What's the ROI of Deodorant?
The business landscape has been altered drastically over the last 15-20 years, starting with the ubiquitousness of the internet, which gave consumers a way to shift the power of buying products and services from sales reps to themselves.
No longer can you hoard information hoping to dictate the buying process. Consumers can find out reams of data about your company with the click of a mouse. Online forums, review sites, social media...if you are in business, you will be found online, one way or another. Even if you aren't online, that's says as much about you (or more) than negative reviews would.
The fact is, today's business environment is so competitive that even paying attention to seemingly insignificant factors can tilt the field in your favor...or your competitor's.
What Is The ROI...
We tend to focus on ROI for our advertising, equipment purchases, new hires, etc. But what the intangible items? What about the ROI of how your receptionist answers the phone? About how your store smells when someone walks in? About your return policy? About whether your service tech is polite, courteous, and clean smelling? What is the ROI on that guy wearing deodorant?
I don't know the answer to that question, but I know it's important.
So, here's what you do....
1) Audit EVERYTHING
Take a look at your processes, your store layout, your sales training, your office culture, your customer service process, the way your website looks, how your people answer the phone, how you treat vendors and customers...EVERYTHING. Are there areas that could be improved? Are there things that can be fixed quickly and inexpensively?
2) Get your sh*t together and fix it.
That's it. Just fix it. Start with the easy stuff and get incrementally better everyday. Refine and test. Refine and test.
Those two things are really all you have to do. Get cracking.