It is that time of year again. Small businesses need to take stock, reevaluate and focus on the new year. Many small business owners fail to do this, and end up in a trap of repeating the same mistakes of the past. Continued evaluation and self assessment is critical for maintaining momentum and staying ahead of competition. I learned the power of getting back to basics when I was in sales operations for a large automotive repair franchise. I was surprised how quickly owners and sales managers strayed away from the formula they had bought into, and the process that had made the organization successful in the first place. My job was to reinforce the basics and get the businesses back on track. After some deep soul searching, a thorough P and L analysis, and some coaching, most bought into applying the basics to get back on track.
Keep in mind many of the owners have run the business for over twenty years. They have been extremely successful and knew the business better than anyone. After hundreds of site visits here are some of the common themes and patterns I observed. This information relates to franchisees but is applicable to any small business.
Operations Basics Lost
- Forgetting what you learned and had to go through in order to get to where you are today. Sharing your knowledge with your associates is critical!
- Leaving employees to fend for themselves. Not backing up or reinforcing the training provided by the corporate team or your methods.
- Thinking you are good trainers just because you know the subject. Practice with your people and give them in the moment training and feedback.
- Not using the OPS Manual as their training text, teaching from notes or experience that never make it to the OPS Manual, and ending up with “creative”manuals or process.
- Supporting bad habits by not using the proper structure in front of employees.
- Seeing employees requests for support as a bother. It can be frustrating at times. Resist the urge and take a moment. It takes a lot of will to ask for help.
Marketing Basics Lost
- Losing site of how hard it is to generate new business. Be the face of your business or find someone who is as passionate as you to represent it.
- Wishing you had the money for that huge national/ local campaign. Great content, a simple email campaign, or a customer loyalty offer goes a long way.
- Disparaging competition. Resist the urge. You know you are better than the other guy. Let your product/ service do the talking.
- Thinking you can manage a marketing campaign yourself. Stick to what your do best, focus on the customer when they come through the door.
- Being creative with the Brand. Brand consistency is critical. Make sure you do not unintentionally damage the brand. Find a tool to help and use it. Communicate with consistent relevant content to become a trusted source and people will refer others to you.
The points above we just some of the observations I made over the time I was in operations. In running some of the businesses, I made the same mistakes myself. Now I know NONE of you fall into this trap. I invite you as a leader to ask yourself the question. Maybe one the bullet points above may strike a chord? I challenge you to focus on that, or a few of the bullets to change yourself and your business for the better! If you are looking for a fantastic easy read to refocus your efforts, I highly recommend The E-Myth by Michael Gerber. It is an easy read and will reinvigorate your passion for the business. Thanks for taking the time to read. The team at Flashissue wish you a very prosperous new year.
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