Seven Standout Ways To Be A More Successful Business

Seven Standout Ways To Be A More Successful Business

We’d like to welcome Mike Alawi to our team. He joined us last month as Marketing Project Executive. Here is a blog that he put together for you. Who else wants to be a more successful business? We know we do!

1. Provide outstanding customer service

To excel in customer service, you and your staff need to know the ins and outs of your product or service. You should know common questions that your customers ask and how to respond competently and effectively. Staff training in this area is important. Listen and be responsive. Ask for feedback, ensuring that you use feedback positively. Identify areas for improvement and make specific changes in your business. Let your customers know that you implemented their suggestions and/or acted on feedback.   I recently read an article about a Starbucks customer that called into the company’s corporate offices after a mix up with a branch. Instead of simply giving him a refund, the customer service representative told Jason that they needed to “make him whole and give him an experience nothing short of fantastic.” They then filled his rewards card with $50 of store credit. Way to go Starbucks!

2. Help your customers do their jobs better

Content marketing provides B2B customers with handy information which can assist in their organisation’s day to day tasks. Companies that write regularly have seen up to 3X more website traffic and 4.5X more sales leads. There is increased brand reach that creates long-term business relationships, which could generate more sales leads for your company. The more consistently high quality content you offer your audience, the more likely they are to return to your site as a trusted source. Ericsson, a multinational networking and telecommunications company, provided 5 life hacks for working in the corporate world on the blog section of their website.

3. Create more than one price point

It’s a good idea to test different pricing brackets. Let’s say you offer three prices for different levels of a product or service. One priced low, another with all the bells and whistles, and a mid-market price. This range widens the reach of your audience and opens a gateway to new customers, or a premium price on the other end of the scale for those who want the full package. Amazon nailed this strategy with their shipping options. They offer express next day delivery for £4.49, standard 3-day delivery for £1.99 or free no rush delivery in 3-5 days. Each price is aimed at customers with different requirements, expectations and budgets.

4. Be the first to inform your customers of new trends

Everyone wants to be kept in the loop with latest trends. Being first to inform your customers of new trends will increase your credibility as a source of relevant, up-to-date information. It attracts more potential customers to your online and offline channels and results in a positive impression of your brand. People will then regularly look to you for new content making you stand out from the crowd as a successful business.

5. Give your brand a human face by having conversations

Giving your brand a personality that people can relate to allows you to reach more people effectively. Talk about your products, talk about your industry and latest trends. People appreciate content that engages with their interests and makes them feel at ease with a brand. Grüum, a company that specialises in custom shaving kits tell their brand story well. They write about how four friends from Manchester decide to quit their jobs, invest their savings and take on a multi-billion dollar industry. When you buy from Grüum, your first purchase comes with a small note from the founders themselves thanking you for your purchase.

6. Develop multiple ways to get in touch with you

In addition to picking up the phone, maximise the use of multiple channels such as social media, chatbots and events to provide potential customers with more touchpoints with your business. You will also reach a wider audience. Use your website as a hub but engage with your target audience on relevant social media platforms, through networking and selected events.

7. Focus on being the best at the ONE thing that really matters to your target market

Whatever you specialise in, ensure that you can be the best at it so that your stand out from your competitors. It could be your customer service, your cutting edge technology, your flexible pricing or the great events that you host. It might even be your deliberate and continued support for your local community.  Being fantastic is one aspect of your service gives you a distinct competitive advantage that becomes difficult for others to copy.   These are just some of the ways that you could build a better, more successful business that you can be proud of.

Interview with Mick Beavers, Managing Director at Control Valve Solutions

Interview with Mick Beavers, Managing Director at Control Valve Solutions

Culture is notoriously difficult to mould and even more onerous to sustain. But Mick Beavers, Managing Director of Control Valve Solutions gets an ‘A’ from me for his deliberate leadership in cultivating an authentic company culture. I interviewed him on 27th June in their Portlethen office in Aberdeen. Here’s how he has built one of the most admired oil and gas services companies in Aberdeen. Control Valve Solutions (CVS) is a £4M a year business, founded in 2009. It was recently nominated for best customer service. The company culture has something to do with it. It is transparent, authentic and autonomous.


Mick says he stumbled onto his philosophy by accident. It emerged during a very busy time in the early days. He noticed that the more he left people to get on with what they were doing, the more productive they were and the better the business became. Mick says he suddenly realised that he didn’t need to micromanage his staff. He wasn’t worried about people management. He laughs as he explains,

“The simple recipe is not to hire assholes”

In the hiring process at Control Valve Solutions, Mick explains that himself and the team look for people who seem to be coping with life, people who are themselves. Mick himself remembers a time when he was in the job market. He describes several interviews for senior positions where he wasn’t himself. He says,

“I always said what I believed the interviewers wanted me to say…Looking back, the interviewers didn’t create an environment where I could be myself”

It is this relaxed, authentic environment that Mick consistently strives to create for his employees. The company focuses more on personality and appropriate coping mechanisms than on technical ability when hiring new staff. Mick admits that when it comes to personality and technical requirements, there needs to be a balance. One of the key areas of development at Control Valve Solutions has been hiring people from diverse technical backgrounds and conducting training programmes to increase the overall technical competence in the company.

Yet, culture at Control Valve Solutions has generated positive customer reaction such that customers feel comfortable and valued in dealing with the company. Less focus on technical capability has not hindered business growth. When I ask Mick what he does day-to-day to maintain his company’s culture, he says,

“It’s a team effort”

He walks around to see employees every single day he is in the office. He chats to them not necessarily about the job but about how they are doing and perhaps what they got up to on the weekend. Mick says he can pick up when people are having a bad day and acknowledge it. It’s not for him to solve but that acknowledgement goes a long way in making employees feel valued. Mick understands the pressures of the job and explains the reason for his approach,

“Myself and the managers try to make people feel human again, rather than just working away”

Mick has earned the respect and trust of the employees at Control Valve Solutions, occasionally getting involved with issues outside work. While there have been difficult times, he feels honoured to have earned the people’s trust. Mick is a naturally trusting person, which comes across in his dealings with friends and strangers alike. He explains,

“I trust people once they walk in the door but when they lose that trust, it’s gone”

He also explains that there’s certainly a hard side to business. And that leaders need to find the right balance.


Mick is active on LinkedIn and explains that it’s instilled confidence in him. He notes,

“If you write positive things, you feel positive within yourself”

He continues,

“It’s really important to be positive just now because there are a lot of negative stories on social media because of the way the oil and gas industry is at the moment”

Mick says it’s disappointing to see such stories because we have to stay positive. He admits that he doesn’t like being in the limelight but says it is easy to hide behind social media. Mick finds opportunities to post something in areas of engineering, sales, marketing and leadership. Many in the industry perceive Control Valve Solutions as one of the fastest growing oil and gas services companies in Aberdeen. Mick believes this is partly because the company has done a great job of celebrating its successes on- and offline. Even in very difficult times, the team have found creative ways to push out positive stories about the Control Valve Solutions brand and its best-in-class productivity.

Social media has had mixed reception at Control Valve Solutions. Some employees are engaged online and there are some that don’t get it. The marketing team educates employees on the impact of social media on the company’s brand and why it is an important tool for marketing. Mick admits that he first got into social media to wind up industry peers – and he believes he was successful. He laughs,

“I’m surprised I didn’t get a black eye while doing it”

Control Valve Solutions has generated significant external engagement and has a group of employees who are engaged internally. The company’s social media activity has kept its peers on their toes. Mick adds,

“It keeps us on our toes too, we keep getting better. I know that if we need people to come together and make something happen, we have the people within the organisation to do it”


About four years ago when PPI claims became popular, Control Valve Solutions launched their own KPIs for the business. There was a song on the radio that went, “♩ ♬ this month we will be claiming our PPIs, PPIs ♫ ♫”

Mick describes going to the shop floor and hearing the employees singing, “♩ ♬ this month we will be claiming our KPIs, KPIs ♫ ♫” Mick says it showed the team had really taken KPIs onboard. Mick smiles when he says,

“It was great feeling”

It was around that time that the slogan, ‘Living the dream’ emerged on the shop floor. The phrase caught on, with employees requesting the phrase to be put on the newly-introduced corporate clothing. Employees and customers have embraced ‘Living the dream’. Mick says it really sums up the culture at Control Valve Solutions, that the employees came up with this on their own. Sustaining culture is quite a separate matter. Mick says people join the company and immediately notice the authentic environment, compared to where they used to work.

But employees start to take the culture for granted over time. The management team wants to now focus on reinvigorating the culture. Mick explains,

“I think it’s good for the guys to remember how shit it used to be at their last workplace”

Mick sees his role as a supporting one, and advises leaders to keep business as simple as possible. He explains that everyone at Control Valve Solutions understands what it takes to run the company in terms of overhead costs, margins and revenue requirements. The team know exactly what it takes. When things are going well, Mick notes that it is easy to be everybody’s friend. Nevertheless, he intends to continue to be in tune with the business so that people can come to him with both good and bad news. Keeping the communications lines open is crucial to sustain the ‘A’ culture at Control Valve Solutions.

About Mick

Mick_BeaversMick grew up in Derbyshire and credits much of his success with his upbringing in which he was much rebellious as he was challenged. He cites a hunger for criticism and feedback as one of his biggest driving forces as well as a deep suspicion of complacency. It is this attitude which keeps Control Valve Solutions driving forward, always pushing to improve and innovate.

Mick has worked in the valve industry for 21 years with a brief spell working in IT from 2005 to 2007. This mix of IT knowledge and a passion for valves led to the creation of Control Valve Solutions in 2009; a valve company firmly rooted in the development of technology. One member of staff once described the company as ‘A software company that happens to sell valves’. Mick believes that you should always start as you mean to continue because it is much harder to add things to a business retrospectively, especially a focus on culture or technology. That you need to have a solid foundation and vision on which to build from the beginning

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