A smart business is alert to what is going on in their community and finds creative ways to use their talents and resources. Potential clients and suppliers know that a good business knows what is going on in their community and their industry. By showing that you can use your business in creative ways to help others you can showcase your talents in a very public way with lasting positive results.
Here's an example
If you have ever watched the
Holmes on Homes
TV show, then you've probably realized that getting a home renovation can end up being a nightmare. Mike Holmes created an instant career by identifying this problem publicly and finding ways to fix it, one home at a time. His show became very popular almost instantly because there are so many people that have had bad experiences.
So what can a smart business do to help?
Start with the small solutions that are already in place and help make them accessible through your smart business practices.
If you've ever watched the show, then you've heard Mike Holmes say that it's important to get the right permits for all of the jobs done. As he puts it, it's the best protection you have to ensure that the work is done properly.
Not my problem.
That's what a business would typically say, right? "That's the homeowner's job. Not mine."
Or, "That's the government's problem. Not mine."
It's yet another variation of the "not my department" response.
But in fact, there are lots of opportunities to help fix a social problem AND help your business too.
In this example, the biggest and most natural advantage will naturally flow to businesses that support the construction and renovation business. But other businesses could also benefit too, just by using some imagination and understanding of your company's strengths.
Here's some ideas to get you started
What trades people and other businesses can do:
Provide a link on all renovation and product related websites to the page for building permits. For example,
City of Toronto Building Permits.
This link should appear on every website for hardware stores and any retailer (wholesale and public) that sells renovation material, especially the majors: Home Depot, Rona, Home Hardware, Pro Hardware, etc. In fact, consider repeating this link wherever there is a product sold that is geared to renovation projects.
Another good link is the
Mike Holmes website.
That would be another great way to promote the concept of good quality construction and renovations.
A smart business could include these 2 links on every flyer and written marketing material produced by the retail outlet. The constant reminder on paper will help customers, tradespeople and potential renovators to do things right. It may also result in more sales.
A smart business could also print out the actual application form and provide them throughout retail locations. The applications could be available in a central information area, and also right beside key products used in renovations, ie. drywall, plumbing and electrical, furnace equipment, etc. Even better if the forms are topped by a sign saying something like, "Did you know that a building permit is required to ..... For your convenience, here's the form you need to complete". It will make the retailer look good and emphasize the requirements to professionals and homeowners alike.
Retailers can also make the permit application forms available at checkout counters and train cashiers to ask whether the building form has already been completed, or whether they would like a free form now. (hint, hint)
A retailer could also go the extra mile and train their staff on how to properly complete the forms, and encourage customers to use them. 'Floating' staff throughout the store can simply ask people buying the key reno materials if they need help in completion of the building permit application form. To be really impressive, why not develop in-store training for clients (and staff) and / or develop booklets to help people understand use and completion of permits - as well as the full approval process.
A smart business that is really committed to being a visible part of the community can also forge a formal relationship with the municipality or region.
For instance, in Toronto, building permits are currently 'sold' only through the City of Toronto, and requires an in person visit to a restricted set of locations, perhaps not easily accessible. Progressive retailers could / should be selling permits throughout retail locations. To be really impressive, businesses could provide computer terminals and / or staff to complete and submit the forms online.
These are just some of smart random acts that can be taken to proactively address a problem in the community in a creative way. Not only do these kinds of action make the business look good, it also will help make the world a better place.
And that's a smart thing.
If you would like help on finding other smart random acts that your business can take, please
contact our smart business.
We'll be happy to provide consulting service to your smart business.
