As a small business you may not think much about company culture. But I have learned that building a strong company culture is equally as important in a business with five to 10 employees as it is in a company with hundreds of employees. There are many reasons for this ranging from attracting good employees to fostering an atmosphere that promotes good communication, keeping employees happy and with your company.  Today, most people have several opportunities for employment so it is up to you to provide a strong, attractive company culture to attract this talent to your small business. 

• RELATED: Why employee motivation matters more in a small business.

Having an attractive company culture does not mean you have to provide extras like gyms, day care centers or yoga classes that most small businesses can’t afford. But it does mean that you provide a workplace that is open, communicative and is a pleasant place to work. It starts with a vision of your core values and how you run your company. The first steps toward developing your company culture are essentially knowing what your company does, what it believes in (your values) and what your vision of the future is. 

Once you have defined those, see if you need to make any adjustments or changes. Remember, company culture starts from the top down. Be honest when reviewing your current culture and be proactive when making any changes. 

When hiring, keep in mind if the new hire will fit into your company culture. Be honest with your expectations and in listening to their expectations. Your employees are your brand ambassadors. They are the ones who will share their feelings about what kind of workplace you have. Be open to talking with them and take any suggestions they offer seriously. Employee attitudes are as important as their skill sets. However, be careful not to hire clones of yourself. You want employees who can offer new thoughts and experiences and add to your company culture. 

• RELATED: Read more by Tim Dimoff.

In order to reinforce your culture, consider programs that award employees who meet or beat expectations. These programs go a long way toward making employees feel valued. Examples of this can include annual awards for the “best” sales leader or “best” example of your core values. This can also mean something as simple as just celebrating employee birthdays with a cake. 

Your employee turnover, reviews etc. will help you to determine if your culture is effective and positive. Be sensitive to what you see and hear when analyzing your environment. If you follow these suggestions, you will ultimately find yourself with lower turnovers, a more positive and friendly work environment and a happier and more productive workplace.

President, SACS Consulting & Investigative Services, Speaker, Trainer, Corporate Security ExpertTimothy A. Dimoff, CPP, president of SACS Consulting & Investigative Services, Inc., is a speaker, trainer and author and a leading authority in high-risk workplace and human resource security and crime issues. He is a Certified Protection Professional; a certified legal expert in corporate security procedures and training; a member of the Ohio and International Narcotic Associations; the Ohio and National Societies for Human Resource Managers; and the American Society for Industrial Security. He holds a B.S. in Sociology, with an emphasis in criminology, from Dennison University. Contact him at info@sacsconsulting.com.

According to Google, 97% of consumers use the internet to search for local businesses—which means a strong online presence is crucial to succeeding today, no matter what size your business or type of industry. How well does your website perform in an online world crowded with thousands of similar businesses and other distractions? Do you even know how to go about discovering the answer to this question?

The experts at LocalBizGuru—a Cleveland-based search engine optimization (SEO) and full-service digital marketing agency—are here to help put your small business on the map by upgrading its online presence.

What We Offer

As a full-service digital marketing agency, we provide you with expert local digital marketing solutions—driving targeted traffic looking for your products and services to both your website and brick-and-mortar location. Let LocalBizGuru be your one-stop shop for all your Cleveland SEO needs so that you can focus on what you do best—your business.

Our services include:

●       Website Design, Development, Hosting & Maintenance

●       Local Search Engine Optimization

●       Review Generation and Reputation management

●       Premium Social Media Marketing

●       Content creation and much much more!

Start by taking the temperature of your business with our free LocalBizGuru resources. Let us conduct a complete overview of your local SEO performance in minutes, including search rankings, local listings, reviews, on-site SEO and social media. Get your free local SEO report here. Also, check out our free audit tools and contact us for a free consultation.

When you’re ready to move forward with one of our competitive packages, our transparent and upfront pricing will enable you to choose the best Local SEO fundamental options and solutions to fit your budget.

Meet the Gurus

Aaron Garfunkel is the Co-Founder and President of LocalBizGuru. He has over eight years of experience as a business development and managerial professional with key accomplishments in operations management, process improvement, client relations, sales development and strategic marketing.

Nachum Langsner is the Co-Founder and CMO of LocalBizGuru. He has over 10 years of experience in the SEO industry and is a frequent presenter and instructor of SEO seminars for entrepreneurs and small business owners in the Greater Cleveland area for organizations such as Jumpstart, the Better Business Bureau, Score and the Ohio SBDC at CSU.

You can hear from LocalBizGuru's Nachum Langsner at COSE's Small Business Resource Fair on October 16 in his session titled Improve Your Business’ Online Visibility. Learn more about and register for this event focused on helping your small business access the resources, support and opportunities you need to grow.

Last week, GCP, in partnership with Global Cleveland and Ideastream, hosted a networking seminar about how the E-1 and E-2 visas can be used as a tool for economic development in our region. Immigration lawyer and Partner at Ulmer & Berne, David Leopold, presented—providing a foundational background of the E Visas and how businesses and economic developers can benefit from them. This event took place as part of Global Cleveland’s annual Welcoming Week—a week devoted to highlighting the benefits of immigrants in our community.

The E-1 and E-2 visas promote trade and investment between countries to spur international investment in businesses that create jobs and help communities grow. E-1 visas—or treaty trader visas—allow individuals from outside the U.S. to trade goods like technology between the U.S. and their home country. E-2 visas—or treaty investor visas—allow individuals to direct operations of an enterprise in which they have invested, or are actively investing, in the U.S.

The visas allow an investor or trader and his or her family to live in the U.S. To view a current list of countries with which the U.S. maintains trader and investor treaties, click here. The E-visas are another tool that can strengthen are region’s talent pipeline by attracting highly skilled foreign workers or investors. You can learn more about these visas here.

Last month, we discussed some strategies to consider when you realize you’re not the right choice for a product or service your prospect needs. We had many positive comments about the piece and some people even indicated that they had never even thought about some of the strategies. 

So, this month’s topic should be obvious--What if Your Business IS the right choice? And some of the brief answers will be obvious, too. But, some won’t…so read and heed.

Step 1: Thank the client and review the agreement and timeline to make sure you’ll be giving them what they want, when they want it. I like an email or phone call for immediacy, but a hand-written note card for impact really works. 

Step 2: Ask what other providers they were considering, unless they told you up front. This information will help you analyze the competitive landscape.

Step 3: Ask why they chose you, your product or service. You need to compare why you think they picked you with why they actually selected to work with you. You may have focused your pitch on service when the client made the decision based on cost. This information will help you analyze your branding and brand promise. And, remember, your prospect’s perception is your reality.

• RELATED: We’re all in sales, so get better at it.

Step 4: If you’re providing a product, give periodic status reports on design, production or delivery. Some variation on a project plan can be helpful.

Step 5: This is even more important with a detailed process or project. Your plan should include dates for regular client status updates.

Step 6: Make sure there aren’t any surprises. Whenever you encounter a problem, communicate quickly. If it’s your fault, fix it fast but let the client know about it. If it isn’t your fault, analyze probable causes and likely solutions for the client and collaborate on fix. And fix it fast.

Step 7: If the client asks for changes in scope, timing or content, carefully analyze the impact any changes will have in cost and delivery. Quickly share this update with them. Seek approval or negotiate options.

• RELATED: Read more by Phil Stella.

Step 8: Lots of small businesses wrongly assume the job is done when the check clears the bank. Not so. Follow up in a timely manner to see how the product, service or project is working out and gauge their level of satisfaction. Depending on the scope or details of the deal, check in regularly. Hey, if my dentist can call the next day to see how I feel, so can you.

Step 9: Where appropriate, consider customer satisfaction surveys, either created in-house or administered by a third party. If you can respond directly, thank them for their comments and suggestions. Periodically communicate the positive actions you’re taking to improve quality or service resulting from the surveys to your whole customer base.

Step 10: Create and launch a Customer Contact Program. It can include a grid or spread sheet with customer contact and current volume on the vertical axis and various ‘Customer Touches’ on the horizontal axis. Examples include holiday greetings, those notes seeing how things are going, articles of interest to them, especially if you wrote them and links to resources or events they might find useful. 

So, there’s a lot more to successfully interacting with customers when you win the business than simply thanking them and beginning work. These simple strategies will enhance your customers’ experience, helping you win more repeat business. 

Happy Pitching!

Phil Stella runs Effective Training & Communication, www.communicate-confidently.com, 440 449-0356, and empowers business leaders to reduce the pain with workplace communication. A popular trainer and executive coach on writing, communication styles and sales presentations, he is also on the Cleveland faculty of the Goldman Sachs 10,000 Small Businesses program.   

Being an entrepreneur means you get to wake up everyday and do what you love. In honor of Valentine’s Day, we asked some of our members to share what they love about running their own small businesses. Check out what they had to say—and if you have a small business story to tell, scroll to the bottom of the article to find out how to share it with us.

“Running a small business allows me to use a variety of skills and parts of my brain, which makes things fun and interesting. I love that I get to come in everyday and create something for my family and my team. Most of all, I love that I can see the results of my work and make an impact.”

Nevin Bansal, CEO, Outreach Promotional Solutions

“What I love the most about running a growing small business is the sense of accomplishment from trial and error. While it's frustrating when you realize something isn't working, you have to put pride aside and take it as a learning moment; there is value in making mistakes. On the flip side, the ‘a-ha moment’ when something is working is what invigorates me. Even a small win is still a win.”

Nicole Ponstingle, COO, Partner, Pandata

“It provides me with the opportunity to share my knowledge and experience with clients, employees and others that I hope makes a positive difference in both their personal and professional lives! Lastly, it challenges me to be a constant learner since I believe the key to success is knowledge.”

Timothy Dimoff, President, SACS Consulting and Investigative Services Inc.

“What do I love about running my own business? Well, I started my business after having been laid off four times (reorganization, buyout, hostile merger, and intentional downsizing). Running my own shop has meant I get to do the fun stuff, as well as all the admin and grunt work. I admit that over the years I have occasionally wished I was back in the corporate space where other people took care of the infrastructure stuff. But those moments are rare. Most of time I love the freedom I have to pursue work that I enjoy with clients that I love. I get to choose the direction of my company, and if I want to add a service line or change direction, I get to decide without having to bounce the decision off some corporate board. I get as much vacation as I want, and nobody gives me a hassle when I take time off. Finally, during the Great Recession I sometimes had to worry about cashflow, but you know what? I never worried about job security, because I knew my “boss” was not going to lay me off! That’s what I love most of all!”

Jim Smith, PCC, The Executive Happiness Coach®

“I love talking to entrepreneurs from around the country who are doing incredible work and, when they become clients, I love watching them evolve. Sometimes that evolution comes in the form of business growth and other times it comes as they move through a significant leadership growth moment on their journey to self-mastery. It brings me joy to help them get out of their own way so they can serve, grow, innovate in their businesses and their community.”

Monika Moss-Gransberry, best-selling author, coach, organizational consultant, and creator of Life Mapping, monikakmoss.com

“There’s no one else to blame for mistakes and failures—just me. No one else to share praise with from happy clients—just me. No one else to justify my actions, priorities or feelings to—just me. No one else to keep me focused, motivated and client-centric—just me. No two days are the same and no two engagements are the same. The constant variety keeps me focused, sharp and happy. No 'same-o/same-o' or 'SSDD' here. I've had the privilege of being in a position to touch hundreds of people's lives—if only for a brief moment or simple concept. That spirit of making an impact as a consultant, trainer or executive coach is always exciting.”

Phil Stella, Owner, Effective Training & Communication, Inc.

“I love the opportunity to work with and learn from some great people who are entrepreneurs. I am grateful for the opportunity to be a trusted resource for owners and their teams and to enjoy the progress we make together. I see endless possibilities for small businesses as they confront, overcome and gain confidence from new challenges in the free market.”

Wayne Bergman, Business & Executive Coach, Owner, Consistent Business Growth

“I love the community of support that has enabled me to run my small business—accountants, business development professionals, graphic designers and the social media folks. They are all small businesses themselves and without their encouragement and support (and COSE’s too), I would not be able to run my business and love my business. When I was still in big company corporate America, I had no idea about all the love shared amongst those in the small business community. Happy Valentine’s Day!

Margaret M. Cassidy, Principal, Cassidy Law PLLC

If you have a small business story you’d like to share or if you would like to be added to our list of contributors for future articles, please contact Marie Zickefoose.

It looks like this new series in which I respond to sales pitch questions from readers is a hit. Thanks to those of you who took the time to comment or ask new questions. This time, R.G. from Beachwood asked, “What should you do if you conclude you’re not the client’s best choice?”

The answer may seem obvious, but let’s take a deeper dive to consider options when you realize that you can’t do it as fast or as well or as inexpensively as the prospect requested.

Option 1: Just tell the truth. The simplest and easiest option is to indicate that you now realize that you’re not positioned to be able to give them what they need and want. Thank them and walk away. No shame in retreat here—it’s simple, honest and courteous. But, there may be better choices worth evaluating.                                              

Option 2: Consider offering ‘just enough.’ Let them know what you can do and why and let them determine if that’s enough of what they wanted to choose you anyway. It’s their call, not yours, but do try to negotiate a win-win. I’ve had several engagements where I didn’t think I was the best choice for a prospect’s needs, but let them make that call. They went with me anyway and we were both happy with the results. You never know until you try!

• RELATED: 3 Things to Know About Success in Sales.

Option 3: If you can’t do it all, can you do part of it? Can you partner with a colleague or their in-house resources to do the rest? Part of the engagement is better than none of it. However, these partnerships need to be well established and vetted before suggesting them. And you always run the risk of your partner not meeting your or the client’s expectations. Ask yourself if you have the appetite for that kind of risk. But, remember, if you did walk away, you’d have nothing to risk…but nothing to gain, either. You miss 100% of the shots on goal that you don’t take.

Option 4: Separate necessities from desires. If it’s a pricing issue and you can’t do it for less, can you do less of it and still keep them happy? Part of your cost may be speed of delivery, value-added components or timing of launch or delivery. Engage in a thorough analytical discussion with the prospect to clearly define their ‘gotta haves’ and separate them from their ‘wanna haves’ or ‘like-ta haves.’ Now, can you handle the ‘gotta haves’ at a price that works for your needs and theirs?

Option 5: And, finally, be realistic. How thorough, accurate and practical are the requirements listed in the prospect’s RFP? They may be so unrealistic that no provider would be able to meet them and still make a profit. How accurately are you evaluating your own real capabilities compared to those requirements? You may be too self-critical. So, as mentioned above, clearly state your case and value proposition. Let the prospect decide how close you come to what is really needed and how you compare to the other providers in play.

• RELATED: Read more by Phil Stella.

So, add these strategies to your growing Sales Pitch Tool Kit and commit to trying some of them. And don’t tell me something won’t work unless you can tell me that it didn’t work. One may actually help you accomplish both your sales pitch goal…and objective.

Happy Pitching!

Phil Stella runs Effective Training & Communication, www.communicate-confidently.com, 440 449-0356, and empowers business leaders to reduce the pain with workplace communication. A popular trainer and executive coach on writing, communication styles and sales presentations, he is also on the Cleveland faculty of the Goldman Sachs 10,000 Small Businesses program.