Consider this statistic from B2B Marketing: “54 percent of B2B buyers begin their buying process with informal research about business problems; nearly 80 percent of the time spent researching is done online.”
In other words, a small business website better do its job, right? Unfortunately, too many aren’t.
In One Small Step Can Change Your Life: The Kaizen Way, author Robert Maurer told the story of an employee who saw his metal shop coworkers throwing out scrap metal. When the company posted a suggestion box with a simple question, the worker submitted one to sell the scraps. The company implemented the idea and found an easy way to get more cash.
I bought a product at a store that I visit about once a year. The store is pricey, but has unique products that I can’t find anywhere else. It’s not far, but it’s not as close as its competitors. While there, I always pick up pop snacks. They’re tasty and you get a big bang for the munch in a single pop.
On this visit, I brought home a few flavors. All of them were their tasty, crunchy selves except one. Every bite lacked crunch as if it was past its sell-by date. (It wasn’t.) And both bags of the same flavor had the problem. Considering all the other flavors were good and it was the first time I had experienced this, I emailed the store.