Why Quality Matters: A Guide for The Rest of Us 5
You started your business to make a difference, right? Whether you wanted to provide service better than the competition, or offer customers
lower prices than they could find elsewhere, or maybe you wanted to have more control over your work life - somewhere along the line you made a decision to do something that people
can respect. Many times - especially in the midst of cash
flow problems, negative feedback, and wearing
all the hats necessary to run a business - it’s
easy to lose sight of what those motivations
were. Continually revisit your original reasons
for starting a business. While some of those
ideas evolve and morph over time, staying true
to your intentions will help you craft a remarkable
To succeed… find
something to hold on to,
something to motivate you,
something to inspire you.
- Tony Dorsett
Why Quality Matters: A Guide for The Rest of Us 6
Know Your Customers
Research, research, research! As much as you may want to sell
your goods/services to EVERYBODY, the fact is, you are diluting
your efforts. The more you are able to target your ideal primary and
secondary markets, the better off your marketing and promotions
campaigns will be.
Find out the demographics - age, income level, education, gender,
marital status, number of children, etc. And equally important, find
out some psychodemographics - religious afiililation, political subscription,
likes, hobbies, interests, etc.
Know where they hang out - in person and online. Are they Starbucks
people, or are they local coffee shop patrons? Do they motor
bike or ride mountain bikes? The more information you have,
the better you can make your offer, and the more loyal your clients
will be to you.
"If you’ve heard this story before, don’t stop me, because I’d like to hear it again."
- Groucho Marx
Why Quality Matters: A Guide for The Rest of Us 8
Define Your Goals
Now that you remember your reasons for venturing out, it’s time for you to revisit, or begin composing, your core values. Many businesses focus on low prices or great customer service as the extent of their values. And those are great places to start, but it’s not enough to have good prices, or a friendly voice on the phone. Who are you as a leader? What do you want your workplace culture to look like? Goals in writing are dreams with deadlines.
- Brian Tracy
How to Set Achievable Goals
Unwritten goals are falsities. If you don’t write something down, you don’t have to take personal responsibility if it doesn’t get
fulfilled. Always put your goals in writing, in multiple places if you can (index cards, notebooks, etc.) and make an effort to review your goals every day. Be specific. Never word a goal with vague terms like “some” or “a little bit”, or “more”. Be specific! How much money do you want to make this month? How many new customers? Keep them simple. A goal is n