I recently attended a business breakfast where the guest speaker spoke of his experience on the winning bid team for the London Olympic Games in 2012, giving an in-depth account about the bidding process. It is a tough, exhaustive and competitive. The process is conducted in a series of rounds, in which bidding cities are successively eliminated until a winner is determined.
There was only one winner, that which will be recorded in the history books. Interestingly, London did not win every round, yet was the winner of the round that counted – that of the last 2 cities.
One of the key points of presentation stuck is my mind: the importance of the “1%’s”. Those small extra details that pushed the London bid sightly in front of the other. In their case, it was a visual presentation that was just a little better, research into the judges slightly better, planning just a little better, strategy just a little better. All of these incremental wins added up to being in front at the finishing line.
This lesson is essential to becoming a great business: it is the attention to detail to every factor that can makes your business win against your competitors. Smaller businesses can have a great impact by adding up all the 1%’s. A highly professional profile and an impression of capability is quite achievable.
Simple things that make a difference and add up to a bigger total than your competitors. The question to ask is: do your “1%’s” push you in front or hold you back?
Typical 1%’s that make the difference to small businesses:
· a well designed logo that is relevant to your industry and business
· a killer tagline
· a functional, attractive and highly professional website
· consistency in branding, uniforms, vehicles, business cards, invoices, etc.
· sales presentations that pack a punch
· staff that live the values of your business
· customer service that goes above and beyond
· making your clients feel that they are important
· pre-empting clients’ needs
· gifts, follow-ups, thank-you’s, etc – especially when unexpected
· fast turnaround and response times
· small but considerate gestures that make your staff feel appreciated
· new and innovative product or service design
Honing in on you 1%’s could be an interesting exercise in your business development. Why not brainstorm with your team what they are? And don’t forget to ask your customers what they love about your business (or would love you to do). You don’t need to re-invent the wheel either. Adopt some of those things that you love in your favourite businesses. I
Implementing change in small business is a process that takes consistent gradual application. Build systems, processes and measures in your business as you go, to ensure that the standards are maintained. Create a plan to roll out your changes out to include processes, training and measurements. Don’t try to do them all at once!
Dr Warren Harmer, Director, Crecer
