A few years ago, Faemino and Tired in one of their monologues said that they liked to go shopping at Casa Paco because when they went, Paco was there and they could talk to him. On the other hand, when they went to McDonald’s and asked about Mr. McDonald’s, no one gave an answer, among other things because that “gentleman” was not there and did not even exist.
Humor, when it comes from the hand of geniuses like those mentioned, often has an illuminating vision of reality and what they said many years ago today is a current discourse and if possible even with more force than then.
The person who at this time decides to undertake in the field of small businesses must be aware that they will have to be in charge of the business in the first person more than ever. You will have to lead and be very present . Finding him behind the counter is going to be one of his most important differentials . The personalization of the offer, the knowledge of the product and the enthusiasm in the sale will be its hallmarks. An important part of their future viability is played out in this presence, closeness and quality of care.
But today this is no longer enough because now the entrepreneur will have to do so in all customer relationship channels. In an environment of very demanding competition, with the large technological giants taking more and more market niches, physical presence at the point of sale will not be enough, but it will be necessary to be in all the places where the client is and also not in any way but you have to be giving a homogeneous answer. In retail, therefore, an omnichannel vision must also be applied.
The client has to perceive the physical proximity in the online media . You have to see that you are buying in a different and unique place. Feel the proximity of the business despite being in a relationship “at a distance”. Keep in mind that the small business competes with purchasing experiences that are difficult to match and that the customer has become empowered and is much more demanding. The small SME is not going to win the technology league or the price league against GAFA (Google, Amazon, Facebook, Apple), but it can compete in quality, proximity and service.
In no case should digitization of the business be fully delegated . Surely an entrepreneurial person of average profile will need advice and help in this area but only from his leadership and conviction will he be able to do it in an excellent way.
Many small businesses that are approaching this change in a highly outsourced way and while the execution may be perfect, they lack the soul of the business, that emotion that only the person in charge can convey. A professional management is pristine but it turns the business into a white label. It does not lead to improvisation, surprise, and differentiation.
Small businesses need a digital strategy that involves building a good corporate website , an updated and complete product catalog, use of social networks according to their activity and profile, exquisite treatment in the delivery of orders and returns and also the creation of loyalty tools that hook for a next purchase.
If to all this we add good brand management , listening to its customers and a desire for continuous improvement, we would be building a prosperous business. If after the social networks or the telephone the answer comes from the person responsible for it, the customer experience will be unbeatable. From that answer good things will happen for the business.
Depending on the sector, the target audience and the product, one strategy or another will have to be adopted, but it is necessary in all of them.