When entrepreneurs and small businesses are starting out, they’re relying almost completely on the quality of their product and word of mouth. In the beginning, most people simply don’t have the monetary backing to bring in massive, scalable social media and search PPC campaigns. For some, this is discouraging. For others, however, this tiny, tiny scale is actually their greatest strength.
Today’s let’s take a look at how you can scale using, well, the unscalable.
Specifically, the strategies that aren’t practical when your audience or customer base reaches into the tens of thousands are exactly the types of tasks that can help you reach that volume. Let’s take a closer look:
If you ordered something from a website online, say, a competitor to Amazon but who had a certain product you wanted that Amazon didn’t, you’d probably expect that that interaction ended when you pressed the confirmation button.
You expect to receive a package with your item in it, and then, aside from perhaps a marketing communication or two, you’ll likely never hear from that company again.
Imagine for a second, however, that two weeks after receiving your item and having some time to use it, you get a letter in the mail with the same return address. It’s from the company you previously bought from, and it’s a handwritten card. In it, the CEO personally has written you a note saying how much it means that you ordered from them, and asking that you get in touch any time if you need help with your order, or have any questions, free of charge.
Doesn’t that make some impression? If you had to order something similar again, don’t you think at that point you’d know exactly where you were going to order it from? Might you even tell a friend or two about the experience?
These types of above and beyond actions may not be standard, but the companies who end up getting ahead often understand the value of ‘scaling the unscalable’. In your own business, whether it’s with 4 employees, 40 employees, or just you, make sure you are taking so-called unscalable tasks to their breaking point. The average person will get lazy, which means outsourcing a task as soon as they’re able to, or automating a process that used to be done manually and in a personal fashion. The brands that people truly remember, however, will work longer hours and put in the extra mile until there is literally not enough time in the day before they give up on an action that puts a smile on customers’ faces and turns them into brand ambassadors.
You don’t have to handwrite thank you cards, you don’t have to mail anything at all, but find your own special unscalable actions and make them a part of your routine. While everyone else if trying to offload tasks and take the easy way out as soon as they have the cash to do so, be the one who makes so much of an effort that working with you or buying from you simply becomes a given for your customers.