focusing on your core business
When I first started quality.com.au, I fell into the trap of trying to be everything for everyone. We were a ‘feast and famine’ organisation – I ate baked beans one week, steak the next. Someone would ask if we could do something and I’d automatically say ‘Yes’ - even when I didn’t know how, as it wasn’t our core business. On the surface, that seemed pretty smart for a start-up. But it quickly became unsustainable. All the time I spent figuring out each new path was time lost in honing my skills in our key areas. I believe we’re still going strong after 31 years because we finally learnt to stay focused on our core business and developed subject-matter expertise.
Staying focused
Here’s a great metaphor about the challenge of staying focused and the opportunities it offers… Everyone likes to ride the crest of a new wave - to jump on their boards and ride the thrill. That wave crashes on the beach and runs up the shoreline, with everyone coasting on it. But then it rolls back out to sea. At that moment, you have to decide if you’re going to roll back out too and sit there, waiting for the next wave, or you’re going to stay on the shore and build something for yourself. Something that we started to observe - when those waves came and then washed back out to sea - was that all the traditional quality work was being left behind. Just sitting there like shells on the shoreline. So, we started to walk along and pick them up. We learned to focus on our core service, creating a business out of what others discarded when they were distracted by the next thrill ride.
Becoming subject-matter experts
In our industry, there are a number of standards that we work with. Quality ISO 9001 is the ‘original’ and most important one (yes it is). Then came standards with environment, safety, asset, risk, compliance, information security, and more to focus on. Many of our competitors started chasing these new areas, marketing themselves as experts and forgetting about their core business. But I’ve learned to keep my business focused on our core offering: quality. By maintaining our focus, we’ve been able to spend the time to gain the experience and knowledge to become the subject-matter experts in that space. There's no one better at quality management systems than myself and my team. Big call, I know. But I reckon it's true! This dedication also challenges us to continuously come up with innovative and better ways to serve our clients, rather than starting over with every new idea that floats by.
Building better relationships
There are other benefits to focusing on our core business too. An important one being the increased opportunity for us to build strong relationships with our clients. At quality.com.au, we offer clients a “walk before you run” scenario. We help them achieve results through the first and simpler process. In doing so, they gain confidence in themselves and their business experiences a boost in efficiency. After that success, we have a robust relationship from which to launch into the more challenging projects ahead.
Responding to non-core business
When a potential or existing client asks us to do something which is not our core business, our response depends on a few things. If their need isn’t directly related to our core service - or an area of growth we’re currently developing - then we refer them to someone else. In fact, one of the transformations that happened at quality.com.au, was me learning to say, “No, we don't do that, but let me put you in touch with someone who does.” Of course, the referral always has to be someone I personally know and trust, because our reputation is at stake and we take that very seriously. But if their request is relevant to our areas of service and we have a solid working relationship, then we explore the opportunity with them. In these cases, we’re always upfront and say, “I know we have a great working relationship, and you've asked me to do this… I actually have no direct experience but am willing to learn the process with you, if you’re interested.”
Believing in yourself
Having the clarity to say ‘No thanks’ to a potential client can feel very risky if you don’t completely believe in yourself and what your business offers. Developing this confidence comes with experience. And the more time you spend developing your subject-matter expertise, the sooner the results – and your confidence – develops!