I recently helped a friend whose business was in need of some TLC. Great little hipster esq café which, operationally was sound but lacked the connection economy to drive relationships with the customer base. I hate seeing missed opportunity, retail and hospitality is now full of missed opportunity. Money left on the table everyday. Don’t get me wrong this isn’t about money…this is about connecting with your customer, making them feel special and building long lasting relationships built off mutual respect and trust.
I simply asked what are your strengths? The reply was centric to operational excellence, great in the kitchen, eye for the menu and passion for service.
So what are your weaknesses? It took a while to get there but in the end it boiled down to “marketing”…which by the way if you didn’t know is now called “caring” or “giving a shit about your customer”.
I thought…the business has been operating for just over a year and now you decide marketing is a weakness and to add in…zero dollars had been spent on marketing…in fact that was blessing because there was only upside!
It got me thinking I wonder how many entrepreneurs out there in business today have no idea what their weaknesses are…or better still know it and either do nothing about it or fake it till they make it?
We have all the tools available to us via Google, Youtube, freelancer.com, airtasker, Quora.com…the list goes on…it’s now lazy if you know a weakness and don’t either work on learning the strategies to win or better still outsource if like me you can’t stand looking at spreadsheets!
Within about 20 minutes we had come up with 3 tactics to action immediately which will transform the look and feel to the customer. I also recommended spending money on an intern or university student who would offer skills on photography, creativity & graphic design…it’s the ultimate mutual exchange of value…business owner…meet intern…now go make shit happen.