Don’t Get Complacent When Times Are Good

Don’t Get Complacent When Times Are Good

Steve Stone
Owner CEO
ShuBee®

The economy is ever changing.  As business owners we need to step back and evaluate the business during the good and the bad times. It is important to build a resilient, flexible business that is able to take advantage of opportunities and respond to economic crisis in days, not years. As a leader you have to continually take a helicopter view of your business to make sure that each part is working towards the same goal. Be prepared for the rough times by constantly looking for ways to improve your products and services and stay one step ahead of your clients by knowing what they are going to need before they do. By being prepared for the downturn, if it happens, you will feel less of a pull.

When the economy is bad, it is as bad as you make it. While I feel there is a direct link to a downturn in the economy and the success of businesses across the board I also believe the mindset should start and end with you. Do not expect the worst but always prepare for it. If you have the mentality that the sky is always falling on you, how can you expect your business and employees to grow? As the owner you have to be careful what you say. If you tell your employees we can grow to 3 million in sales then that is what you can expect your growth to be. Believe the impossible! People are watching you and looking for direction. Provide that by always looking ahead at opportunities for your company to grow.

I remember there was a down turn in the early 90’s and I was adding onto my house at this time.  I had a gentleman from church say, “Man, what are you doing? Don’t you know we are in the middle of a recession?” I remember not knowing what to say because I have always worked the same during good times as bad and continue to do so today. Do what you should be doing all the time.  Always listen to your clients and keep them top of mind. They are who keep your employees busy and your company running. Make sure to let your employees know they are appreciated. In my last article “How to find and keep good employees” I shared some ways we incentivized our employees to keep them and let them know they were appreciated.

Another way that I worked to stay profitable during a downturn in the economy is by constantly finding ways to improve our products and services. If you are not constantly improving your products and services your business will fall short. You have to continue to stay in front and on top of what your clients need and want. You have to do what your competition is not and does not want to do.

The way perception plays into your success is simple. Perception is reality. It’s all about the way the clients see you and your company. You have to portray a professional image at all times no matter what type of business you are in. The reason professional image products are so important is because they show your clients that you are willing to go above and beyond to protect their homes or businesses. By putting on a pair of shoe covers or laying down a custom logo mat you are showing your clients you are trying to keep their home as clean as it was before you got their. The professional image you portray to your clients exceeds that one visit. It is spread by word of mouth, social media and repeat clients.

For a great example of how important perception is just take a look at Chick-Fil-A and McDonalds. When you go to Chick-Fil-A you know what to expect because they have built a great business model that they live by. All employees are in sync and understand what is expected of them. From their “my pleasures” to their positive attitudes, they go above and beyond what the customer expects, they know who they are and do not waver from that. Then take a look at McDonalds and their employees. It is possible to go through the drive through and be greeted warmly by an employee, but it doesn’t happen often. Most of the time you drive through without so much as a “have a great day”. In turn, McDonald’s had a 2.3{938cd9e8dae860e800efc538277d4f7684e6f6981618ba70d1c34357a53c2e1f} decrease in sales and a 28{938cd9e8dae860e800efc538277d4f7684e6f6981618ba70d1c34357a53c2e1f} drop in operating profits within the first 3 months of the year causing over 700 restaurants to close. They are working on making improvements now, but this is a perfect example of why you have to know who you are and make sure your employees are passing perception along. Always define your brand and company and then live by it.

When the economy is entering a recession we are quick to work on problems that should have been worked on all along. The important thing to remember is if you “move closer to the desk”, as I call it, while the economy is good and stay focused as though the world is in a recession you will never feel the negative effects. If you do not continue to do this you will ride a roller coaster that takes you up and down.

A good thing to remember is “if things are going good you better duck”.  If you “move closer to the desk” and keep your fingers on the pulse of the company and continue doing that then when things turn positive you will reap the reward beyond your dreams. I am a firm believer in dreaming big. Dreams have no boundaries.  So, make sure and continue to keep dreaming!