Travelling overseas the past few weeks gave me an opportunity to experience many different ways that people ‘do business’. While some differences were simply cultural differences that I was more than happy to roll with, other differences were great examples of ‘what not to do’!

One of the places we visited was a theme park, which upon entry, provided us with a glossy, comprehensive looking map so that we could find our way around. It was available in English as well as a number of other languages: so far, so good!

Unfortunately the map was not only difficult to understand, it actually made navigation around the park harder, not easier. So we decided to ignore the map and follow the signs around the park to get to the attractions we wanted to see. That worked well until we got to a junction and there was no sign telling us where to go next!

What was obvious to me was that the management of the park had not taken the time to assess their maps and signage from a newcomer’s point of view. It made perfect sense to them because they were familiar with the layout of the park.

This got me thinking: how often in your business do you make assumptions? Do you have a Frequently Asked Questions section on your website that answers all your customer queries? Do you provide basic information about the services you offer? Do you give clear instructions for first time visitors?

It might be time to assess your marketing materials (including signage, forms and other materials that customers interact with) to ensure that you are helping your customers rather than hindering them.

Michelle Grice writes a weekly column for business women in The Western Weekender

Most of us know that to succeed in business we need to find a niche. But often other factors take precedence. Many women start a business to work around family commitments, and so choose an industry that is conducive to that, rather than researching possible directions. But finding a niche is essential to long term success.

But how do we do that? What does ‘finding your niche’ look like?

Recently I had lunch at a new local restaurant. When I arrived at the restaurant it was immediately obvious to me that this business has found their niche. It was not that they are doing any one thing that makes them stand out from other restaurants. But they have worked hard to pull together a number of small, but meaningful aspects that combined, are establishing them as a memorable eatery.

What stood out to me was that the business owners have done their research. They have responded to what they know their local community enjoys. A key factor in their success seems to be the experience they provide for people: they have a great ambience, the food is upmarket yet not overpriced and staff are friendly and interested.

As you can see by this example, ‘finding your niche’ does not necessarily mean finding one unique product or service. Your niche can be a combination of tried and true factors. If you are still not sure how to find your niche, just start doing one area exceptionally well. Simply by doing that you will begin rising above all the other businesses who are content to keep doing what they’ve always done.

Michelle Grice writes a weekly column for business women in The Western Weekender

I was driving through Penrith last week and noticed a business van in front of me. What made me notice the van was that the phone number was without a ‘9’ at the beginning of it. Although a ‘minor’ thing, this immediately told me that it had been a very long time since this business vehicle had been upgraded.

More importantly, it told me that this business does not have attention to detail. The older vehicle would not be an issue (assuming that it functions well and looks presentable). But the fact that they had not bothered to invest in some new signage on their car gave me a negative first impression of their business. If they haven’t updated their signage, what else is out dated? If they are not concerned about how their business presents (that is, their image or branding) then do they really care about their customers?

Those questions are assumptions. But they are assumptions that I wouldn’t want anyone making about my business. No matter what industry or sector your business is in, first impressions count. Your business should exude professionalism and first rate customer service. And everything that your customers see or hear about your business should show them exactly that.

The van with the outdated phone number might be an amazing business. But personally, there is no chance of me becoming a customer of theirs based on my first impression. It is always worth regularly checking over your branding – or better still, getting someone objective to look at your business with fresh eyes. And if you need some sprucing up, make sure you get it done quicker than the van without the number nine!

Michelle Grice writes a weekly column for business women in The Western Weekender

Up until a few years ago I would have told you I was an extrovert. And most of my friends and family would have told you the same. Now I realise that it was more a case of thinking that I must be an extrovert because I’m not particularly shy, I like pushing boundaries, and so on.

I have come to learn that not only do most people sit somewhere in the middle (i.e. there are few true introverts and extroverts), but that the terms refer to how you respond to the world. Introversion is not the same as shyness – Carol Jung (the Swiss psychiatrist who coined the terms) described introverts as people who tend to find social interactions tiring and are energised by time alone rather than in groups.

It now makes a whole lot more sense to me why I struggled with self-promotion when I first started out. At networking events, for example, it seemed essential to make sure that as many people as possible knew who I was (because that’s what I observed the extroverts doing), but ‘working the room’ always felt false and very uncomfortable for me. Instead, over time, I have used my introvert attributes to build relationships with a smaller number of people – the old adage of quality over quantity seemed to work well. This has resulted in both long term clients and quality word of mouth referrals.

If I had continued to try to ‘be an extrovert’ in business, I am sure I would have quit long ago. But embracing my ‘introversion’ and realising that it is an asset, not a liability, has been of utmost importance to my business journey.

Michelle Grice writes a weekly column for business women in The Western Weekender

Is it possible to keep your customers satisfied all the time? You may work in a particularly complex industry and scoff at such a question! Surely there is no way to keep a 100% customer satisfaction rate.

But why not? If you can honestly say that you aim for each of the following actions, you may find the satisfaction rate of your customers increases exponentially:

1. Fast response is paramount. Surprise your customers by getting back to them within an hour (rather than 24 hours) - and not responding at all is simply not an option! Even if you don’t have the answer, reply to let them know you are working in it. This is such a simple one, but it never cease to amaze me how often businesses are not doing it!
2. Offer solutions and choices. Particularly when a customer comes to you with a complaint, this gives them reassurance and helps them to feel included in resolving the issue.
3. Astound your customers. Don’t just ‘satisfy’ them, but do something well beyond what they expect. This will turn your customers into raving fans and they will remain long term customers. Weave these ‘extras’ into your every day procedures and your business will soon an enviable reputation.
4. Offer compensation. Wherever possible, offer a small compensation for ‘inconvenience caused’ or ‘for their understanding’. Most people are reasonable and you can turn an annoyed customer into one who appreciates when circumstances were out of your control. So often it is the way the process is handled that far outweighs the issue.

Michelle Grice writes a weekly column for business women in The Western Weekender

Last weekend we took our kids to Westfield Penrith to see the Lego Master Builders, who were building giant figures of Darth Vader and Yoda. The really great thing about this event was that kids (and adults!) were able to build the small ‘bricks’ that would become part of the giant structure.

If we were at home and I asked my kids to build plain old boring bricks, I doubt they would have been enthused! But because they could see that the small black bricks they were making would soon become part of Darth Vader, they were highly motivated.

I couldn’t help but see this as a fantastic analogy for managing staff. Each staff member under your employ is essentially a ‘brick builder’. They are contributing to the bigger picture of your business. But if they have no concept of what they are working towards, they are unlikely to complete their work with enthusiasm and productivity is likely to be much lower.

To paraphrase a popular saying, “If you are a leader and no one is following you, you are just a woman on a walk”. Meaning, in order to lead people in your team, you need to show them the big picture and their part in achieving it.

In addition, for you as an employer, it is a good lesson in how essential your staff are to your business. The ‘Master Builders’ could not have built their giant structures without the smaller bricks being supplied – and so it is with your staff: without them, your business will not succeed. So bring them along on the journey. And remember: “Everything is awesome. Everything is cool when you’re part of a team....” !

Michelle Grice writes a weekly column for business women in The Western Weekender

Many businesses, whether they are new or been established for a number of years, are committing mistakes that can easily be avoided. Sometimes we are so used to getting the job done that we don’t stop to realise that some aspects need to be evaluated.

One of the top mistakes is not having a niche. So many of us think that if we are ‘all things to all people’ or if we say “yes” to anything our customers ask of us, that we will create more wealth. After all, the wider our target, surely the larger our profit, right? Wrong. It’s been said that if everyone can use your product, no one will. You need to find a niche and focus on doing that one thing exceptionally well. Become a specialist and stay focused.

Another common mistake is expecting a short term gain. The first few months (and sometimes years) can bring pressure to earn money, which in turn can make you come across as desperate (“I really need this sale!”). But your focus should be on building long term relationships with your customers which will sustain your business in the long term.

And finally, many business owners are guilty of not knowing their numbers. You must keep regular tabs on profit, know your costs, how much money it costs you to run your business each month and so on. You also need to generate regular reports on your numbers, so that you can make sensible and realistic decisions about the next steps for your business. This is not to say that you shouldn’t take some risks, but these should be calculated risks based on research of your own financial situation.

Michelle Grice writes a weekly column for business women in The Western Weekender

One of the earliest pieces of advice I was given when starting my own business was to ‘be myself’. I think it is still the best advice I have ever received. Too often I meet people in business who are obviously trying to be something, or someone, they are not. They are trying to emulate their competition, or be who they think people want them to be. But no one can sustain this for long. The only way to succeed in business is to be genuine.

In almost every industry, there is a level of trust that must be achieved before a customer will engage with you, and more importantly, continue to engage with you. Much of that trust ultimately comes down to the strength of your character. Every person you meet, whether they realise it or not, are looking to see if you are genuine.

When you communicate with someone (in person or otherwise), your reputation is established by what you say and by what you do. Brilliant branding and a fantastic mission statement mean nothing if it is not also backed up by a genuine connection. Much of this comes down to caring: when you care about your customers, they feel respected and valued, and will come back for more.

Being genuine is also about creating a strong reputation and credibility. To be credible, you have to consistently reflect your values and principles – if you are attempting to emulate someone else’s values, it will soon become obvious to others that you are not the ‘real deal’. ‘Being yourself’ not only becomes the simpler and ‘easier’ option, it is also the best way to build a business with a solid foundation.

Michelle Grice writes a weekly column for business women in The Western Weekender

As someone with a home office, I enjoy immensely the clothing benefits that accompany it. I can wear jeans most days and when it’s cold I can wear my ugg boots and no-one knows! But is the way we dress REALLY that important?

As much as we might want our expertise, skills and confidence to be the first thing that people notice, it is the way we dress when we are around clients, potential clients and other stakeholders that creates 90% of the first impression. And this varies for each business. It would not be appropriate for a tradesperson to arrive for a job wearing a suit. But arriving at my house with a branded polo shirt or t-shirt and clean attire will go a long way to projecting a professional image and promoting trust. Conversely, a solicitor wearing jeans and a midriff top is not likely to inspire me with confidence. And although slick talking and a winning smile may help to change my initial impression, why create a barrier? It is important to dress appropriately both for your industry and client base.

Some may argue that dressing in the way that people expect can also mean that you are not creating a particularly memorable impression – you look the same as everyone else in your industry. There is definitely room for self-expression: for example, you might be known as the person who always wears red shoes. But if you approach your dress sense in a "what you see is what you get" style, it may come across as idiosyncratic, rather than unique. Your boot-scootin’ gear might be awesome for the weekend, but not necessarily appropriate for projecting the brand of your business.

Michelle Grice writes a weekly column for business women in The Western Weekender

This morning on my Facebook newsfeed, the following sponsored post appeared: “Would you keep working if you won $15 Million?”. For many people in the workforce, I think the answer to this would be a resounding ‘yes’. But is that true for you as a business owner?

Your answer to that question comes back to the reasons why you are a business owner. If your reasons are purely to earn money or ‘get rich’, then I would imagine you would most likely quit working if you won $15 million. But many business owners established their businesses for reasons besides just making money – and I wonder if many of them would answer ‘no’ and want to continue working.

Personally, I would keep working – although the capacity of that work and what work I undertake would be likely to change dramatically! Winning a large sum of money would provide me with an enormous scope of choices around how I spend my time and the enterprises I could establish.

But as I thought about this question more, I realised that it is a great evaluative tool. If answering this question brings to light the things that you would REALLY rather be doing, perhaps it is time to challenge yourself as to why you are not aiming for more of those things now. As we hear time and again, life is short. So you need to ask yourself: am I focusing on the things that are important? Or am I waiting for the big lottery win before I change my focus and priorities?

Michelle Grice writes a weekly column for business women in The Western Weekender

So you’ve been running your business by the old saying ‘the customer is always right’. This might be appropriate in the realm of customer service – although even then, there are limitations to this. But in the area of future planning, your business will benefit greatly from NOT listening to your customers.

Many business owners consult a range of stakeholders when making decisions about the future of their business. While this may elicit some useful information, this is where another old saying comes into play: ‘they don’t know what they don’t know’.

For example, if you surveyed your customers asking them what improvements could be made to your business, their responses are going to be limited to their experience of your business (or industry). If they are happy with your level of service, they are likely to say ‘no improvements required, we love XYZ business just the way it is’. This doesn’t help you to grow and improve, and it gives your competitors a much greater opportunity to move ahead in leaps and bounds.

Imagine if, instead of asking your customers what they wanted, you had a vision for ways that your business could be done differently (and better). Even at this point, if you consulted your customers about these new ideas, they are unlikely to see the value or need: they don’t know what they don’t know.

Ultra successful businesses are those who lead their industries and invest resources and brainpower into innovative and new ways of doing things. Continue to ask your customers to let you know when something isn’t working and what will make them happy. But don’t rely on them to dictate your future goals and direction.

Michelle Grice writes a weekly column for business women in The Western Weekender

Did you know there’s more than one type of “business woman”? Oh you did? Unfortunately, many business women encounter attitudes and reactions based on some fairly tired stereotypes and generalisations.

Here are some of them:

• All business women have children and juggle their business around their children
• Business women operate on intuition and ‘gut feelings’ to make decisions
• Business women are ‘soft’ when it comes to dealing with difficult clients
• Business women are no good at sales because they are too sympathetic with the potential buyer
• Business women are no good with financials or information technology

So what’s wrong with these assumptions? We all know that stereotypes come from ‘somewhere’– that is, they are generally based on a proportion of business women fitting these characteristics.

 The problem is not whether there’s any truth to these generalisations for each business woman. The problem is when the people they encounter make judgements or decisions based on those assumptions, particularly when there is a negative impact.

Most business women that I know do two important things:

1. They embrace the stereotype if it’s relevant to them and positive for their business (eg my gut feelings are often a much better indication of a good decision than a seemingly ‘logical’ argument!) 
2. They ignore and rise above any stereotypes that would otherwise be harmful for them and the perception of their business.

If you are NOT a female business owner and you are reading this, consider that the stereotypes you may have about business women may not only be unfair on them, but you are most likely missing out on their expertise and skills if you make incorrect assumptions. And to my fellow women in business: you know who you are and what your strengths are – use them!

Michelle Grice writes a weekly column for business women in The Western Weekender