As a business consultant I never thought I’d have to tell business owners to focus on their businesses but that is exactly what I find myself having to do these days. In our unique circumstances of today there are many challenges which may lead to forgetting to focus on what makes a business successful. If you want to be successful it typically comes down to a few simple things…create a product or service that is needed in the marketplace, make sure it is good quality and priced appropriately, advertise to the proper demographic and then provide the product or service with great customer service. Seems pretty simple right?
Nowadays many businesses are tempted to overcompensate for the health concerns assuming that will drive consumers to their business. If a business can demonstrate they are the most evolved in dealing with the health situation, customers will flock to them. Instead, concentrate on your most important key aspects that differentiate you in the marketplace and advertise them. If a consumer is concerned with your cleaning or health practices they will likely inquire and you will have the chance to reassure them of your health practices.
Additionally, there are pressures to enter into social discussions as a business or pick social sides – this is never a good idea. Again, if you make average pizza and give poor service but assume because you support a certain social cause it will drive business you will soon find any initial business you garner to be quickly fleeting. In your personal capacity you can certainly support any cause you like but keep it separate from your business. If your employees feel your social causes are more important than the core competencies of your business they will not take them seriously and your quality and service will quickly suffer resulting in loss of business.
So, get back to doing what you do best, wrap it in good customer service, price it right and then promote and promote and promote and you’ll be just fine.