FOCUS ON WHAT YOU DO BEST…
…and ignore the rest. Sounds like a daring and reckless statement, but this is a sound and uncomplicated marketing plan. This plan may seem too simple for some to embrace. So let’s explore this thought. Extreme laser-beam focus leads to business success.
Your business focus
What is your business focus? If a friend or a customer asked you what your business does, how would you answer? If you had to describe your brand – the trademark – of your business, could you do it in one sentence? Or with just one word? More importantly, if your customers described what you do, what words would they use to describe the ONE thing your business does well?
Do what you do best and forget the rest
In his book Halftime (1994), Robert P. Buford declares, “Do what you do best, and forget the rest.” Sounds like a cliché, but many small businesses are trying to do too much for their customer. Stop and examine what this says to you about your business. Think about the businesses that you frequent (where you spend your time and your money) and the businesses that you feel display a high level of competency.
If you are in the business of changing the oil in your customer’s vehicle, do not try to provide a great cup of coffee. An average cup of coffee will do just fine. But your customer does expect you to have a record of the type of oil used last time, the vehicle’s mileage and the date of the last oil change. And your customer expects to receive a friendly email reminder of the next scheduled oil change. And, please, keep your customers’ floor mats clean while you change their oil. Just meet their time and money expectations of a high quality oil change. If you are in the business of serving a great cup of coffee, customers do not expect you to change the oil in their vehicle; but they do expect a great cup of coffee served with a smile. This analogy may seem ridiculously oversimplified, but some businesses dilute their efforts with too many priorities and become ineffective at what they do best.
Five Guys Burgers and Fries have extreme focus…
…and it works for me. My most recent experience of great customer service focusing on “doing what you do best” was a great hamburger served in foil, served fast and friendly at a wonderful price with a smile. I paid nothing extra for the condiments, and the service was simple and speedy. While we waited for our order, we munched on the complimentary peanuts. Three adults and three children were served fast enough that we arrived at the cinema on time and relaxed. Great job Five Guys Burgers and Fries !
What about YOUR business focus?
Now let’s talk about your business and your business skill set? As a business owner, focus on what YOU do best; and hire (or delegate) the rest. If you are the marketing machine for your business, then focus on marketing your business. Let someone else handle the details that need to be tracked on spreadsheets. Let someone else create and administer your website. While you are a very small business, this may mean having your tech-savvy teenage son or daughter create and manage your website. Smart owners realize that as their business grows and matures, they hire the expertise that they do not have. Focus, extreme focus, laser-beam focus ! Focus on what you do best, and delegate the rest.
Thanks to my many readers
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