As one state’s economic engine shifts into new industries and out of the growth industries of the past, relocation incentives are – as usual – a big point of discussion. How much should this state spend in incentives to get out-of-state businesses to build plants, move jobs, and relocate headquarters to this state?
While such incentives are common practice nationwide, some members of governmental think tanks believe that such incentives are overweighted toward new corporate recruitment. As Mr. Robert Atkinson, former Executive Director for the Progressive Policy Institute in Washington stated, “the [faster growing cities] don’t recruit companies. They grow them.”
How does this point relate to your business? Ask yourself, how do you retain your current customers? And more pointedly, how do you GROW your existing customer base? For local municipalities, it means investing in existing businesses so that it’s more cost-effective for companies to remain in their current locations than to relocate.
Translation for your business: Make your company of such value to the customer, that there is no significant financial reason to choose a competitor.
Also, smart municipalities work to strip away regulations and procedures that are burdensome to businesses while still maintaining a solid quality of life for individuals.
Translation for your business: Make it easy for the customer to do business with you. Strip away those policies and process steps that make it inconvenient to purchase your products and services. Make it easy for them to know how else to utilize your products and services. Then make it easy for them to purchase your products and services.
Finally, these municipalities try to get the businesses to become part of the fabric of their communities, strengthening the personal ties with the companies’ employees.
Translation for your business: Create personal relationships with customers that the best marketing collateral and slickest sales pitch cannot overcome.
Translate customer service into business success.
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