The Failure To Communicate
Communication is often underrated by businesses. Too often we assume others understand much more about our business than they really do. The first target for improved communication is your team – the people who will be working with you every day to serve the people keeping you in business. Ever notice how many customers ask for the owner when they shop a small business? Ever notice how employees depend on the owner for answers to common questions? That’s because there is a lack of communication in that business. The owner knows the way they want the business conducted- in fact they are very good at doing it. But they haven’t defined it for the team.
They haven’t defined the values and ethics of the business. They haven’t defined a clear reason that business is different from the competition- what value they truly offer clients. They haven’t created a document which records the policies and procedures necessary for making the business mission a reality. Yes, it exists, but it is kept a secret by the owner-the same owner who can’t understand why the team can’t do things correctly.
Communication is often underrated by businesses. Too often we assume team members and clients understand much more about our business than they really do.
Poor communication also occurs with customers. As business owners, we know why others should shop with us. Because we know, we think it’s clear to the public. Often times it’s not. This is exactly what building a brand means. Your message to the customer should be one thing- what you do better than anyone else. If you can define that one thing and you can communicate it clearly and consistently, you will be one of the few small businesses communicating effectively with potential customers.
It’s critical to create a clear understanding of why your business exists. Your team must understand how to carry out this unique value you offer so that your customers receive the experience which separates you from the competition. There is only one way to do this- communicate, communicate, communicate.