Reputation management is one of today’s hottest small-business topics. It’s the process of monitoring, managing and influencing what’s being said about your business online (especially in social media) in places like Facebook, Yelp, Twitter and blogs.
But your online reputation is an extension of your reputation in the real world – what I call your “Baseline Business Reputation” or BBR.
For many business owners, reputation has literally meant everything. It’s one area small firms have always felt they can beat out even the biggest competitors.
Key elements of reputation-building that business owners most-frequently cite include the human qualities of integrity, honesty, reliability and exceeding expectations. In addition, building trust and a good reputation requires that the business delivers good quality products and services, along with good value.
Here are ways to build your baseline business reputation:
• Build bottom-up credibility. Start by delivering what you promise. And the best way to do that is to first under-promise, and then over-deliver. A sure-fire reputation buster is to make claims or promises that aren’t met – in your advertising, in person, by your employees or in the hours you post but don’t keep. This means vastly more than posting a plaque on your window, wall or website touting membership in the local chamber of commerce, Better Business Bureau or your professional association.
• Deliver some R&R – as in “responsiveness” and “reliability.” To develop a good reputation for responsiveness, be a stickler for communication and resolve complaints quickly. If there’s a mistake or delay, own up to it and make extra effort to fix the problem quickly. An apology helps too. A complaining customer can become your biggest supporter if the complaint is resolved quickly and effectively. At the same time your baseline reputation benefits.
• Offer exceptional value. Customers and clients define value differently, so this can involve many different things. You might, for example, offer free service or product support for a period of time, or offer discounts and special perks to loyal customers. Providing something unexpected, such as a giveaway or free sample, is a good value- and reputation-building tactic. And paying attention to details – making sure a product is spotless on delivery, for example – scores big value and reputation points.
• Demonstrate tech proficiency. A business that uses antiquated technology will have a reputation as being, well, antiquated. These days, being tech and Internet savvy is critical to being perceived as competent and capable as a business. •
Daniel Kehrer can be reached at editor@bizbest.com.
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