Little Things that Make a Big Difference in a Small Business

Having had the opportunity to lead organisations focused on entrepreneurship, rooting and rallying support for small businesses has always been at the centre of my work.

The journey of an entrepreneur is an unpredictable one – satisfying and sometimes joyless. The big issues that create obstacles and impede the growth of their businesses such as inadequate power, security and high cost of goods, have inspired many conversations and debates on how to solve them.

However, regardless of these big issues, small business owners must consistently look to focusing and improving on the little things that they can control; the things that they can influence, the things that do not require government intervention that can improve their internal operations and keep them operative. It is not a guarantee for success; however, it can make a big difference.

Many small business owners are equipped with the technical know-how and entrepreneurial knowledge to run their businesses. One aspect the small business owner requires no government intervention is satisfying the customer, who is the lifeline of the business, and whose patronage can ensure growth and stability.

 Whether or not the small business owners can afford to hire staff, the following are points for reflection on how internal operations may affect customers and business sustainability.

 Long drawn bottlenecks: Technology has enabled small businesses to work faster and more efficiently. With adequate technology, customers can receive quick responses or information to their queries or requests. For instance with the Internet and email technology, customers queries should not take two to three days to get a response, or invoices to a potential client for consignments. Or when a purchase is made, e-receipts can be given, which customers can get instantly such as Neo Café, the expanding coffee shop, in Lagos. When a small business creates layers and layers of processes for customers to hurdle to get products or answers, they raise barriers between them and the customers, which can be prevented with simpler processes.

Quality customer service: Customer service is an experiential process. For it to succeed, small business owners have to consistently live by example. It’s clearly a case of “first impressions”. There are true examples of small businesses that render good quality service. Take for instance, when I made a complaint to  Green Grill House about a salad I ordered, they not only replaced my order, but sent an apology through Instagram, which pleased me. A small business owner can offer quality service. For the staff members, he/she can demonstrate how to go the extra mile for a customer. It’s a learning curve, but in the long run, they will come to understand that the contributions of customers are tied to the sustainability of the business.

Creatively solving problems: When customers encounter problems with your product or services, they expect to get solutions from your business. Some Nigerian businesses do not offer a take-back policy, or warranty after purchase; the cost of a replacement may affect their bottom line. But small business owners must learn to offer alternative solutions to help clients, otherwise, customers may likely move on to another business they perceive can solve their problems, even if at a higher premium.

Issuing receipts: Without receipts, how do small business owners keep account of their sales of products or services sold? How do you check that they’ve made a profit? I learnt of a story of a lady who visited a small gym to sign up. She was informed by the staff in charge that she could only pay with cash, and that there was no POS nor could she transfer the money to the bank account of the gym. After she made payment, she was given an A4-size paper as a receipt without the company logo. Business owners must check to prevent fraud and managerial inefficiencies that can jeopardize their businesses. 

This is not an exhaustive list. Small businesses are constrained by the many problems that they face on a daily bases; however, businesses will not exist if small details that can hinder profits are not curbed, and that includes making customers happy.

photo credit.