Don't Disappear

The Importance of Owners Staying Visible

One of the most common problems I find when working with small business owners is the owner unintentionally disappearing from public view. In the early days, you were likely the face of your business, meeting with customers, handling sales, and ensuring everything ran smoothly. But as the company grows and responsibilities pile up, it’s easy to get bogged down in day-to-day operations and lose touch with the people who keep your business alive—your customers.

Why Visibility Matters

Customers want to feel connected to the businesses they support. They appreciate knowing the person behind the company and feeling that their business matters. When owners become too busy to engage with customers, it can create the perception that the business is impersonal or indifferent. Worse, it can allow customer relationships to erode, making it easier for competitors to swoop in.

Customers Crave Connection: A 2023 study by Salesforce found that 88% of customers say the experience a company provides is as important as its products or services. When business owners become less visible, customers may perceive the company as impersonal, which can lead to declining customer loyalty.

Trust and Credibility: According to a 2022 Edelman Trust Barometer report, businesses with visible and engaged leadership are significantly more trusted than those where leadership remains behind the scenes. Trust is a key factor in consumer decision-making—75% of consumers say they are more likely to buy from a company whose leadership is active and transparent.

Customer Retention and Lifetime Value: It’s well known that acquiring a new customer costs five times more than retaining an existing one. However, many business owners fail to realize that visibility directly impacts retention. A Harvard Business Review study found that companies with strong personal engagement from leadership saw customer lifetime value increase by 35% compared to those where leadership was detached.

Simple Ways to Stay Engaged

If you’ve found yourself buried in the operational weeds and out of touch with your customers, here are some easy ways to become more visible again:

Be Present in the Office or Store: If your business has a physical location where customers

visit, make sure they see you there occasionally. Even a few hours a week of face-to-face time can make a difference.

Send Handwritten Notes to New Customers: A simple thank-you note can go a long way in making customers feel valued. This small personal touch is something most businesses overlook, making it all the more impactful. Include your business card and contact information to make a greater impression.

Engage in the Sales Process: If you have a sales team, don’t just leave everything to them. Occasionally check in on potential deals, introduce yourself to clients, and let them know you’re available if they have any concerns.

Make Random Customer Calls: Pick up the phone and call random customers just to check in. Ask about their experience, how your company is performing, and what you can do better. These personal touches show customers that you care beyond the sale.

Leverage Social Media Personally: While your company may have a social media presence, don’t be afraid to post as yourself. Share insights, success stories, and updates to show customers you’re still involved and accessible.

Host Customer Appreciation Events: Whether it’s a small in-person gathering or an online webinar, providing a space for customers to engage directly with you strengthens relationships and builds loyalty.

Take Away: Your business thrives on relationships. While running the operations is crucial, staying connected with customers is just as important. If you’ve been absent from public view, now is the time to re-engage. A visible, involved owner fosters trust, strengthens customer loyalty, and ultimately drives business growth. Don’t let the demands of the back office keep you from the front lines of your own business.

Mike Warren

President

CAPcolumbus.com