance in my business in the future - in fact, it was more the opposite. My rationale at the time was that I deserved this for what I had already done.
But what I have come to find out is that it gives me that same kind of boost of confidence and energy just like Jordan's shoes. I love the way my car looks, I love how it drives, and love what it says (at least what I think it says!) about me as a competent and successful business person in driving a brand new car with some of those little "extras". I get a little boost each and every time I get in and out of it. Here's to hoping you find your own pair of Nikes!
Word of Caution: 'Definitely' Circle Check Your Blog!
Well - you caught us! We didn't spellcheck one of our posts and we heard about it! We now have 22 people offering us editing services for our book. (Don't worry we've hired a professional team to edit and proofread the book so there won't be glaring mistakes like on the blog!) We should have heeded our own advice, it's a good lesson learned - CIRCLE CHECK YOUR BLOG ENTRIES!
The good news is that we know you read it! (Maybe that was our intention really). Thanks for the feedback, we've made the correction, and will be more careful in the future, so please stay tuned.
The good news is that we know you read it! (Maybe that was our intention really). Thanks for the feedback, we've made the correction, and will be more careful in the future, so please stay tuned.
Circle Check City Challenge
While we were in Toronto, Lindsey and I were in a small, independent bead shop on Queen St (called Arton Beads). (Lindsey for far more time than I!), and in my quick Circle Check of their space, I was impressed by the ways in which they made their relatively tiny space "exceptional" in a lot of ways.
Prices were very clearly marked on all items, specials and discounts were clearly communicated on signs throughout the store, and there were reminders to use your PST exemption and store rewards card for savings. For a non-beader like myself, the store appeared well organized so that items would be easy to find, even if it was a bit "institutional" or "functional" in its feel (in contrast to the more "inspiring" or "creative" decor of a competitor across the street - signs of the different markets they each pursue). The cash register in the back corner even had a sign over it that literally said "Yes, you can pay here."
That got me thinking about if this seemingly high quality of communication and "easiness" of doing business that their space offered to customers was the norm for small businesses in the hyper-competitive markets of a big city like Toronto as a "baseline" for the city, or was this business an exceptional anomaly? And, how would small businesses in other, perhaps less intensive competitive environments in smaller centres compare?
So, as a result, the Circle Check City Challenge has been born!
As we begin to travel to other cities more and more for our training sessions and in support of our book launch over the remainder of this year, we will be doing or own Circle Checks of random small businesses in different places, and posting our findings here. We are anxious to learn about how small businesses in different competitive environments are performing in designing and maintaining their physical space, and leveraging it for the maximum benefit in their businesses.
Stay tuned for the results!
Prices were very clearly marked on all items, specials and discounts were clearly communicated on signs throughout the store, and there were reminders to use your PST exemption and store rewards card for savings. For a non-beader like myself, the store appeared well organized so that items would be easy to find, even if it was a bit "institutional" or "functional" in its feel (in contrast to the more "inspiring" or "creative" decor of a competitor across the street - signs of the different markets they each pursue). The cash register in the back corner even had a sign over it that literally said "Yes, you can pay here."
That got me thinking about if this seemingly high quality of communication and "easiness" of doing business that their space offered to customers was the norm for small businesses in the hyper-competitive markets of a big city like Toronto as a "baseline" for the city, or was this business an exceptional anomaly? And, how would small businesses in other, perhaps less intensive competitive environments in smaller centres compare?
So, as a result, the Circle Check City Challenge has been born!
As we begin to travel to other cities more and more for our training sessions and in support of our book launch over the remainder of this year, we will be doing or own Circle Checks of random small businesses in different places, and posting our findings here. We are anxious to learn about how small businesses in different competitive environments are performing in designing and maintaining their physical space, and leveraging it for the maximum benefit in their businesses.
Stay tuned for the results!
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