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How Small Businesses Can Think And Operate Like Big Brands

May 22,2018 13:45

The other day, my worst nightmare came true. I was in the middle of writing an article and my computer crashed. Luckily I know a bit about hardware, so like any go-getter, I took apart my laptop and immediately identified the problem. Since I didn't ...



YEC We cover startups, founders and entrepreneur lessons. Opinions expressed by Forbes Contributors are their own.

Jason Criddle is an International Best-Selling Author, Partner at Jason Criddle and Associates and Managing Partner at SmartrHoldings.

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The other day, my worst nightmare came true. I was in the middle of writing an article and my computer crashed. Luckily I know a bit about hardware, so like any go-getter, I took apart my laptop and immediately identified the problem. Since I didn't have the parts or time to fix it, I logged onto the most popular search engine, looked up "computer repair near me" and went to the first spot on the list.
The experience that follows taught me a couple of valuable lessons for both customers and businesses.
Focus On Word-of-Mouth Marketing 
Do your diligence on any companies you find on a search engine. Don't just assume they are the best because you found them on the first page. I used to work on the road and remember making the remark that, "The best fried chicken is being cooked in the back of a gas station somewhere." The same goes for all small businesses. Some of the best companies out there are not on the first page of a search engine.
For example, a lot of the most successful, hardest-working CEOs, entrepreneuers and consultants I know work in the background and make millions. You would never know them by name or recognize them in public. They run the show from the background, not the spotlight, and their companies are successful without using social media or search.
This is why word-of-mouth marketing for your business is so important. People love to talk about both good and bad experiences -- rarely talk about average ones. Before search engines, people talked and shared experiences. The market regulated itself by way of "kicking out" companies who were not offering any value to their customers. Having a million followers doesn't necessarily mean a million satisfied customers. So you must make sure the customers you do have will be your core referral base. You accomplish this by treating them right.
So, what did this company do wrong? Was their office in a bad part of town? Did I have to wait in line or on hold for a long time? Not at all. In fact, they got right to me as soon as I walked in the door and their office was in a pretty nice part of town. So, what was the issue?
There were no processes in place to take care of my needs and ensure my satisfaction.

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