Building the Structure of Service
It’s Not Just Canvas and Stakes Driving the Tenting Industry
by Alex Kouzmanoff | Published in April 2007 Focus on Manufacturing & Rentals
Aztec Tents has produced tent structures for over 40 years, despite an ever-evolving global marketplace and swaying local economics. Our location has changed, we’ve added new employees and our core business concentration has shifted, but one element of our operational model has remained constant — and it’s something other event businesses can learn from as well: commitment to the customer.
Personalizing your Commitment
In order to achieve a more prosperous connection with your customer base, the first thing a business leader should do is define his or her company’s core competencies and professional goals. A company cannot be everything to everyone, so find your niche — or risk becoming, as the saying goes, a jack of all trades, but master of none.
A company’s commitment to its own employees, employee retention and hiring practices are equally important.
During the hiring process, try to find employees who not only satisfy a position’s requirements, but have the ability to grow with the company. The best leaders are often the ones who rise through the ranks over time, learning every nuance of the business.
As an employer, be sure to provide a warm work environment where fun and interactivity are encouraged. Incentives are also always a great way to ensure employees feel appreciated and maintain a strong work ethic.
Also be sure to diversify your sales force to maximize geographic reach and employee knowledge. For instance, Aztec has recently begun to increase both its national and international sales force with representatives throughout the United States, Australia and Great Britain.
The Power of Communication
Open communication with customers directly affects the success of your business. At Aztec Tents, we prioritize the development of unique and personal connections with customers, including sharing information about everything from new products to new personnel.
We’ve found several ways to communicate better with customers.
Several years ago, for example, we introduced a program in which we package each product delivery with a customer comment card. The feedback we receive is very valuable, although not all the comments are entirely positive. We welcome our customers’ criticism, however, as it has helped us redevelop certain systems to create more efficient, safer practices.
Newsletters are another effective communication tool. Our quarterly newsletter keeps customers informed, as each issue features a new product, a highlighted recent event in which one of our tents was used and a “helpful hints” section. Again, customer response has been quite positive, and this feedback reminds us that communication is the most vital component of our customer relationships.
Late last year, Aztec Tents began a tradition that brings us even closer to our customers. Over two days in October, we hosted our first annual Building Innovation conference, in which event rental industry leaders gathered in Southern California to meet on topics including our company’s new product offerings, service options and marketing. At the conference, many guests were quick to offer advice and insight on improving the industry.
When developing better connections with customers, the possibilities are endless, because — as you’ve probably noticed — each of the three communication strategies outlined above are in no way exclusive to the tent industry.
Customers Can Effect Change
Even as a customer, you can take certain actions to maximize your relationships with vendors or manufacturers.
When buying products, consider partnering with a competitor or neighboring business to share shipping costs. Aztec Tents, for example, often ships multiple orders to a single location so that geographically linked customers receive their orders simultaneously. This strategy sometimes makes the most sense when buying during a time of year that’s not cost-effective in terms of your own cash flow. Companies can maximize buying power and become more efficient by partnering with the competition to form a buying alliance.
As an employee of a company that has been on both ends of the customer-vendor relationship, the best advice I can give is to be creative. Never believe that your way is the only way, and never stop striving for change and improvement.
About the author: Alex Kouzmanoff
Alex Kouzmanoff is national sales manager for Torrance, Calif.-based Aztec
Tents, which provides tents and structures for event rental companies, hotels and other locations.
Contact: alex@aztectent.com