Sometimes you need to be reminded of simple things that helped to make your business successful. Sometimes the reminder comes in harsh ways, like losing a customer because you weren't paying attention. Sometimes it just comes in a simple conversation with your wife.
Throughout my professional career, primarily in sales and marketing, I've prided myself on my ability to get things done with great attention to detail, for as the expression goes “the devil is in the details.” The anal part of me makes sure that the details get done right.
When we started INK & TONER USA, we followed a few fundamental guidelines for our business plan — keep start-up and overhead costs low, but don't compromise when it comes to product quality, service, store presentation, marketing, hiring of employees, and numerous other things, both big and small. Essentially, don't settle.
When we launched our training and licensing program in 2006, we took the time to build a superior training course and we created a program that we felt was reasonable and fair for our licensees. We put a great support program in place. And the feedback we get from those who have been through our program has been excellent. We didn't settle.
In October of last year our company van, a 2004 white Dodge Caravan, was stolen. We left it parked one night in front of the store, and the next day it was gone. The van was wrapped with INK & TONER USA signs and had other marketing messages all over it — “borderline obnoxious” was the objective that I gave to the sign company that did the work. So it amazed us that anyone would take it, but it was gone and never found.
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This article will be available online on 11/01/2008
