Today’s article is the first of many by my associate and sister, Susan Hamilton. As a copywriter from the Dallas, Texas area, she has a passion for helping the home-based business owner succeed in today’s economic climate.
Often home-based businesses in the service industry mistakenly assume they’re competing with larger companies, and neglect marketing to the consumer who is actually looking for them. These smaller companies should start a recovery effort for all the bruised and broken customers left after the larger companies discard them!
There’s a growing consensus in our economy that larger companies can’t seem to provide the reliable customer service they used to be known for, and those consumers left burned have no more money to just throw away. That won’t stop the need for emergency remodeling or large appliance purchase and installation, however, and if a window is broken, it will still need to be fixed. Today’s consumers are much more cautious. Who, then, gets the business?
When customers aren’t happy with a larger company’s performance, often they feel recourse is futile. To them, customer satisfaction is more about the survey, the raise, or employee bonuses based on numbers and little else. Anyone who has dealt with problem resolution companies such as One Source, used by Sears, knows exactly what it feels like to be left hanging between two associated larger companies that offer no real resolution at all.
Small businesses just can’t compete on the same level. When we lose a customer it hurts. If we sell defective, unserviceable merchandise, we know it will cost us greatly. Companies as large as Sears and One Source, on the other hand, can find alternate ways to charge their customers for services rendered on a defected item that shouldn’t have needed repair in the first place. A personal experience aside, that’s a gamble a smaller company wouldn’t necessarily make because a non-returning or dissatisfied customer is an expensive loss to them.
What is The Customer Looking For?
Knowing what a customer is really looking for changes how small businesses must present themselves to their communities. We can’t compete with larger companies, and shouldn’t. What our customer is looking for isn’t exactly the same as what the big dog’s customer is after. Yet, both customers want to be treated fairly, a job done well, and a reasonable price.
One difference is in perceived value. One customer finds strength in larger numbers; another finds strength in a family home-based operation, usually one they’ve used before and intend to use again when needed. Another difference is proximity. Customers who regularly call on smaller, home-based businesses like the idea that the company is down the street in their neighborhood.
It’s important for small, home-based businesses to understand their situation. In this economy, they have such a large risk, but seem unaware of the credibility their years of service offer their customers. That credibility is marketing gold. When your customers truly believe that they are in better hands with you, they’re much more likely to buy your products and services. Why gamble with another company? The big company has a larger advertising budget, but given a choice, consumers will choose to do business with a company they trust.
How Do They Find You?
There aren’t extra marketing dollars just lying around to be used poorly. Doing nothing is not an option. It would be nice if you could simply rely on past reputation to bring in enough business to keep you on track financially, but that’s unrealistic given the circumstances today. Some customers are going away; who will replace them?
Is it easier to hunt for customers, or for them to find you? This is pretty basic, yet often overlooked. Making yourself known to your potential customer is not just about putting flyers on windshields or doors. Service-oriented small businesses need to tap into the goldmine that exists online if they are going to survive. If you are a home-based business in the service industry, this means you.
It’s not difficult, but it is foreign. Much has changed since the emergence of the internet presence. It’s not about the ad; it’s about the expert in the field reaching out to the consumer in a friendly, easily accessible manner. Through practice, tutorials, and competent advice, your business can learn the strategies necessary to succeed while those around you flounder. If you don’t have the time because you’re busy with your business, it is a worthwhile investment to outsource.
Get motivated, get current, and put on your survival gear. You don’t have to fail just because it’s happening all around you. The choice is most definitely yours.
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Very interesting article. I’ll use your tips for sure. I was always convinced that the small business are less exposed to crisis than the big corporations. Also, home business means also less expenditures.
Encouraging words, thank you! I can’t afford to generate dissatisfied customers, and I CERTAINLY can’t afford to ignore someone when they call. Recently I’ve been seeing to problems of billing with both the Cable company and the Insurance company — and losing large blocks of time with each round of phone tag and voice-mail menus alone. Fortunately for my Customers and myself, I also can’t afford a similar caller annoyance system!
I’ve also found that attentive customer service wins out over web-based, “outsourced” lowest bidders. We have a nice, wide niche available to us, by simply listening to people and helping to solve their problem.
This is an excellent article. We are a small plumbing company and we have experienced a big slowdown in the phone calls we receive with this downturn in the economy. However, we find that our previous customers are the ones that call us and keep us afloat. They know our company and know who will be coming out to take care of them. They trust our service and we are so very thankful for them.
I know that if we increase our internet marketing efforts we will bring in more new customers that will become repeat business for us. We have already begun to see that happen, thanks to the skilled help we are receiving with Zero to Sixty Marketing. We have only just begun!
You’ve got an interesting and informative article Susan. I can say that home based business has increasingly become a very popular way in which to earn a primary or secondary (or tertiary) income. The home can be an excellent launching pad for your own business.
Absolutely. There is more to lose, but more to gain as well. I truly believe we need to get back to smaller company values for long term economic success. Thank you for your comments, Tabatha. You have a lovely name, by the way. Have a wonderful holiday.
Thanks..you’ve got a very informative blog. I really enjoy your topic.
Thank you for your comments, Akiro. Appreciated.
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