Clients
Jan the Specialist (name chosen at random) set up a paving company a good few years ago. In fact, he has been securing local contracts right from the start of his business career. Jan has already met many clients – today he is wondering what really drives them when deciding to choose his services. Customer purchasing
behaviour is the subject of much discussion. For some, the deciding factor will be the price of the services; for others, it will be quality. Some will choose your company because you guarantee professionalism, whilst others will choose you on a whim. Have you ever wondered which criterion prevails in your case? Why do you keep adding new items to your order list, or conversely – are you looking for ways to attract new customers out of necessity? Think about what the strength of your business is. Think about what your company is known for and what its main asset is. Perhaps it is the speed at which you complete jobs, a wide range of product solutions with which you can surprise the customer, or unrivalled quality?
Competition
Mr Andrzej owns a paving company that has been operating in the town of X for a long time. It is the only firm of its kind in the immediate vicinity, which is why Mr Andrzej is always confident about his position. He feels as though he has a monopoly on his services. To his surprise, a team of young professionals – pavers – has appeared in ‘his territory’, delighting their clients with an innovative approach to laying paving. The young team uses modern equipment and creates projects that Mr Andrzej has only ever seen in catalogues.
Do you think this is a situation where you might feel “threatened”? Are these talented young people thriving in your environment, and do you feel they are a step ahead of you? Don’t worry, you can keep up with them if you take a leaf out of your competitors’ book. Observe how they operate and how they attract new customers. Motivate yourself to upskill and look for new solutions that your customers expect. A word of advice – don’t copy your market rivals, but try to think innovatively about your own business.
Contractors
Michał is the head of the paving team and the so-called ‘organiser’. It is his responsibility to place orders for pavers and slabs, building materials and tools. Michał liaises with architects, transport specialists and lawyers. He is a contact person, open and friendly, but a minor, private conflict of interest with an architect has caused a rift in their professional relationship. The two men simply cannot see eye to eye.
Remember this once and for all: in business, it’s worth setting boundaries. If your business partner is your friend, bear in mind that it’s very easy to blur the fine line between your work and your personal life. And although on the surface this shouldn’t have a negative impact on either party’s business, it’s better to be safe than sorry. Maintain good relations, listen to one another and try to understand each other – even when your views differ. After all, you share a common goal!
The market environment of a paving
company
Today’s task: think about how you are perceived by the environment in which you work. How do your customers speak of your services, how does your competition operate, and do you have good relationships with your subcontractors, wholesalers or other people associated with your company? Assessing these aspects will allow you to choose the right course of action and refine your business strategy. Get to work, professional!
