As a small business owner who works with other small business owners, I'm uniquely aware of the myriad pieces that should all be working together in seamless harmony to succeed. Sometimes these elements are purposefully integrated as symbiotic elements of a business process; other times the purposes they serve are separate but complimentary, and so their functioning partnership is equally as important. When each is in its own unique evolutionary stage, it can be the difference between success and failure. Essentially, you're either up-to-date or you're out of luck.
Although my traditional focus is on technology — and there certainly has been a lot written about the need to keep your technology up-to-date — I believe this same philosophy applies to all aspects of a business.
From products to suppliers, from vendors to packaging, marketing and advertising to systems and technology, it isn't easy to find the right balance between core strengths, level of importance and a "set it and forget it" attitude.
How many times have we heard the stories of great companies that didn't keep up with the times and went out of business because of those consequences? It's more than just missing the boat on the growth of the computer for Brother Typewriter, or Netflix's capturing of streaming video that brought on Blockbuster's demise. For some companies it's often a more mundane reason that's out of step with reality, expectations or best practice.
Forcing Your Hand
I recently bought a book of business from a company that was leaving the business and that I had worked with in the past. I acquired 14 active mobile apps for businesses across the country and in three foreign countries, as well. It also included about 20 inactive apps that I felt confident I would be able to re-activate. I knew what my timeline was for breaking even and that most of the apps were built in an old platform. It wasn't until I did my due diligence that I discovered not only just how old they were but also the impact that had on their customers.
When I started downloading and launching some of the apps, I would get pop-ups telling me that "This app will slow down the functioning of this device. The developer of this app needs to update it to improve compatibility." As the new developer of record, that meant me.
At the same time, I was pitching to my new clients that if they would refresh the app and republish it they would have access to a whole host of new and improved features; a no-brainer to me but not always a convincing enough benefit to get their buy in. Now Apple was doing the job for me.
Apple has, in fact, taken it one step further and recently announced that at some point soon, they won't just prompt a message to encourage you to update your app, they will remove it from the App Store. Why are they doing that? It boils down to ensuring your experience with Apple products are the best and most consistent possible.
Best Experience Possible
For that same reason, you should make sure all your systems are up-to-date whether they're technology-based, operations, or marketing focused. How are you interacting with your clients, prospects and the market at large? Do people get a live person when they call in? A voice message? Or, a Siri-like AI response? How long before they get a return call if they leave a message?
When you send out your monthly or weekly newsletter email blast, is it packed full of information in 10-point text in two columns that require someone to stretch and scroll it to view on their phone? How many clicks on your website does it take for someone to request a quote? Or find information on the products you sell? Or find your phone number?
How frequently do you add new information? Are you blogging and posting on social media on a regular and consistent basis?
The answers to these questions help define your brand and the experience your customers have with you.
I've come to realize there are a few unwavering truths in business. First, always listen to your customers; their feedback and expectations will be a guiding beacon to steer you where you need to be. Second, at the same time, don't just bend with whatever wind is blowing the hardest at any given time. You do want to get that distracted and off course.
Finally, do something; standing still doesn't exist. The minute you stop moving forward, you begin to fall behind. Making no decision can often leave you worse off than making the wrong decision. In that vein, I've come to the realization I just don't have the time to continue contributing a monthly column and so have decided this will be my last one. I'm happy to say, it's due to the growth of my business and the need to maintain that focus. I hope I'll be able to contribute a column once in a while. I also hope you'll follow me at http://appsolutemarketing.com/blog/. Now that I'll have a little free time, my goal is to write more frequently, just like I've advised you over the years. It won't be every day, but it will be consistent.
I have changed banks on a couple of occasions because of the greater online capabilities the new bank offered that the old one didn't. They hadn't kept up with technology and consumer expectations and thus lost my business. Is there something you're not doing that could lose you clients?
© Touchpoint Markets, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to TMSalesOperations@arc-network.com. For more information visit Asset & Logo Licensing.