Growing and maintaining a successful business takes time, effort, and most of all, consistency. It’s something that not all companies prioritise, but it could make or break your business. Clients should be able to expect the same high standard every time they interact with your company. Your employees should be able to maintain the same standard of work and productivity week to week and day to day. Here are a few reasons consistency is so vital, and how to improve that consistency.

Why Consistency is Key 

1 – Reputation

A good reputation isn’t created by a single positive experience, but it can be marred by just one negative experience. Clients expect the same quality of service every time they use your business, so set the standard high and maintain it. Word of mouth is a powerful thing, as are customer review sites like Yelp. A bad reputation because of inconsistent customer service, even if just one person is at fault, could spell disaster for your company if negative reviews spread online.

2 – Relevance

Keeping your company fresh in the minds of your customers requires consistency. Consistent, quality marketing, rather than launching a massive ad campaign when business slows down, will keep your business relevant and workflow consistent. Inconsistent campaigns can also be risky in that they may come to an end before they’ve really gained any traction.

3 – Measuring Changes

Without consistency, you have no reliable way to measure changes. Whether it’s a new campaign or a change in organisational structure, it needs to be consistent over a reasonable length of time to show measurable results. Some initiative may need as much as six months before they can be deemed a success or failure.

4 – Accountability

Consistent progress checks, meetings and project discussions will keep your whole team accountable for their responsibilities. Regular reports and discussions will motivate staff to get things done sooner rather than later by setting a “mini-deadline”.

Creating Consistency 

1 – Create Uniformity Across Company Documents

One of the inconsistencies that may put clients off is document anarchy, primarily, constant format changes, incorrect information, or old logos on company documents. Use a template system like Templafy to give all staff access to preset templates and ensure that all documents, emails and presentations use the same format and contain correct, up to date company information, as well individual details for employee-specific documents. This will prevent inconsistencies and save time looking for or creating new templates.

2 – Provide Performance Incentives

Many companies offer short-term incentives, such as the highest daily or weekly sales. They may also set a monthly sales target. The problem with short-term incentives is that most people are likely to slack off once they’ve achieved their short-term goal. Offer larger incentives for consistent performance, such as a yearly or quarterly sales average. This will push employees to perform consistently well long-term. Ask clients to report back on good or bad service to help track performance and reward consistent quality.

3 – Lead by Example

Incentivising consistent employee performance may not be effective if you, as a leader, don’t show consistency. Your employees may not see your work, but they do see your interactions with them, their co-workers and with clients. Maintaining a high leadership standard will generate respect from your employees and drive them to meet the same standards.

4 – Focus on Long-term Marketing Strategies

As previously stated, ad-hoc marketing campaigns to boost business aren’t particularly effective. The can fizzle out before they’ve gained any traction and don’t keep your brand relevant. Shift your marketing focus to more consistent, long-term campaigns. SEO is a good option for maintaining an online presence, as are regular blog posts and articles, either to your own website or to others. Internet radio advertising, such as a sponsored program, can also be highly effective. Even as “background noise” it keeps your brand fresh in people’s minds, breeds familiarity, and keeps you relevant as a company.

In Conclusion

As the saying goes – if you are persistent, you will get it, if you are consistent, you will keep it. Short-term goals may provide short-term results, but long-term consistency leads to genuine success. Lead by example, motivate your team and set consistent, long-term goals.

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