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Written by Karen D. Swim
I am not a fan of reality shows but I have become addicted to Peter Perfect. In the show, stylist, Peter Ishkans, visits struggling small business owners in the U.S. In the shows that I have watched the businesses are typically family owned, single location retail stores.
Peter assesses the store’s layout, operations and the image and makes over both store and owners. He delivers the verdict in a straightforward but pleasant way. The business owners cringe only a little because it’s so much easier to hear that your business is a disaster when delivered in a non-American accent.
In a recent episode the business owners listed the problems and Peter looked baffled as he asked, “If you knew all this why didn’t you do something about it?” Ouch. So often we really do understand the problems but fail to take the next step of fixing them. Listed below are a few of the common problems I have noted since watching the show.
Unwilling to give up control. Are you so emotionally invested in your business that you view any criticism or suggestion as a personal rejection of you? Many of these business owners had family members who were partners. The family members had good ideas but the primary business owner was unwilling to give up control.
Business lacked a clear image / brand. When customers see your store front or website, is it immediately clear what you offer? What image does your business project? In every episode the business owners had failed to develop a clear brand. It was not the business idea that was bad but its presentation.
Failure to consider your target market. I recently worked with a client on a website redesign as part of an overall re-branding effort. The site did not at all reflect his target market. He knew that the site was not working but when asked about the choices he remarked, “I chose stuff that I like.” The problem however is that the colors and images he liked were completely out of sync with his target market.
No Marketing. Retail shop owners had failed to engage even their local communities. Do not assume that your market knows you exist and will find you. Whether you have a brick and mortar business or virtual store, you must market. If marketing is not your strength hire expert help. Buy consulting time to assess your needs and develop a plan, but do something or your business will die.
You lack a clear image. Are you reflecting confidence in your own business? Have you made the transition from hobbyist to business owner? Does your appearance and demeanor reflect the image you want to project? Step up to your role and own it.
To run a successful business you don’t have to have all the answers but you do need to be willing to seek them out. Technology has made it easier than ever to tap into expert knowledge and resources. With a little help you can move your business to the next level.
Do any of these issues resonate with you? If you’re a business owner what have you done to work through your roadblocks? For non-business owners, what do you wish businesses would do differently or better?
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Karen,
Regarding point number two, the importance of having a clear image or brand is absolutely crucial, both in the virtual world in especially, in the bricks and mortar world.
As a personal consumer, in the bricks and mortar world, I dislike confrontation and sometimes turn away from a store before I even go in unless I am certain that the store has what I am after.
Moreover, as people are driving down the street, they may need what your business has to offer, but unless your offering is blatantly obvious from the one split second glance they get at your shop, chances are they will go elsewhere.
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@Kelly, I am going to practice being a Jamaican from England, being that I’m neither, it will be interesting but I have friends that I can imitate. This will be fun, lol!
My midwest accent twinged with every other place I’ve lived is history.
Next time clients hear me, I’ll sound like Stephen Fry. LOL.
Kelly´s last blog post..Inspiration Points: What Do the Stars Whisper to You?
@Kelly, I had a feeling you would love it! I actually thought of you while watching because it’s your area of expertise too. I also thought it was hilarious that none of those owners would listen to the advice delivered from an American. lol! Maybe we all should adopt an accent, we’d be rich. 🙂
Karen,
I love Peter’s show. SO real, even though he’s over-the-top. You hit on some great points here, but my favorite takeaway?
“…it’s so much easier to hear that your business is a disaster when delivered in a non-American accent.”
Now I know why I don’t have my own t.v. show. I’m whipping out my British accent for clients from now on.
We are stinkers like that, aren’t we? 🙂
Regards,
Kelly
Kelly´s last blog post..Inspiration Points: What Do the Stars Whisper to You?
@Melissa, ROFL! Well, in your defense it was an image. 🙂
The guy who chose his image based on his personal tastes rather than for his target audience – I’ve seen that so many times. Let us forget that Writing Forward was once pink 😉 hee hee.
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@Alina you make a great point. Some are paralyzed by inaction an d the cause can be varied – fear of making an even greater mistake, an unwillingness to admit you are wrong or you believe you don’t have the tools to fix the problems. Doing nothing though is definitely the wrong action to take!
I think a lot of people know exactly what’s wrong with their business/career/personal life, have a pretty good idea of how to fix it, and still postpone the action part of it. I can’t exactly tell why this happens, but i can say it can happen to anyone if we don’t pay attention and focus on also doing what we discovered we should do.