Salmon famously swim upstream to spawn and ensure the survival of their species. It’s a good metaphor for small business owners…go against the grain to ultimately prevail. Today’s business environment emphasizes the role of technology and doing things as fast as you can. But success may be found in eschewing technology in favor of some old-time practices and slowing certain things down. Being a contrarian is not limited to technology-related practices; it can be used in customer relations, dealing with employees, and, in general, making smart business decisions. Here are some ideas.
Human telephone response
Businesses—especially large ones—have virtually eliminated the human customer response, at least initially. There are lengthy phone menus, chat bots, or email-only options for customers to try to resolve issues before ever speaking with a person. The introduction of technology into customer service has been done in the name of efficiency and cost savings. But many customers are unhappy with these technology options and wish they could reach a human being to ask a question, lodge a complaint, or handle an issue.
Contrarian solution. Find ways to make it easier for your customers to get a human response. For example, use a virtual receptionist, such as Ruby.com, so customers can speak to a person. This is a cost-effective way for a small business to enable customers to connect to a human being.
FYI: When you want to skip the phone menu at a utility or large company, try GetHuman.com. This is a free site (you can put an app on your phone) that instructs you how to bypass a phone menu. I use it very often.
Communications with employees, customers, and others
Today, practically every communication with employees, customers and prospects, vendors, and others is email or text. Even the telephone is secondary. When you want to be clear about what you’re saying, an in-person conversation may be best because not only words but how they’re said can convey a lot of information. Zoom communications are a second-best, but better than not being able to see the person you’re speaking with. Also think of situations in which you want to eschew technology, such as giving a personal thank-you.
Contrarian solution: Arrange for in-person meetings when possible—at the office, out for coffee, or at any other suitable location. Write a thank you note or other personal letter in your own handwriting. The impact it will have on the recipient can be memorable.
Work schedules and meetings
During the pandemic, we all became accustomed to meeting online through Zoom, Skype, or other similar venues. For many businesses, remote work arrangements and online meetings have continued. ResumeBuilder found that 1 in 4 remote employees say working remotely has led to a decline in their social skills and that 1 in 5 remote workers report a decline in their mental health, largely due to isolation and lack of social connection. Is this something we want to continue?
Contrarian solution: Bring employees back to the workplace, at least on a semi-regular basis (e.g., 2-3 days a week). Hold meetings at your place of work rather than online. Better yet, cut back on the number of meetings (I don’t need to explain this one).
Employee benefits and rewards
Today’s business environment suggests that companies offer a menu of benefits. Things are put in writing and everything is done according to schedule. One benefit, for example, is paid sick leave, which is offered by more than three-quarters of companies in the U.S. But not all small businesses are part of this statistic. Even in places where paid sick leave is mandated, small businesses may be exempt.
Contrarian solution: I have long advocated for more generous time off when an employee is sick, with pay. Instead of the typical 2-week period of paid time off (PTO), maybe 3 weeks or longer is necessary. It’s been my experience that in small companies, each employee realizes how important they are and what a burden they place on their co-workers when they are out. As a result, if they need to use more than their allocated PTO because they are ill (or their child is ill), they should have it. If this option is abused, then maybe they shouldn’t continue on your payroll.
I’m also a fan of giving special…unscheduled…rewards to employees for standout performances. This can be anything from a special thank-you, to tickets for a sporting event, or even a cash bonus.
Final thought
“The most contrarian thing of all is not to oppose the crowd but to think for yourself.” ~ Peter Thiel, co-founder of PayPal and many other businesses
It’s a new year and a great time to re-think your business practices. Taking a contrarian view to some of them may be just the thing to shake things up and invigorate your company.
You can find additional information on business practices in this list of blogs.
