Running a small business isn’t child’s play. If it were, everyone would be doing it. However, the fact is that most people aren’t opening their own businesses and profiting. Your business is a unique butterfly, and you are the boss, the leader, the respected entrepreneur who directs the ship across even the most treacherous waters.
To me, running a business comes down to executing the basics. Just like anything you do in life, consider sports, for example. You need to always rely on the basics to get you through both the good and the bad. But oftentimes, we overcomplicate things because, at times, overcomplicating seems like an opportunity for something bigger and better. However, the reality is that the basics are the bread and butter.
Here are a few solid options that should help you through tougher times.
Make Your Customer Service Count
Businesses overlook customer service more than any other component of their business. And it is understandable why this happens. The reality is, in order to grow, we must focus on new sales. This can cause us to get hyper-focused on finding ways to increase sales, which in turn causes us to lose sight of our current customer portfolio. But here’s the thing: Those people who have bought from our products or services have proven their viability and profitability. These people will likely buy again… unless, of course, they have a bad experience.
The key is to ensure they don’t have a bad experience. That means sitting down and focusing on providing excellent customer service. Are you responding to their emails as fast as you respond to new product or service inquisitions? The worst is when a current customer discovers that, to receive faster service, they can contact you as if they were a new lead. Be on it. Be responsive. Try to answer the phone.
Price Matching May Not Be the Best Option
As a small business, price matching may not be feasible for you. Large corporations base a huge part of their business on “lowest prices.” But you aren’t big and bulky and detached. And you should let your customers know that. Remember, small businesses can justify the higher cost by providing exceptional customer service, answering the phone promptly, and being more customer-centric. Large companies can’t just customize for every person out there; they’d come to a standstill.
Encourage Loyalty
As mentioned above, current customers are where the money is at. They are proven spenders. Encouraging them to stay should be a priority. This is why loyalty programs are so huge. Even if you aren’t the size and scope of Target, it doesn’t mean you can’t put together loyalty attributes. Perhaps lowering the cost of the service after a certain number of years of use, or offering yearly rebates on future purchases, could be effective. Encouraging customers to want to remain your customer doesn’t have to be an extravagant experience on your part. You can dress almost anything to make it feel really nice!
Last updated: October 2025