Let's Get Small!

More than ever big business is trying to act like small business. The small business owner has the advantage over the big box boys when it comes to micro-markets and as technology allows us and fragmented media forces us into ever small niches… the little guy is his own best weapon. And the big guys know it.

So, Big Guy, what are you going to do?

Survey

First, in typical big business fashion, you must survey your customers to find out how they feel about doing business with you. Don’t settle for the usual “rate our customer service” question. Ask what you could do to make doing business with you even better. And while you are at it, ask questions that reveal customer migration patterns. If you could know, (and you can), which customer is about to leave you for the competition you’d probably be making changes in a big way. (See When Customers Talk, Dearborn 2005 for more about migration.)

Walk around the counter.

One advantage of the small business owner is the ability to walk around the other side of the counter, shake hands with the customer and say in true Ed Koch style, “How am I doing?”

More big business operations chiefs should be out amongst them… shaking hands on the other side of the counter.

A client of mine recently paid several million bucks to a consultant to tell them that their employees weren’t engaging the customers. They need less time in the puzzle palace and more time wearing out shoe leather.

Build MicroBrands

Many of you know that Melanie and I own a sports-themed restaurant. We operate on the theory that a customer would rather meet a dumb owner than a sharp manager. We spend most of our time at the restaurant loving on our guests.

Smart big business helps their managers build strong personal brands so when they shake hands on the other side of the counter it will have some of the impact of dealing with a true stakeholder.


Truly the path to getting big is to get small!