Small business is changing. Even within just the past 10 years, with the rise of social media, smartphones, and being connected to each other all day, every day, we have had to adapt to the changing consumer. A lot of small businesses do a great job on the social side of things – keeping up with Facebook and becoming interactive online. But, there are several business mistakes that are common and could be sending customers on their merry way, giving their business to the big box stores and chains instead of supporting your community.
Don’t let potential customers walk away because of something small that is easily fixable. Here are several things that you could be doing to (inadvertently) turn away customers.
Not sharing the WiFi Password
Sure, some of us have unlimited data plans. But for those who don’t or for those using devices that must be connected to WiFi in order to be used, public WiFi in a business is a nice bonus.
Why it matters: Especially for restaurants, coffee shops, and other spaces where people might spend several hours at a time, sharing the WiFi password (for FREE!) or disabling the password altogether is a small, simple way to keep people at your business. They will be more open to working or studying in your store instead of at Starbucks.
Not answering emails
When the phone rings do you answer it? Than why are you leaving emails or Facebook messages unanswered?
Why it matters: What is the point of having an email address if you aren’t going to check it? People just don’t pick up the phone, or stop in, like they used to. They want a quick, easy way to contact you. Since so much of our communication is conducted through emails and messages, if you don’t answer them, you’re telling customers you’re not in touch with their needs and preferences.
Not using inclusive parent language
Grow your audience by becoming family friendly and using more inclusive language.
Why it matters: Having events for parents and their children is a wonderful idea, but consider everyone you are leaving out when you call something “Mommy and Me.” Yes, it is great alliteration, but if someone is not a mom, are they still welcome? Can dads come? They may stay home if your marketing doesn’t appeal to them. In your advertisements, instead of using the word mom you can say, parents or caregivers. Or ditch the adult part altogether and reference only kids like “Kids Day at the Hardware Store (bring your adult).” It is a small change that shows you understand families come in all shapes and sizes.
Not participating in community events
Your community likely hosts a ton of events. Select one that targets your ideal audience.
Why it matters: Small businesses are built around community. Every single community event is a marketing opportunity, and if you are not participating, you could be sending a message that you don’t care about the community. If every other store is participating except you, they will get the business and you will be the one left out.
Not responding to your negative reviews
When someone says something negative, it’s an opportunity to be helpful.
Why it matters: There are two sides to every story. If you do not reply to your negative reviews, other potential customers will only know the reviewer’s side. You need to respond in a courteous way, expressing that you are sorry for any miscommunication but would be happy to rectify that situation. Having that on the review will show anyone looking at it that you actually want to make the situation right.
However, it’s best not to engage when someone uses foul language and accusations that have nothing to do with your services.
Having high employee turnover
If you’re noticing an increase in employee turnover, get to the bottom of it quickly.
Why it matters: Often your employees are also your customers. It’s likely their family and friends are too. If you aren’t a business where people want to work, word will get around. You want to be the business that everyone wants to work for, and happy employees will be more likely to recommend you to others.
You may have read through this list and think, “None of these apply to me.” If so, great! Keep up the good work relating to your customers and finding ways to engage them.
But if there are some gaps between what you’re currently doing and what you want to be known for, consider using this list to make some changes. Your business, and your customers, will thank you.
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