Communicatation within Small Businesses

The United Kingdom is renowned for its ethos of supporting the small business owner, from the greengrocer on the local high street to the solicitor on the corner. It is a nation replete with networks established for this very reason. Yet, given this structure, it is illuminating to find that small businesses quite often don’t help themselves when it comes to assuring fully functionality within budget and utilizing even some governmental measures put in place to aid them on their entrepreneurial path. Around half a million small businesses form each year and a large majority collapse, whether it be through poor planning (opening in the wrong location; pricing too high in a not overly salubrious area) or an unfortunate economic climate.

Customer-Based Focus and Practical Measures

Knowing what your clients want and expect is obviously crucial in becoming and remaining successful, but you’d be surprised how often the communicative line between provider and consumer is severed inadvertently by a simple communication (a void; a silent nothingness; a white noise static pause desperate to be filled). It has been said that markets are conversations. Therefore, converse and show that you care about what your clients really want, and aren’t just in business to put pounds in your pockets.

Then there’s the practicalities, the logistics of the company, and the maintenance of your unique place amid your competitors. Of course, this includes observing stock and quality control, using the right shipping methods and providers like Robopac if you have goods to ship out, and playing spy and keeping an eye on changes in your company’s area of the market. However, there’s also – and here’s the key – the follow-up with your customers which must be undertaken. That pesky word “communication”, again. If they feel valued, customers return again and again; if they don’t, they’ll just bargain hunt at that large corporate model’s website and have what they wanted shipped overnight for free (with a sign-up fee and a generic gratitude email thanking them for their custom). It might not seem very British, but that’s how it goes.

Technology as Tool and Being the Boss

Speaking of emails: is your company technologically well-versed and operating on the same level online as your competitors? If it’s not, do something about it now. As technology advances at a faster pace than ever before, these digital systems are becoming more complex and finer tuned, so if you’re only implementing these necessary tools now, at this juncture, then perhaps employ an external implementer and trainer for the task. It’s a substantial though critical financial outlay and needs to be done right. Further, though it probably grates, re-evaluate your role as owner and assess whether you have fallen into poor leadership habits. Often, if a small business is struggling, that lack of communication between client and company has originated in the catalyst of poor communication between boss and employee(s). It’s not a blame game, but responsibility will ever fall on the shoulders of the owner.