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According to a Gallup poll, the small business model is still favored by the public – so businesses large and small can help themselves by trying to stay true to the “smaller is better” model.
“Forces are pushing U.S. companies toward mergers, consolidations, acquisitions and growth. Yet, Americans continue to show strongly negative attitudes toward ‘big’ business, coupled with a continued strong attitudinal affinity for small business. This poses an essential dilemma for large enterprises attempting to build and maintain a thriving business-to-consumer customer base.
The basic data are clear. Gallup’s most recent research shows that 70% of Americans have ‘a great deal’ or ‘quite a lot’ of confidence in small business, more than three times the 21% confidence rating for big business.”
What can someone who is looking to buy a business or someone who is considering selling do with this information?
Think about why people prefer small businesses over huge corporate conglomerates. Attention. Customer service. The ability to understand local community needs. Those are the areas where smart small business owners can focus in order to set themselves apart from the big businesses that could otherwise easily destroy them with volume pricing. The way you put those ideas into practice is by making your business as accessible and customer-experience focused as possible.
If you are buying a business, you need to make this consideration when you take over the helm. Regardless of the old owner’s practices, you need to focus on customer service and community involvement. If your new business doesn’t have a website or social media presence – create one. Make you business accessible both on and offline. Come up with creative marketing strategies that will position your new enterprise as a pivotal member of the community. Sponsor related community events. Donate money or supplies when the occasion calls for it. Join local festivals and parades. You need to keep your focus on the local customer because their loyalty to you is your only weapon against the intrusion of huge corporations into your industry space.
If you currently own a business and are considering selling now or in the near future – your focus needs to be nearly the same as someone just about to take over as a new owner. You absolutely must have a decent website, one that gives real-time information about the goods and services you offer. You need a social media presence that you update several times a week, if not daily. You should be growing your business always, even if your near-future plan is to sell because a business with a solid path toward growth is going to fetch a much better selling price than a business that is stagnant. The creative marketing strategies above can and should be used to solidify your business in your area as a community business.
Big business will only win if small business stops paying attention to what matters most – local, loyal customers and their ability to access your business how and when they want to. Online presence and community presence will put the business you buy and the business you hope to sell in a great position to succeed.
Are you thinking about buying a business and were worried about how a small business can compete with the industry giants? Have you considered selling your business and want to know more about how implementing the ideas here can help your sale? Ask us! Leave any questions or comments here and we would be happy to help.
Want to read the Gallup article? Click here:
Michael Monnot
941.518.7138
Mike@InfinityBusinessBrokers.com
12995 South Cleveland Avenue, Suite 249
Fort Myers, FL 33907
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