In early September, the house I started building back in January was finally completed. After months upon months of waiting, my family and I were understandably excited to make our new house a home. My wife, Mariah, was extra excited for the opportunity to pick out new furniture and decorate the new digs. I, however, was mostly looking forward to purchasing a new TV and other electronic gadgets in effort to keep myself (and my sons) entertained while we settled in.
I have to confess; I love new electronics. I love the feeling of peeling the plastic off for the first time, I love the smell of hot hardware, and I love discovering what my new gadget can do. I look forward to Father’s Day and Christmas time, not for the presents, but for the magazine articles that always seems to come out around those holidays—you know, the ones that list the top 9,000 new electronic gifts “for dad.” In my spare time, I enjoy going to Best Buy and spending aimless hours poking around—in that sense, I’m kind of a nerd.
Before we moved, I spent a ton of time looking around at new TVs. After hours of “research” I eventually landed on Samsung. After all, I love their computer monitors (my office is filled with about 75 of them) and I’ve heard nothing but good things about their TVs. After looking at a few other brands (albeit, briefly), I decided to go with two brand new shiny Samsungs from Costco. I immediately had them mounted to the wall and was stoked (yes, “stoked”) to try them out for the first time.
They were beautiful! That is, after a few minor setting adjustments. And they reminded me of the crystal clear quality of our office monitors. For about ten minutes I was extremely happy with my purchase—and then I discovered a flaw. The volume button and internal software was poorly designed. Unlike most TVs, you couldn’t just hold the volume button up or down to adjust the volume, you have to actually press the button repeatedly. I know this seems minor, but for one show the volume might need to be turned up to 40, and turned down to 14 for another. It’s a pain in the rear to have to press the volume up or down that many times. On top of that, the remote is clunky and the internal software is not user friendly. You know what that all adds up to? A return of two Samsung TVs to Costco.
I know that some of you might not understand why pushing a button 25 times warranted a return of both TVs, but I would venture to guess that I’m not the only one. For Samsung, this is probably a minor software patch, and I’m sure they’ve heard this complaint before, but (as of today) they’ve done nothing to rectify the issue. At minimum it has cost them two TV sales… and likely millions in lost overall revenue.
Many business owners tend to focus only on the major issues—and they choose to ignore the seemingly smaller problems. With it comes to my TVs, I might have been willing to overlook a single problem or two, but three issues was more than I was willing let slide.
Unfortunately, most businesses let a lot of the “little” things slide. However, those little things can, and do, add up. The next thing you know, you’re having problems with attrition, a lack of referrals, a decrease in the amount of money spent, and the frequency of purchases… to name just a few.
No business is perfect, including my own. We can all always improve. Below are a few areas we are constantly striving to improve here at The Newsletter Pro:
Client Retention: Clients are both expensive to acquire and, at times, difficult to acquire. What can we do to increase retention?
Client Overall Experience: Improving the client experience helps the business in so many ways, but especially when it comes to increasing referrals and retention.
Lead Follow-Up: I’ve personally discovered that my worst sales are oftentimes the ones I have to try really hard for. So we stopped hard selling. But that doesn’t mean that we don’t follow-up, handle objections, and demonstrate benefits. We believe that we can always do better and work towards decreasing the sales cycle.
Employee Experience: As a business owner, I have a goal to ensure that each employee leaves a better employee/person than they were when they started. By prioritizing the employee experience and helping them discover their “native genius,” I simultaneously improve the employee’s life, the company, and the overall experience for our clients.
There are literally dozens of other small areas we can work on as a company (and I’m sure you can relate). Your business’ areas might be different than mine, but the message remains the same; don’t ignore the little things… you might end up with one big problem.