I was inspired by a recent article from the Australian Anthill about making our business appear bigger than we are. But in the age of authenticity, do we really want that? Sure, appearing big can be a good thing depending on our audience. Certainly, the key point in the article to me was ‘How to appear professional’. But why should professional be inextricably associated with big? Maybe the strategy should be to appear as small as possible. The current market place is not short of large corporates who are starting to understand the importance of personal service again. An example that comes to mind is the Bank of Queensland moving to a franchised branch model – where local ownership is of strategic importance to customers. Especially in such a tarnished industry as banking.
So why would we want to appear smaller than we are? Here’s a couple of thought starters:
Service – it is implicit that service is better when dealing directly with a small group of people rather than a faceless corporation
Trust – Smaller companies are way more dependent on you as a customer. You matter more, so you can trust the fact that they will do all they can to keep you.
Underdog - People love to support the up and comer. The person having a real go. Being small should be embraced and leveraged. Often this might be the only reason people do business with you.
So in the spirit of small = good, here’s the startup blog top 10 list of how to act small. Regardless of our actual revenue:
- Have personal contact details of team members on your website. Email, Skype cell phone.
- Remove pointless gatekeepers from your office who insulate hierarchy members from real customers
- Use real language in all written forms of communication. Use a human voice not corporate PR brochure parlance.
- Be honest when you stuff up. Admit it openly and quickly. Don’t make decisions based on repercussions, but on what’s right.
- Write terms and conditions (if you must have them) in a language anyone could understand
- Never call your audience your target. Business is is not skeet shooting, it is about delighting. You are performing for an audience, who can get up and leave at any time…. or even throw rotten tomatoes.
- Give responsibility to individuals not committees. Give them decision authority. It’ll get done quicker and better.
- Don’t gag your people. Allow anyone to comment on the company and what’s happening. It’ll be the best research you can ever do to find out what’s really going on in your company. No ships will be sunk.
- Have a policy of common sense. Not written manuals no employee will ever read.
- Say, “Yes we are only a small company…. and here’s why we are better…”