You think you are ready to tell the world who you are and what you do. Articles I've shared here lately about sales funnels, branding and communications have helped you fine-tune your launch. Heads up: you need to understand you aren’t there yet.
Are you ready to respond to demand? What if you have too many inquiries and are overextended? Is there a way out if you have product just sitting in your storeroom because it isn’t moving like you hoped?
The method behind your madness goes well beyond planning. Infrastructure is the typically unseen make-or-break skeleton that lifts you toward success. You can’t grow if you can’t meet demand, but if you don’t spend valuable time early, your reputation and brand likely will suffer greatly.
Sure, you can spend time and create a coastal restoration infrastructure plan (but watch the live link doesn’t end up saying “ilovepdf” like this one) that names features that need extra support and why, with prioritization of projects.
Or, there could be a third party infrastructure review like our nation recently had completed for homeland security (and really our weaknesses, to show where someone or some entity really missed the ball)
Somehow, your fabulous design for end-to-end control fails due to reliance on a supposed expert internal opinion that online sales won’t change your business model (because you never saw brick-less stores as a threat).
If you aren’t asking the right questions, you have a self-made obstacle that wasn’t a problem (i.e. the mountain out of a molehill syndrome) instead of solving the consumer’s dilemma.
The best course of action is thinking through your own business model before you launch new options, so search for the obtuse “then a miracle happens” moment in your plan. This is what you need to fix before irate customers show you it’s broken.
- Use tools that make life simple(r) - also known as operations. In days gone by, having a watch was critical for on-time customer delivery. Now, it’s knowing when the shipment is picked, packed, leaves, transports and arrives. Use software systems that track things that need monitored or keep other things secure (literally e-lock/e-key or encryption), but don’t let them run the show alone. Sometimes software is called IP architecture, but it’s still infrastructure to your business. Invest in programs that are customer-facing so your brand’s touch is personalized.
- Have backups of life support systems - call this process management. This may be telephone lines for other area codes (Katrina taught me to always have a backup with another city area code; they get through when power goes out); perhaps it’s having multiple internet services (even in the same location, hiccups don’t run through all routers) or off-site e-storage for files (some states require this if you are a government contractor/supplier)—the point is that one is never enough and it’s easily readied before the crisis that will inevitably come.
- People power is priceless - the value of humanity. If you don’t have someone to answer that email or take the client call, everything else is meaningless. I suspect not a single person reading this article has always had glowing success with every customer service interaction. Use your own experience with flaws in other businesses to ensure you have backup to help with calls if there’s a snowstorm and staff get stuck (even if it’s a retired neighbor woman with your cell phone to answer the phone to say you’re in a meeting and will call back). Be creative!
No matter what line of business or service, everyone can improve. There is no replacement for smart human to human interaction. Your infrastructure is a significant component of your in-house communication process. Just as with your words, your success depends on the structure’s thoughtfulness and inclusiveness; context and timeframe influence perspectives through all areas of business (as well as government).
There’s a reason you don’t skip rungs on a ladder. It applies in business functions, too.
Heather M. Hilliard is Principal and Chief Strategist for R. Roan Enterprises, LLC, a professional services consulting firm supporting businesses in pointed areas of expertise as well as with individuals for targeted projects or career development. For more articles like these, visit her posts on LinkedIn or on G+.
#seizetheday, #makeithappen
