A quick internet search will tell you there are approximately 34.8 million small businesses currently operating in the United States. Those businesses make up 99% of all businesses in the country and employ almost half of our work force. Small business is a big deal. Starting one is fairly simple in the grand scheme of things. In under 24 hours a person can form an LLC, have a fully functioning website and be selling product across the world. Though starting a business can be simplex, keeping it running isn’t always that easy. And if you aren’t fully invested in your business, it won’t last long.
Having moved to a new area in the last few months I faced a dreaded task: finding a hair stylist. Every woman knows the importance of having a trusted hair stylist and every hair stylist knows the deep-seated fear of giving a bad haircut and the fall-out that can come from that. The way a woman looks is paramount to her confidence and success. As I began looking for a new stylist, I ran into a young woman who has a salon in a neighboring town. I asked for her business information, phone number, etc. She directed me to Facebook where I tracked down her number. That’s where things went sideways. I called and left a message. A few hours later I received a Facetime call from that number. I was unable to answer and thought it was odd anyway, so I ignored it. I waited several days and didn’t receive a call back, so I decided to try one more time. Again, no one answered so I left another message. Later that day I received a call back, but no one was there. I could hear people in the background, but not a soul was speaking to me. At that point I decided this wasn’t going to work, but it was a Friday so I waited to Monday to resume my search for a stylist. On Monday afternoon, which was 10 days since my initial call, I received a text from the stylist, “I see that you tried to call me. I’m sorry, my kid called you back. Did you want to schedule a hair cut?” I am a huge small business advocate, so though I was thoroughly irritated by this point, I was willing to give this one more shot. I texted back that I did want to schedule a hair cut…and I’ve never heard another word. That was weeks ago.
I have no idea how talented this stylist is so her business may be a raging success. However, if I were to gauge her likelihood of success based on her Facebook page and customer service, I would say her odds are not great. Here’s a few reasons why:
- Her Facebook page lists business hours that are incorrect, the pictures of her clients are only hair color clients and the only clients she appears to have are blondes. Each time I called was during her supposed business hours. Further more, she needs to show a variety of the work she does. I’m a brunette with short hair. It’s great that she can color long, blonde hair, but can she cut other styles? Give potential clients a large sampling of your skills.
- No dedicated business phone. In today’s world, you don’t have to carry two phones. You can “add a line” to your current cell phone using services such as Sideline, Open Phone or Grasshopper. These secondary lines have a distinct ring which allows you to know when and how to answer your phone. The bigger issue I see here is that she gave her business phone to her child as a play toy. I can’t stress this clearly enough: small businesses have to go the extra mile to prove their professional status. If your business relies on your phone, DO NOT give it to your child.
- Texting back when a phone call was made. I’m part of the Gen-X crowd, supposedly. This means I think technology is great, but I also have a deep appreciation for personal connection. The current young generation jumping into the small business scene, by and large, does not like to talk to people directly, prefers digital communication and thrives using technology. Unfortunately, they seem to ignore the fact that 2/3 of society isn’t in that same boat and if they want to succeed they need to shift their business practices to be inclusive. If someone calls your business, except in extreme circumstances, call them back. Texting is for friends or for situations where you simply cannot talk; not just because you don’t want to talk. I once worked with a Chamber of Commerce whose Community Relations Manager wouldn’t answer the phone. If people called, he would send them a text instead. He didn’t last long and the Chamber was in sad shape in large part due to him. Make the phone call. It can make the difference in your business.
- Putting the customer at the bottom of the list, rather than at the top. This is the death nail to most small businesses. Unfortunately, some business owners think they are in business because they want to be. They don’t consider what their customer wants or needs and then wonder why they are out of business. It’s not uncommon for the first clients of a new business to be friends and family, but they can only hold that business up so long. What does your client/customer want? How can you fill that need? No, it’s not possible to make everyone happy, but look at what the majority of your client base wants and aim for that. If you aren’t willing to make them your top priority, it’s time to look at shutting your business down. Success doesn’t happen by accident.
In case you’re wondering, I did find a stylist. She’s young and makes mistakes but together we’re figuring it out. Each month I leave feeling just a bit prettier than I did the month before. We talk about how she’s growing her clientele. She tries hard to make conversation all the while admitting technology is easier. From my vantage point the secret to her success is that she’s willing to learn. That’s a skill you can’t teach; it’s a desire that has to be on the inside. She’s going places in life and it’s exciting to have a front row seat to her success.
If you’re a small business owner looking for ways to grow, I’m happy to meet with you to discuss ways to make that happen. You can contact me at karri_buck@outlook.com. Small businesses are truly the heartbeat of America, let’s work together to keep it strong.
~Karri Buck~