On Tap from the Pub

By Tom Field

Executive Summary:

We do things well; maybe some not so well—pay attention to both.

A common problem

I slap the light bulb packet on the counter at Advance Auto… and sigh. “Is that all?” the clerk asks. “Yep. My ongoing purchase of brake light bulbs for my BMW. I don’t know why they keep going out. It’s especially frustrating when I’m on a trip. I was about to go over Fancy Gap Mountain in the rain at dusk recently, and the alert flashed. Pretty much the worst place for that to happen.” “What model BMW,” he asks. I tell him; and he immediately replies. “Yes. That’s a common problem with that car.” I’ve since discovered (and I long-suspected) it’s more about the contacts than the actual bulb. (On the alert just prior to Fancy Gap, for example, I pulled over at an auto supply store to change out the bulb, when the existing one started working again as I went to remove it.) I provide all of this intro as an analogy for business. (You knew that was coming.) What is a common problem in your business sector? How about your specific business? Regarding our own local businesses, I know a few common problems. I know you do, too. We all probably immediately think of restaurants and the service sector. And most of the common problems aren’t related to product quality. That’s because when the product is bad, we move on to other businesses and don’t return. They’re dismissed and forgotten. Most of the common problems in the service sector are—not surprisingly—customer service-related. If we pay attention to our customers on those repeated, common problems, we could improve or fix most of them. One way to do that is to eliminate the product or service altogether. Maybe it’s one in our lineup we shouldn’t even be providing. Why harm your business that way when you can simply admit that you don’t do that particular thing very well? But on the products and services you must provide, if there is a common problem, you better attend to it quickly and thoroughly. Word gets around. And that word increases in power in direct proportion as the local market or community gets smaller. For our business community, one common problem could be fatal. Consistently review what you do in an ordinary fashion and work on improving that so you can include it and celebrate the things you do in an extraordinary fashion. But with equal fervor, know your common problems and be vigilant in eliminating them. Pay attention to those brake light warnings.