Small Business Culture

Even though a small business is comprised of one or a few employees, a culture still exists. Recently I've noticed that small business owners and their employees seem to be oblivious to their company's own culture—causing problems that can cost these companies business.

One of the most significant areas that I've seen, and even had problems with myself is follow up. As a small business owner, I know thing get out of hand. With sales, existing work, accounts receivable, phone calls, status reports, and the daily emergency, following up with a customer doesn't seem like a big deal. However, each customer knows a lot of people. A business cannot afford to have a customer telling others that the business cannot deliver. Things like that will break a small business.

I know a business owner who operates a car service business. He has built a home-grown database for tracking his clients. It's basically a CRM, but it flags each customer when there is an issue requiring follow-up. The owner purposefully spends at least fifteen hours a week called customers from the database and ensuring they have no issues outstanding. He told me that customers are pleasantly surprised because most of them don't expect a follow-up phone call. As a result, 80% of his business comes from happy customer referrals.

In 1997, Tom Peters wrote an important article for Fast Company magazine called "The Brand Called You."

It's time for me -- and you -- to take a lesson from the big brands, a lesson that's true for anyone who's interested in what it takes to stand out and prosper in the new world of work.

Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.

It's that simple -- and that hard. And that inescapable.

Not only is follow-up important to small business, but projecting a professional image is essential for small businesses. Small business owners have told me time and time again things like:

• "I'm just a small guy, I don't need a Web site."
• "I don't have to look professional; people know who I am."
• "I get all of my business from referrals; I don't need any marketing materials."
• "The kinds of customers I have don't care about image."

This is a small business mentality that seems pervasive. In fact, as my own business has grown, I stopped trying to sell small businesses on Web and marketing services for the simple reason that it takes too much time and effort to change that mindset. The reality is, though, when businesses spend money smartly, they can appear to be larger than they are. Focusing on company and individual branding will naturally draw in new business. As a part of a marketing strategy, branding is essential. Rather than spending $400 for a willy-nilly direct mail campaign, it's better to spend $800 for a professional, targeted campaign with follow-up calls. When people have to choose between businesses, they want to ensure that the company their dealing with is professional, ethical, and competent. There is no other way to convey that than through a solid, well-designed brand.

Not only is the projected image important, but internally small businesses should also focus on culture. Sometimes it's as simple as keeping things positive in the office. Other times it's ensuring that everyone is trained on the company's products and services as well as current technology. In addition, if a small business owner has problems following-up, a change in processes may be in order. There are books available on using technology to improve efficiency (e.g. How to Get Things Done). These types of internal tactics will help with the professional image and culture projected to customers.

The important thing to remember is that no matter the size of the company, culture is important. I highly recommend paying attention to your culture. Do you have a professional, solid brand? Is your brand accurate? Do your customers receive service that matches your brand? Is their experience with you positive? If you answer "no" to any of those questions, I suggest a change. You will see the results on your bottom line.

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