In the mid 1900's Dale
Carnegie said people buy from people they know and trust, imagine what that
entailed way back before social media and today's technology. The getting to
know aspect of a business relationship is much easier in today's world as
Facebook, Twitter and other social media platforms create that warm call
environment when seller and prospect finally meet belly to belly.
It is the trust aspect that
is crucial to creating a potential life time satisfied customer.
In 1954 Ray Kroc embarked
upon building a small business that would revolutionize the way business
operated. He understood that by implementing systems for operation that he
could ensure a predictable and consistent outcome for the customer every time.
Through this approach McDonald's has become the biggest and most successful of
any small business franchise in the world.
This consistent outcome is
what builds the trust, i have been in this scenario myself when visiting a new
city and pondering where to eat. It wasn't really about the food to me but more
that i trusted the outcome to be the same as i had previously experienced and
didn't have time to explore other places.
So how do i employ systems
in my business to create a similar consistent experience for my clients?
I started with the
administrative requirements of my business, including all of my forms used for
taking contact information through to creating a work order to how delivery is
made. I took a little time to envision each step to create the process from
start to finish. The forms i created are unique to my business and are like
gold to me, through repetition they have become the back bone of my business.
In busy times these forms or my systems take over, i fill them out of course
but the system creates a streamline process rather than absolute chaos that
would ensue without them.
The end result is a
consistent business outcome for me, this will reflect upon your results to your
customers too. Through the same experience each time, from answering the phone
to taking the orders and delivery, the customer knows what to expect each time
and will trust the outcome making them feel satisfied, warm and fuzzy...just
what we want.
The manufacturing or
production aspect of my business is similar, i have forms for presenting proofs
through to deliverables. My business is graphic and digital design and will
require a different approach to some but some things remain constant. I will
never send substandard results to a client, by keeping records with copious
notes i ensure consistent results. This is important in my business to maintain
a consistent brand through all of my customer’s projects.
When i was younger i worked
in a large sign making facility which inspired me in many ways. They had so
many systems and procedures i thought it was overboard, but after a brief time
i saw the flow of work and smooth transition of projects through the place was
amazing. In particular they employed a flow chart that travelled around with
each project from department to department. These flow charts had the
specifications for each job listed in details on them. After each employee
completed his or her assigned task they were asked to sign or initial the form,
then have a co-worker check it over and sign it also.
Some took this as a shot to
their pride but it dramatically reduced spoilage and more importantly errors
were caught and rectified before the client got their signs. This system worked
to get the job done right the first time to a satisfied customer time and again
building the trust we need in our business, i have taken those ideals with me
and to this day tweak the procedures and systems as my small business grows.
I have been in the graphic
and digital design industry for over 25 years at a technician level, starting a
new small business was a tough transition. I have learned... and would suggest
as you move forward to remember not to spend all your time working
"in" your business...save time to also work "on" your
business.
Best regards,
Michael Whenham
Backbone Advertising
mwhenham@backboneadvertising.com
