Why Small Businesses Have To Rely On Product Quality
BY: VESELINA DZHINGAROVA ON MONDAY, APRIL 24, 2017
When a small business reaches a higher level of growth, its basic products and services may begin to get overlooked, ultimately cutting down on the quality of the goods it provides. There is an intricate connection between businesses and their customers. After a successful, consistent relationship has been established, both parties can find themselves in a certain state of complacency. In some cases, this results in not only a product of poorer quality but also in the customer's disinterest.
Problems can originate when a company has its first taste of major success. Once customers are won over by a product, the decision-makers may lose focus. Their reaction may be to spend more time increasing productivity to keep up with demand and to concentrate on marketing to maintain high profits as opposed to making improvements and maintaining the quality of the goods being offered.
An appropriate metaphor for this scenario would be to visualize a company's first major boost in sales as a push on the track. After the initial push, the business gains momentum and sales increase. However, as a fledgling business rushes to keep up with initial demand, its attention to what were once fundamental details may fall by the wayside. At this point, a company's most basic functions may turn into a more automated process, reducing personalization and limiting its interaction with customers and its ability to receive feedback.
Unfortunately, companies that lack the resources provided by prior mass success also have fewer ways of building their public image and reputation. Thus, they have to rely on their merchandise to speak for them, making product quality even more significant. This also means that two companies fighting for customers in the same industry may experience widely differing amounts of consumer feedback regardless of quality. For example, an established brand may receive positive reviews solely based upon the stigma created by its mainstream popularity.
The truth is that small businesses have to work twice as hard, if they hope to stand out against much larger, more popular competitors in their market. Fortunately, with the assistance of modern technology, there are a plethora of interactive tools available for companies that will allow them to stay in-the-loop and interact easily and directly with their customer base. Social media websites like Facebook can act as a pseudo-website and also offer a direct gateway to a very large mass of potential clients and real-time customer feedback. That being said, it is most important for growing companies not to lose sight of providing high quality services and to take a cue from clients when it comes to improving their brand.
Image via Shutterstock