Additions May Subtract

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-885911.mp3

02-10-2010: Additions May Subtract, by John Malmo.

Memphis, TN – Years ago, I had a customer who ran a chain of four-hundred auto tune-up stores. To increase volume, he decided to keep all stores open an extra hour. I recall specifically our conversation about the difficulty of delivering the same quality service in that additional hour as the stores did for the rest of the day: employees can't be expected to be as effective that extra hour. And, when they aren't, it jeopardizes the brand's reputation.

Along those same lines, service companies should be very careful about adding additional services. Especially in home service companies, adding a new service like adding another hour to the workday can backfire.

Say you're a plumbing firm, and you decide to add electrical services. Or a lawn service company and you add landscaping. The first thing you'll do is try to get existing customers to buy your new service. And probably a lot will.

The danger is that they will expect the same quality from your new service as the old. If you can't deliver, you'll not only lose their electrical business, they'll find a new plumber, too.

Before you add anythingnew an extra hour, an extra service, whatever be absolutely sure you can deliver with quality equal to your existing business. Or your addition may become a subtraction.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com.