I’ve looked at a number of small business award winners to determine if they had common characteristics that might contribute to their success.  I did find some commonality in a number of areas.  If you incorporate some of these characteristics into your business they might help you excel too!

Clear View of Mission – The businesses had a clear view of what their mission was, it was stated on business literature (one business had it on the back of their business card).  All employees knew the mission, embraced it, and projected it to customers. 

Professional Image – The winners all maintained a professional image that encompassed their “look,” their attitudes, and their actions.  Employees dressed professionally, in many service businesses there was a corporate uniform or at least a corporate outfit that displayed the company name.  Employees had name tags in office and retail businesses, and photo ID cards in service-based ones.  Phones were answered by an individual, not a machine, and a consistent phone script was followed.  Instead of placing callers on hold for an indeterminate period of time, they were asked, “Your party is on another call, may I have a number where they can call you back in the next 15 minutes?”  (If you do this make sure that calls ARE returned in the specified time!)  All company materials as well as the web page had a consistent graphic theme and uniform use of the business’s logo.  The business environment was professional as well, neat and organized.  Auto repair shops had brightly painted clean floors, tools were all in racks or boxes, no loose parts or waste were left laying about.  Offices had clean desks, no piles of paper, or confidential client information left in the open.  If any music was playing, it was appropriate to the customer mix and playing softly.

“*” Friendly Business – The asterisk depended on the business, but in general they were thinking of customer demographics in doing this.  Some places were dog friendly and had a watering bowl outside or allowed pets in.  Some were children friendly (attorney with child play area to entertain children while parents met with attorney).  Some places were “dragged along spouse” friendly (dress store with magazines, coffee and television area to entertain guys while women shopped).  The key is to know the demographics of your customer (shops with pets / children / spouse) and provide what is needed for a comfortable shopping experience.

Feel-Good Attitude – Customers felt welcomed, many were by name or at least recognized as they entered.  Employees smiled a lot and were upbeat, exuding an optimistic attitude (“The grasses will sure look green after all this rain,” rather than, “Today is the third dismal rainy day in a row.”  Customers want to feel important, needed or appreciated, and “there” as a person (not ignored or treated indifferently).  The same can be said of employees, YOU as the business owner need to make them feel important, needed or appreciated and “there.”  They will tend to treat customers as they are treated, so set an example by how you treat your employees.

Customer Surveys – The businesses used various methods from post-sale feedback cards to e-mail surveys to obtain information from the customer about how they were treated, and what the business could do in the future to serve the customer better.  If you can determine what it takes to make a one-time customer a repeat customer, and a repeat customer a referrer of business to you, you have the essence of a growth strategy.

Community Involvement – Winning businesses were active in their community, sponsoring local civic events and school activities.  From the simple placing of a charity collection jar on their counter, to providing uniforms for a school sport, to donating cash or door prizes to civic events, they were all active to the point of being a recognizable name in the community.

Advisory Boards – The businesses used advisory boards composed of employees, customers, other business owners, and outside experts to periodically review operations and provide ideas for improvements.

While there are other commonalities among winning businesses, these are the most frequent ones I observed.  While doing any or all of the above does not guarantee that you will be a “winner,” they will put you in good company and may help your business grow and prosper.