Remembering the Wrong Things …

Recently, I attended an event, and the food was wonderful.

The adult beverages, not so much … and everyone remembered that for all the wrong reasons. The host enjoyed top-shelf vodka, evidently his drink of choice, but forgot those of us who enjoy whatever else. We had all hoped for better, but it was generic, from a wholesale club and disappointing.

My point is simply that people remember — and mostly remember when it is not good.

Any business, service businesses especially, need to remember that you are only as good as your last customer’s opinion, and the massive review pages on the internet can damage or even kill a business.

When it comes to serving people, Theodore Levitt, a Harvard Business School professor, once wrote “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” It could be argued that it is one of the better quotes about giving people choices they want.

Happy customers can become long-term customers if the “quarter-inch hole” you sell them is of good quality, lasts a long time and fits their lifestyle. It comes down to what makes your customers happy, feeling they were treated fairly, feeling content and fulfilled.

A marketing plan should not always be centered around you. It should be centered around your customer’s needs and wants. Customers want what they want, when they want it, and at a reasonable price. Most customers want it as finished as possible, as complete as possible, with no expensive add-ons in the offering.

Consumers want the “quarter-inch hole,” not the quarter-inch drill.

In daily life, there are great examples of this concept. Tradespeople offer 24/7/365 service. Lifestyle merchants offer home sharing services; ride-sharing services operate when you need them; curated boxed food delivery services, curated cat/dog food subscriptions, and clothes that fit you and arrive every few weeks are among many more examples of things customers want, when they want them, complete and at a reasonable price.

I have a cat food subscription and I don’t own a cat. It is for those that stop at my house. I don’t want a bad review.

If you are uncertain on how to adjust your marketing plan or need help to develop one, please seek assistance from an SBA-funded resource partner. There is never any charge for small business counseling and information is always available at www.sba.gov, where you can find information on the SCORE Association, America’s Small Business Development Center Network, and the Women Business Centers, Veteran Business Opportunity Centers and SBA’s new Community Navigator Pilot Program, which has community-based organizations helping to reach the nation’s smallest businesses. By the way, the average drill bit lasts more than 50 years, but only gets used for 15 minutes in its entire life. People really do want to buy a “quarter-inch hole.”

It is honor for me to participate again this year with In Business Magazine as they launch the 2023 Small Business Guide, because it is such a useful directory for local and area businesses.

Categories

Accounting & Tax Services

Business Banking

Business Organizations & Associations

Commercial Insurance

Commercial Real Estate

COVID Testing & Services

Credit Reporting / Background Checks

Robert Blaney District Director U.S. Small Business Administration, Arizona District

About The Top 50:

The Top 50 Small Business Services Guide special section is a resource guide of top small businesses or small-business service companies vetted by In Business Magazine editorial staff and recommended to you, the reader. Serving your business with quality companies can make all the difference in running a small business. These Top 50 business services companies are dedicated to serving their clients and providing proven products and services, and they have a high degree of experience in their given fields. We recommend that you do business with them. Our Top 50 Small Business Services Guide special section will be online at www.inbusinessphx.com for an entire year. Here’s to doing great business together.

Employee Benefits / Insurance

Finance/Wealth Management

Healthcare Insurance

Human Resources / DEI / Hiring

Information Technology

Janitorial

Law Firms

Marketing, PR & Social Media

Office Furniture

Payroll Services

Printing / Promotions

SBA Lending

Telecommunications

Video Production & Services

Accounting & Tax Services

CBIZ & MHM

At CBIZ and MHM, we are uniquely structured to provide a range of nancial and business services. CBIZ is a business consulting, tax, nancial services, and bene ts and insurance provider that works closely with MHM, a national, independent CPA rm.

Top Executive: Chuck McLane, Senior Managing Director, West Region Leader

Of ces (Local / National): 1 / 100+

Local HQ: 4722 N. 24th St., Suite 300

Phoenix, AZ 85016

Phone: (602) 264-6835

Website: cbiz.com

Duran Business Group

Duran Business Group provides accounting and tax solutions to businesses with integrity, professionalism and a high focus on customer service. Services also include payroll and himan capital

Top Executive: Regina Duran

Of ces (Local): 1

Local HQ: 2633 E. Indian School Rd., Suite 230

Phoenix, AZ 85016

Phone: (480) 674-5757

Website: duranaccounting.com

Business Banking

Stearns Bank N.A

Stearns Bank N.A. is a nationally recognized fullservice bank. With an unmatched sense of urgency and commitment to hard work, our employee owners are driven to help small businesses thrive through service, innovation, and collaboration. Member FDIC. Equal Housing Lender.

Top Executive: Tom Hosier, Chief Lending Officer

Local HQ: 9225 E. Shea Blvd. Scottsdale, AZ 85260

Phone: (480) 314-4200

Website: stearnsbank.com

OneAZ Credit Union

OneAZ Credit Union is a nancial institution serving more than 161,000 members and more than 10,000 businesses throughout Arizona. With more than $3.3 billion in assets, OneAZ is owned by its members, who bene t from better rates, lower fees for service and improved technology.

Top Executive: Brandon Michaels, President & CEO

Local HQ: 2355 W. Pinnacle Peak Rd.

Phoenix, AZ 85027

Phone: Member Care Center: (844) 663-2928

Website: oneazcu.com

Business Organizations & Associations

Alliance of Arizona Nonprofits + Arizona Grantmakers Forum

The Alliance + Arizona Grantmakers is a trusted statewide resource and advocate for the state’s nonpro t and philanthropy communities. The organization is leveraging its combined strengths to maximize value for members and advance the sector through effective collaborations.

Top Executive: Kristen Wilson, CEO

Of ces (Local): 1

Local HQ: 333 E. Osborn Rd., Suite 245 Phoenix, AZ 85012

Phone: (602) 279-2966

Website: arizonanonprofits.org

Arizona Small Business Association

Celebrating 50 years, ASBA is a membership organization dedicated to delivering entrepreneurs the resources required to prosper in an ever-changing marketplace. ASBA offers education, mentoring, networking, advocacy programs and member bene ts that equip your business with the tools to succeed.

Top Executive: Debbie Hann, Interim CEO

Of ces (Local): 2

Local HQ: 11811 N. Tatum Blvd., Suite P-195 Phoenix, AZ 85028

Phone: (602) 306-4000

Website: asba.com

Local First Arizona

Local First Arizona is a nonpro t organization working to strengthen communities and local economies through supporting, maintaining and celebrating locally owned businesses throughout the State of Arizona.

Top Executive: Kimber Lanning

Of ces (Local): 1

Local HQ: 407 E. Roosevelt St., Phoenix, AZ 85004

Phone: (602) 956-0909

Website: localfirstaz.com

Commercial Insurance

CopperPoint Insurance Companies

CopperPoint provides workers compensation insurance coverage for more than 16,000 businesses statewide, ensuring workers the care they need if they are injured on the job. It has been providing workers compensation insurance to Arizona businesses since 1925.

Top Executive: Marc E. Schmittlein

Of ces (Local): 1

Local HQ: 3030 N. 3rd St., Phoenix, AZ 85012

Phone: (602) 631-2300

Website: copperpoint.com

Phoenix Insurance Group

Our team is family owned and operated. Like any family, we take care of our own. We understand that you are more than just a policy number. And with over 25 years of experience under our belt, you can rest assured that we will utilize our knowledge and unparalleled customer service to deliver a superior client experience. It’s our promise to you.

Top Executive: Casey Elliott, Principal

Of ces (Local): 1

Local HQ: 7220 N. 16th St., Suite C, Phoenix, AZ 85020

Phone: (602) 707-7707

Website: phoenixinsgroup.com

Strunk Insurance Group

Founded in 1982, Strunk Insurance is a multigenerational, family-owned business with more than 30 years of experience in employee bene t advising. With the expertise of a national employee bene ts agency and the one-on-one attention of a boutique rm, Strunk Insurance prides itself in developing trusting, long-term partnerships with its clients.

Top Executives: Casey Strunk, President; Greg Strunk, Founder

Of ces (Local): 1

Local HQ: 14425 N. 7th St., Suite 102, Phoenix, AZ 85022

Phone: (602) 978.44140

Website: strunkgroup.com

Commercial Real Estate

Bryant Commercial Real Estate

We provide transaction management, oversee construction and property site selection, lease renewals and so much more. Grow your business and pave the road to success with our help.

Top Executive: Jonvieve Bryant

Of ces (Local): 1

Local HQ: 2233 N 7th St., Phoenix, AZ 85006

Phone: (480) 802-8100

Website: bcreaz.com