How to effectively manage change in a Small Business

How to effectively manage change in a Small Business

To survive in the fast-changing business environment, and keep ahead of competition, every company – big or small needs be constantly evolving. It has to adapt to the changing market, customer tastes, technologies and a host of other things. Bigger organisations tend to have specific teams or departments dedicated to handling change and enforcing it, or hire external consultants. In the case of small businesses there in so scope for a dedicated team, or the resources to hire consultants from outside. It all comes down to the owner or at best a few senior level managers to strategise and implement change. If you have to implement changes in your small business—be it big or small changes—it can be quite stressful for you and your team. By understanding the process of managing change you can be prepared and even avoid the typical issues from cropping up. This will greatly help in making the transition a lot smoother. According to the Change Management Learning Centre, the process for managing change is a three-stage process: preparation, managing and reinforcing.The following should serve as a guide in managing change:1. Purpose – What is the purpose of implementing change? What are you trying to accomplish and what are the benefits for your business? These questions need to be answered and understood thoroughly. This first step is fundamental as it provides a foundation for further action. 2.Time Frame – Managing change is an ongoing process. It is not as simple as planning the change, implementing it and then enforcing the change with yourself and your employees. It is human nature to be slightly afraid of change, so you need to prepare yourself and your employees as far in advance as possible. Once you start to implement the change, you need to continue to monitor that the employees are abiding by the new company policies and the effectiveness of the change. As you assess the change, you also need to be flexible in knowing that you may have to refine the changes to make it better continually. 3.Buy-in From All Levels – Once you are convinced of the need for change, you then have to get buy-in from all levels of your business. Typically, buy-in starts at the top and trickles down to the bottom of the organization, or across the organization, depending on the hierarchy of your business. This is why understanding the reason for the change and how it benefits the business is imperative. Convincing other people in your business to accept the change is so much easier when you believe in it and can persuade other people to see the benefits. 4.Expert Insight – Peter Drucker is a change management expert and the author of “The New Society of Organizations.” Drucker states that knowledge is the key to running a competitive business. Acquiring knowledge requires the employees in the business to constantly upgrade their skills. He also says managing the change process requires all workers to be on board to make the changes that can bring the business to a more productive level and ultimately give the company a competitive edge. 5.Training and Inclusion – It’s important that appropriate training be given to employees to ensure the implementation of change is effective. If necessary professionals from outside should be hired to impart the requisite skills. Your employees can evolve and be an effective part of the change only if they have the required knowledge, tools and skills.The whole process of change – planning, implementing, enforcing and monitoring; can be managed efficiently when done right.

E-mail Marketing Tips`

An often over looked marketing strategy is e-mail marketing. Researchers predict e-mail promotions can boost customer acquisition by 7 percent a year and increase sales. E-mail campaigns are almost as effective as organic searches for driving audiences to brands. E-mail marketing is a cost-effective and powerful tool for small businesses to win more clients, and keep in touch with existing customers. Anyone who has ever shared an e-mail address with you at some point is much more likely to convert into a customer (if he or she hasn’t already) than someone who has never had an interaction with your business at all. Having an established mailing list and consistent frequency allows businesses to gauge what strategy and messaging works best. Before creating an e-mail marketing campaign, here are some valuable tips that will help you make optimum use of this strategy: 1.Creating and managing the list – The first step in this process is to create a list of existing or potential clients to mail. The easiest way is to have a form on your website/at your physical establishment where people can enter their e-mail addresses and some additional basic information. Use every opportunity possible to build your list: events, web pages, blogs, conferences, point of sale—whatever is most relevant and available. To get people to provide you with their e-mail addresses, you have to offer something that they find beneficial – tips, sales discounts etc. It may seem that having a large number of subscribers and e-mailing all of them is a good strategy, but not necessarily. It’s far more effective to contact the right people, i.e. those would be interested in hearing what you have to say. Segment your list to be relevant and effective. Different people may have signed up to receive your newsletters for different reasons. For instance, existing customers and potential clients, the communication to both groups will differ. Edit your content accordingly to ensure that it is customised to meet the requirements of the various segments. 2.Quality and effective content – Your e-mail campaign is only as good as the content. Publish content that is of value to the recipient or else your e-mails are bound to get ignored. If people have signed up for your newsletters, they are looking for information that is of use to them, and not to be spammed. You don’t want your frequent e-mails with irrelevant content to be ignored and finally unsubscribed to. Also, make sure your e-mails are well written and have a personal touch. E-mails that sound automated are bound to be considered as spam. What are the best possible elements of an effective e-mail promotion?According to research, there are optimal numbers of images and lines of text small businesses should include in e-mail marketing campaigns to optimize their click-through rates. The numbers vary by industry, but on an average 20 lines and three images per e-mail are recommended as a good standard for optimal click-through rates in an e-mail promotion. 3.Timing and Consistency – Research reveals that not all times are good to send an e-mail blast. Get an idea of the appropriate time to send out e-mails, depending on whether it is work related or personal. This small step could make all the difference and lead to higher conversion rates. Usually, people check their work e-mails first thing in the morning and/or around lunch time on weekdays. For business to consumer e-mails, post 5 pm on weekdays and over the weekends are the best times. Once you have a schedule in place, stick to it and be consistent. You don’t want to come across as irregular and unreliable. 4.Mobile responsive e-mails – As mentioned in our previous blog post, being mobile friendly in your online communication is extremely important. You should be able to reach people when they are on the go, so you can stay top of mind. Mobile responsive e-mails ensure that despite the device, your e-mails are being viewed properly. Test your e-mail in different e-mail clients and devices because you want to make sure it looks good in a variety of clients, browsers, and mobile devices, and the message is not distorted or lost.Email marketing is extremely powerful, when done right. It is a great way to increase your productivity and efficiency when communicating with your leads and clients. Follow the simple rules mentioned above and you are bound to see success.