How to ruin your business

A historic Santa Barbara music store that offers Rentals, Repairs, Band & Orchestral Instruments, Accessories, and In-Store Lessons, was recently sold to a new owner.

The company has multiple stores throughout California, and a savvy business professional would assume that the new owners knew what they were doing.

As a risk professional, I will explain what they are doing wrong, in the hopes that they are open minded enough to see their mistakes, learn from them and fix them.

1. The business has moved to a new building nearby.
Their Facebook page, still has the old store’s picture as a header. A lot of people go by, see that there is no store anymore and leave. Anyone ever think to at least update the Social Media pictures? Or add a sign ON the old business door directing customers to the new building?

2. It’s been more than 8 months now, and they still do not honor and name their music teachers. They posted recently about their “newest” guitar teacher, and have totally disrespected veteran teachers who have been teaching for this company for decades.

3. Their website does not even include all the instruments being taught.
It doesn’t take a genius to update a website that manages 6 stores! You are not the owners of thousands of stores! It’s not rocket science.

4. Once you have a plan, you should leave room for adjustments along the way. You’ll likely learn new information or find out what tactics work better than others. So don’t just stick with something based on some ideology that you think is working. It’s NOT!

5. Let each store work as one entity. You can’t have parents call for music lessons, only to talk to someone 70 miles away who has absolutely no idea what, where and how Santa Barbara is and works.

6. You can’t micromanage. You will end up losing your business.

7. Your worst failure, is when a customer enters your store, being used to royalty treatment, and come out saying: “UGH I will NEVER go to that store again!”

8. Respect the previous owner’s legacy! It’s not by chance that he created such a success.

And last but not least, RESPECT those who work for you. You DON’T know it all, and neither are you allowed to behave like you do!


Do you care about your business?

Are you a business owner who only cares about revenue?

If yes, you are not paying attention.
Always care about your customers and think ahead!
Are you collecting payments via your website? Are you using an external software to do so?
Don’t sit back and think you are safe because you have a “hefty” insurance policy.
Are you even interested in how your customers might be at risk through your inaction?

Example: You collect payments using your customers’ bank accounts ONLY.
Do you know that if your business gets attacked by ransomware or hackers you put your business AND your customers in danger?
Why should I trust your business if my bank account is out there?
Do you know that if your customers can pay with their credit/debit cards it makes it safer?

Because any card can be blocked and stopped with one click. If hackers have everyone’s bank account, HOW will you reimburse millions of dollars and still have your customers’ trust?

Wake up CEO’s
Take actions, be PROACTIVE and figure out every scenario that can endanger you and your client base!
Marketing, blasting emails left and right to gain more business if you DON’T have safety measures for every possible mishap, will not bring long term success!

Customer Support Risks

Stellar customer support will only help your brand and your company overall.

When your support team snaps at customers who go out of their way to be helpful, you only hurt your brand.

Example of a bad reply: Although we appreciate it, we didn’t ask for your help!

Really? This shows total disrespect to customers who try to help you.
Responses like this example, will make people eventually turn their backs and not care any longer.
Every brand relies on long term relationships and loyalty from its customers.

When you fight this loyalty by making people feel bad for helping you, you only show that your are in for proving you are right and everyone else wrong.

Know that you represent your Company’s ownership at all times.
Behave like professionals.
Be kind, communicate properly, clearly and with grace!

Want success? Then act accordingly!


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