Tightrope: Communication is key in starting a business
— -- Dear Gladys,
I wonder if you could give me some advice. I am a high school history teacher, and I enjoy my work. But, more than anything, I want to have my own business. I want to own a restaurant. I love to cook, and I get great joy from cooking for others. And, I constantly get compliments on my meals. The problem is that I have no qualifications nor do I know how to get started. -- D.P.
There are many ways to approach starting a business, and there are just as many books and websites that can give you technical advice and support. But keep in mind that these things are just part of what makes a business work.
Another important part to making a business work is the ability to communicate effectively. Communication is a word that is tossed around frequently in both conversations and books. Understanding what it means and practicing it are vital to the growth of your business.
Communication is about making a connection with your customer. And, listening plays a key role in that connection, and is often overlooked. Develop the ability to "listen" to your inner voice, and above all, listen closely to your customers. Listen to what they say and what they don't say.
Here's an example of what I mean.
In pre-Starbucks days, I met a man who owned a coffeehouse that opened for business at 10 a.m., because it was convenient for him. He claimed that he set his store hours based on when the stores around him opened. He called me because his business had never made a profit and rarely experienced a break-even month.
"My coffee is the best, and I make the pastries myself from the best ingredients," he said. "Why is it that more people can't see that?"
I asked him what made him start his company. He said, "It has been my lifelong dream to bake the best pastries and serve the best coffees to people."
I suggested he might try opening by 7 a.m. He told me when you offer the best, people will appreciate it any time, and opening three hours earlier would not make that much difference.
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