by Zachary L Green, Warrior Enterprises LLC
Great ideas, leadership, service and products are the essential ingredients of every successful business.
However, none of it matters if your core audience doesn’t know who you are, what you do and why they should choose your business over the services of others.
Working in a vacuum or small silo without a constant array of new referrals, contacts and endorsements will never produce long-term gains no matter how well your website is written or how often you tweet your latest accomplishments. They’re a nice add-on, but not enough to continually stay in the minds and thoughts of new and existing customers. Never forget that the next guy is usually only a phone call or text away.
That’s why the unrelenting commitment to messaging and outreach in every form is fundamental for the ongoing expansion of existing enterprises or the launch of new companies. The stats don’t lie. According to the Bureau of Labor, “approximately 20 percent of small businesses fail within the first year. By the end of the second year, 30 percent of businesses will have failed. By the end of the fifth year, about half will have failed. And by the end of the decade, only 30 percent of businesses will remain — a 70 percent failure rate.”1
As for the most reasons, business failures are most commonly related to everything from cash flow and income problems to staffing issues and the poor marketing of products and services. And please remember, that this reality existed before the pandemic, which not only shuttered thousands of businesses, but delayed the completion of projects for months or even years.
Yet, the strong and well prepared generally survive throughout the most trying of times. Nearly every sector of the building and construction industry is looking for trained, skilled and experienced tradesmen. Plumbers, masons, electricians, carpenters and even handymen are continually in demand. In fact, “the construction spending on buildings is projected to increase just over 9 percent this year and another 6 percent in 2023, according to the mid-year update of the American Institute of Architect’s “AIA Consensus Construction Forecast.”2 And one of the industry’s leading complaints – the lack of skilled workers.
So, the opportunities are there for the hardworking, diligent and responsible contractors and subcontractors who embody the “Warrior Spirit” with an unwavering dedication to loyalty, dignity and teamwork. For instance, U.S. Army recruits are expected to live by the Soldier’s Creed and Warrior Ethos. This includes serving the people of the United States, always placing the mission first, never accepting defeat, never leaving a fallen comrade, never quitting and always being “disciplined, physically and mentally tough” as “a guardian of freedom and the American way of life.”3
To those who value and honor the Warrior’s Creed, this means:
- Going forward with purpose. Every successful venture starts with a purpose that is most often defined by the individual’s experiences. Without a purpose rooted in experience, most behaviors are just robotic. So, it’s essential to find a purpose worthy of the energy it deserves. Being a warrior in this environment means never deviating from the mission, no matter the obstacles, and remembering that failures and disappointment are facts of life that are often accompanied by valuable learning experiences.
- Adapting to market changes. Few people recognized the overwhelming societal and business impacts of the pandemic. The ability to adapt to differing situations is crucial to entrepreneurialism and being a great warrior. In fact, sustainability is impossible without the drive to grow, learn and overcome new and unexpected problems. This includes anticipating and confronting the probable and improbable with backup plans filled with multiple contingencies. Disaster planning is a lot like insurance. You hope you’ll never need it, but you better make sure it’s in place when you do.
- Giving the public what it wants and needs. Contractors should always look to partner with customers and new business associates to creatively fill schedule voids and expand services to meet real market demands. One of the quickest ways to bankruptcy is the ongoing dedication to products that serve small or non-existing markets. It may be your passion. You may think it’s a good idea. But is it really, if no one is willing to pay for it? Always listen to the crowd. Stay attentive. Dedicate your efforts to serving a sizable market that truly needs what you’re selling.
- Always leverage your competitive advantages. This starts with knowing your competitors and doing what they do quicker and better. Always work to stand out from the pack, especially in a niche market. Service, manners and the quality of your work will be intensely evaluated each and every time you’re on the job. Loyalty will only go so far if the client is unhappy with the level of service or end product. You can also continually reaffirm customer relationships with exclusivity or service agreements that ensure the availability of services when needed.
- Valuing feedback, even the negatives. There is always room for growth and improvement. Listen. Be attentive to the good and bad. Even the naysayers can provide valuable insights into the way you can improve or expand you business and services.
- Focus on the sales, marketing and distribution efforts that will best reach key target audiences. No one can buy your product or services if they don’t know you exist. Network. Join local clubs and associations. Follow up on referrals. Thank clients for their business. The truth is that great sales support, marketing and distribution networks can turn even the simplest concepts into mind boggling successes if the market is large enough and they’re willing to buy what you’re selling.
And most importantly, expect the expected, which can and will likely occur during the best and worst of times. Don’t be afraid to seek the advice and counsel of trusted, knowledgeable colleagues and accredited organizations. Their input can be invaluable for helping to overcome hardships, reach new markets, enhance efficiencies and strengthen your presence in both over- and underserved markets.
About the author
Zachary Green is a former US Marine, firefighter and CEO of MN8 LumAware/Foxfire as well as the recent author of Warrior Entrepreneur, a book he wrote to help business owners turn hardship and adversity into growth tools. He can be reached at zacharylgreen@gmail.com.
