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    The Two “Musts” For Every Small Business:  
    Consistency And Service
    Confusing a customer is an absolute “no-no” in all businesses but especially in a
    SMALL business.  If a small business flunks consistency and service, they need to rely
    on their advertising to constantly attract NEW customers because most people do not
    automatically return (at least not soon) to any business that treats them indifferently
    and/or delivers inconsistent quality.  

    The big boxes can “buy” a customer back with their constant “barrage” of price-
    oriented pre-printed circulars.  Small businesses, on the other hand, cannot afford to
    squander their precious ad dollars on “price-oriented” ads.  Your small business may
    never get a second chance to make a first impression.

    Consistency and service lead the list of what today’s customers crave . . . and are
    willing to pay to get.

    A friend says, “Go eat at Harry’s.  We got a terrific steak there Tuesday night and
    enjoyed the experience.”  You go to Harry’s on Friday night.  The steak is like shoe
    leather and the waiter is rude.  Do you go back?  Nope.  No consistency.

    Tuscany, Ltd. is an upscale Italian restaurant with a reputation for to-die-for food along
    with impeccable service.  The owner always seems to be hovering about and making
    small talk with patrons.  The last thing you ever remember about eating at Tuscany is
    the price you paid.

    It doesn’t matter if you have a party of six or it’s just you and your spouse; if you eat
    there twice a week or once every other month . . . the food, the service, the ambience
    are consistent (as in “great.”)

    Producing “consistency” in any business never just “happens.”  You have to work at
    it.  When you spot something that isn’t consistent with your unique selling position,
    change it or get rid of it.

    Every small business owner must practice M.B.W.A. –“management by walking
    around.”  Offer praise when it’s deserved, advice when it’s needed . . . make
    adjustments, tweak, diddle . . . do whatever you need to do to insure that you deliver
    consistency and service every time to every customer who crosses your threshold.

    Never, ever think that you can run your business on “automatic pilot.”  Treating a
    customer as a mere “number” equates to severe customer turnover which in turn
    equates to ads that rarely produce results . . . unless you cut your prices beyond
    resistible.  That formula has “headed-for-disaster” written all over it.

    Your Unique Selling Position has to be
  • Clearly identified;
  • Understood by employees and customers; Implemented by everyone in your
    organization;
  • Stated often and always delivered on a consistent basis.

    That statement represents the essence of what it takes to make a small business
    successful.

    In his best selling book, “The E-Myth Revisited,” Michael Gerber says “While the
    business must look orderly, it is not sufficient; the business must also act orderly.  It
    must do things in a predictable, uniform way.”

    I would add to Gerber’s statement “consistent with their stated unique selling
    position.”  As important as consistency is, you must be certain that the consistency in
    your business is in sync with what you say you want it to be and what your
    customers perceive it to be.
Marketing Emporium
636 Horizon Drive
Unit 604
Grand Junction, CO  81506
Direct telephone:  970-210-8648
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