Communication Within a Small Business - Avoid Conflict in the Workplace

I met with a client this morning and conflict within the office is getting closer. While both parties are aware that the conflict is getting closer, neither has taken the necessary steps to avoid the conflict. As I discussed this with one of them, it is clear that it is communication between them that is one culprit. This is the case in many business situations. Here are a few action steps to take to avoid conflict in the workplace:

1. Be transparent. If there are issues, address them head on and move forward. This is difficult for many who, by nature, would rather avoid conflict until their dying day rather than confront an issue. These are the people who have a tendency tell you that things are great especially when things are going badly and you are part of the issue.

2. Be an active listener. At the end of the day who is right or wrong does not matter as much as finding a path toward a solution and working toward it. When someone in the workplace addresses an issue where you are part of the problem, the first reaction is to defend yourself. Don't do it. Listen. If there is a person who needs to take the time to talk with you, give them the courtesy of listening to all they have to say. If there are other issues, discuss them in a positive manner at another time. Listen first.

3. Be professional. Realize that most people are addressing issues to do what is best for the business. Very few are out to sabotage their own livelihood.

4. Look to the future. It is difficult during a tense conversation to look toward a solution rather than back to why there is an issue. State the issue. Implement a plan to move forward. Follow the plan.

Small Business Leadership - Are you Serving or Being Served?

I saw a cartoon the other day of the typical corporate structure. You can see it to the right.

Most small businesses function within the structure of a similar pyramid. Those organizations that get it right, however, are actually upside-down. This places company leadership at the bottom of the tree rather than the top. Given the example above, this seems a poor choice. Most nonprofit organizations place leaders within their organization who will work for the employees and not the other way around. As with many of the nonprofit tactics discussed here, this seems counterintuitive at first. As you will see, however, there is a method to the madness.

In the above example, the birds on the bottom branch are the ones carrying the majority of the workload (i.e. getting crapped on). Using the model of a healthy non-profit, the role of organizational leaders is to invert conventional leadership and become a servant to those who work for him/her.

What would a business look like that has a leader who takes the mentality that (s)he goes to work primarily to serve those whom (s)he employs? Obviously while working within the framework of the mission. In this new way of thinking about business, our leader (and interestingly enough, all who work under him/her) serve to help out those whom (s)he serves. Please understand, I am not talking about a touchy feely place where everyone comes to work just to get the warm fuzzies. I am talking about a style of leadership that allows employees to maximize their personal potential through leadership that allows them to be a part of solving problems. In short, the business leaders work for their employees, are responsible for their well being, and will do whatever is necessary to simultaneously give them the freedom to do their jobs and function as an asset for each individual within his/her company.

Here is what this might look like. Leaders work through day to day issues to ensure that the goals for each project are met. Meeting the goals is the key. If this is lip service, and nothing really happens, employess becomes bitter and complain about their new “responsibilities” for no pay. Soon they are in front of their “all talk no action” CEO demanding a raise. If, however, the plan that is put in place is acted upon, employees (even with added responsibility) take added ownership and new pride in their position. What if the same were true for a receptionist, and then for a sales staff, and then for…… you choose the title. A business that has employees that take ownership and pride in their positions would be a great company to work for.

So what does this have to do with marketing? This is supposed to be a blog about marketing! The answer is surprisingly simple. Using a model of service by the top people in a company creates ownership and pride as mentioned before. Ownership and pride foster an environment where everyone wants to go above and beyond to make the business better. This is at the heart of marketing. As those who work within the business take pride and ownership in their company, they ensure that all who come in contact with it know how great a business it is. All the advertising dollars in the world cannot buy that level of good will.


So – do you lead as a servant?

A Marketing Model for Small Business to Copy

So how does a small business, with no money for advertising, let people know that their service/product is better than all the rest? The best answer is to find a model that is successful selling themselves, and then copy what they do. Part of the problem is that most people who are great at selling themselves cost money to copy. Fortunately, there are thousands of nonprofit organizations who are getting the word out about their mission everyday. Each of these nonprofit businesses has to raise money in order to fulfill their missions. Each of these nonprofit businesses has to market themselves in order find those people who believe enough in the same mission to give them money. If you want to find the best marketers in the world, look no further than your local nonprofits. There are professionals employed by many of these organizations who spend their entire careers marketing the heck out of an ideal, and finding people to give them money to do it. I happen to be one of them.

In the nonprofit world, marketing is known simply as development. Development is everything that happens within a nonprofit organization that intentionally promotes its mission. The good news for small business owners looking to market themselves is that most nonprofits have no money for marketing. If you want to market your small business, there are a number of tactics, used by nonprofits, to Market on a Shoestring.

How Many People in Your Business Are Marketing?

The short answer is EVERYBODY. From the owner of the company to the person who changes the paper towels, everybody in your company does marketing.

The real question is, does everybody in your business do marketing properly?

What separates a theme park like Disney World from everyone else? Everyone there is trained from day one that their job is the most important job in the whole company, and that without the job that they do, some patron might not have the best day - ever . The streets are always clean. The vendors are always in a good mood. The characters will take pictures with anyone who asks. Each member of the TEAM goes out of their way to make memories. Different from everyone else. Positive.

When I walk into the door of a business I stop to see the receptionist. How many times have you walked into a business and met with a person at the reception desk having a bad day? They talk to foreheads. They are not really interested in what people want or why people are there. They are drain on your whole company. More importantly, they are a drain on anyone who walks in the door. Who is the ONE person that everyone who comes into your company HAS to deal with. This is a great opportunity to market your business. What if the opposite were true? What if every time someone came into your business, they were met with a sincere smile and welcome. What if the person behind the desk actually stood up and gave a firm handshake as they offer a sincere smile and welcome? What then? What if after a pleasant greeting anyone visiting your business was offered coffee or a cold beverage? The answer is simple, your business is set apart. Different from everyone else. Positive.

Does everyone in your business intentionally manage the time of others well? When going to meetings outside the office, do they arrive a few minutes early to each appointment, and stay only as long as they said they would (especially on a sales call)? Internally, do those in your business keep appointments waiting or do they insure that each individual that comes to your business feels as though the entire day were devoted just to them? Intentionality is the key component. It takes extra effort. Different from everyone else. Positive.

Does everyone in your business.......intentionally work as a team to set your business apart? Different from everyone else? Positive? This is one of the best (and yet cheapest) ways to market your business.

Networking for Dummies: Don't be THAT guy!

Do you ever get that feeling? You know the one. The Chamber of Commerce Breakfast is about to begin. I start fearing having to sit next to that guy. I look carefully around to see who is re-stacking their business cards. You know the guy. "Hey Bud. My name is Shawn and I work with Company X. I see you're from St. Dominic HS. Who do you guys use to buy your widgets?" Then, before you can say no thank you he is talking loudly into his cell phone about being the king of the world. I hate that guy. Why the hard sell before breakfast? I haven't even poured my orange juice and you want me to switch to your company? Don't be that guy.

A couple of tips for proper networking:

1. Good relationships get you good leads. Take the time to get to know people before you try to sell them stuff.

2. If you are at a social function, keep it social. Time and place. These two important things will make a big difference promoting your company. Do business in a business setting. Be social in a social setting. Turn off your inner sales person.

3. Turn off your cell phone. This is a common sense thing. If you are someplace to network, you do not need to be focusing on anything else. You may lose a great lead just to find out that your cousin hit a homer in last nights slow pitch softball semi-final.

4. Plug in. If you market through your local Chamber, Rotary, Kiwanis or any other organization where you meet potential clients, help do the work. Sit on a committee. Speak at a luncheon. Volunteer at the golf tournament. Plug in. Get to know people while giving back to either a service organization or Chamber of Commerce. Your connections will build relationships which will turn into leads. See #1.

Does your website work for you?

"My website is just an on-line business card," a client said earlier this week. His hands were outstretched and he was exasperated. He had just spent $1,500 on a new web design. He was glad that it looked good and showed what his business offers to his visitors. He could get some new business from this site once they call to contact him. We spent some time talking about what he really wanted from his website. He was looking for his website to create sales and to help with day to day operations.

Here are two important questions to ask when looking at your current site:

1). Can a visitor easily purchase a product or service while on your site? You are in business to sell your product or service. Our client above wanted his customers to make a purchase and be able to schedule deliveries online. Your website should be part of your sales force. Make certain that there is a link to a landing page easily visible on your home page. A landing page should collect personal information and make it easy for people to buy your stuff. A landing page is an easy add-on for a small business who needs to Market on a Shoestring.

2). Can your website drive operations? Again using the client above; when customers can schedule a delivery on-line, that same site should also print out a daily delivery schedule. I have heard it said that anything a customer can do on-site they should be able to do on-line. Likewise, look to drive your day to day organization of operations through your website.

Take the time to think through your business. Your website should be working for you to make you more effective and more profitable.

So many blogs so little time

There are so many blogs. I would love to have time to read much of what is going on within my own niche of marketing. With that in mind, the thoughts that are posted here will be brief. Here you will find tid-bits of information about marketing small business and non-profit marketing (for I believe the principals are the same), quotes that I have found thought provoking and other items that may help those who follow along.

To begin this blog, it is appropriate to define what this thing called marketing is. This is my own definition, and will contain practical rather than academic advice.

First 3 things that Marketing is not:

1. Marketing is NOT a 2,000 piece mailing.

2. Marketing is NOT a flashy website.

3. Marketing is NOT making an insane number of phone calls.

Those who Market on a Shoestring know that Marketing is an intentional, patient process using a combination of the tools listed above with hundreds of other tools, within a comprehensive program, to send out a concise message over and over again.