an assignment, and beyond to the invoicing stage. How does
your business handle each step? Will you have a voice-mail
system or a personal response?
I was dragged kicking and screaming by my fellow coworkers
when they suggested a voice-mail system for Port Authority.
I always wanted a personal touch. We have had voice mail for
quite a while and it works well. The lack of a personal touch is
addressed by our message, which is warm and friendly.
Look at your estimating procedures. Are they timely? Are
your estimates clear and do you follow up with a phone call
while being careful not to hound? When clients come for a
shoot, how do you keep them happy? If you work long distance
via e-mail, do you have a secure site? Is it a smooth and easy
process for the client?
Look at every area and make sure that all of your employ-
ees, full time and freelance, clearly understand how you service
your clients and what your expectations of them are.
If you find that your company needs internal structure in
regard to service, consider creating a list of service goals.
I often work with creative firms who are looking to develop
value from the inside out; your small business is no different.
We create positioning statements, mission statements, and a list
of service goals. This can be your first step in developing real
service value.
As I write all of this I keep hearing a little voice that says
none of this matters without a commitment to building a busi-
ness of value.
And it’s so true. You need to have a burning drive and
desire to succeed at delivering value to your clients. The end
product of your efforts will look and feel different than any
other competitive business. Develop your own set of service
goals.
Finally, be committed to having a company that consistently
offers a clear visual style and great service to all clients, thus
allowing you to be the best creative supplier that your clients
have ever worked with!CHAPTER5 / SUCCESS ORFAILURE: IT’SALL ABOUTVALUEChapter 05.qxd 6/25/07 7:10 AM Page 33