A model to navigate these uncertain times...(a Series: 3 of 5 - Customers)

Many SME business owners are 'busy' looking after everything from tea, to customer and everything operational in their business. No matter the size of the organisation. Eventually the business will stop growing as there will only be a certain amount of hours. That's possible at the start of the business and as it grows the role of the owner begins to change; to that of a leader. A business owner can learn the skills to become an effective leader, and set standards and measurements by which the customers need to be looked after.

As a leader the business requires the team to look after the customers in a way that represents the values in the business. The leader's role is to -

• bring in the right people, at the right time, in the right place who understand customer requirements
• ensuring that each team member understands and consistently applies the expectations set for the customers
• participating in the growth of customer retention via team training, reviews and coaching
• developing business growth opportunities and managing expectations of profits
• driving the future stages of the business by planning, reviews and pivots.

The team is regularly trained so as to focus and empower them on the customer journey. Each customer is considered as a real person. Although many business owners say this is easier said than done, many are doing it and have great success in their business .

Your team will flourish under a leader who provides the tools to help in their best communication style. I use a simple to apply communication tool called DISC and this helps the team enjoy each others communication style and they are then not scripted. Instead they come across as their natural selves and at the same time represent the business well as well.

To summarise, the leader/owner supports their team who in turn supports the customers applying the value systems agreed by the leader. The customers support the business by repeat purchases and referrals, this then supports the growth of the business which supports the owner/s.

Effectively creating a cycle of - Owner > Team > Customers > Business > Owner. Can you see your business growing to support your team, customers and you?

Trusha Lakhani