During my time in executive leadership, I was able to see firsthand what it takes for small businesses to become multimillion-dollar companies: how decisions are made, how teams function, and how money is spent. Your operations really do make all the difference in how far your business can go. So I’ve pulled from my notes and observations over the years to share these bite-sized lessons of what to do – or what not to do – to help your business reach its next level.

1. Technology was invented for a reason. Use it!

Use technology to facilitate processes. There’s an app or software platform for just about everything and every budget, so why not use it to your advantage? Project management, order fulfillment, appointment scheduling, email marketing, and client onboarding are just some of the business processes that can be done through apps and automation. You don’t get brownie points for sticking with the old ways or outdated manual processes. Small businesses need to maximize their time and other resources. Technology is a powerful way to do that.

2. Processes are important.

Processes are important for managing both daily operations and business growth. Without them, everything is chaos and you spend hours re-figuring things out on a case-by-case basis. Smart processes help you save time and money.

3. Relationships are everything.

Relationships are everything. Build them genuinely, not just to get something in return. Invest in people on a professional AND personal level and be sincere about it. Care about their success. And care about them as human beings.

4. Be serious about what you do, but don’t take yourself too seriously. Have fun.

All work and no play make you a dull person. And probably uptight, stressed out, and not sleeping too well at night. When it comes to business, be serious, be professional. But make room to laugh, dance, sing, and be silly too. Yes, right in the middle of your workday. Whether you work alone at home or you enjoy a corner office in a commercial building, be yourself. And enjoy yourself. Life’s too short to be serious all the time.

5. Say what you mean, do what you say, and be consistent about both.

I think that one says it all!

6. Set clear expectations and make sure your people have the skills and resources to meet them.

Set clear expectations and make sure your people have the skills and resources to meet them. It doesn’t matter if you hire employees or only use contractors or freelancers. For the relationship to be successful, for that person to be successful in their role, and for you and your customers to be pleased with the outcomes, you must set clear expectations. This could be conveyed through a clearly-written job description, scope of work, contract, or even an email, as long as both parties are on the same page. But setting expectations is not enough, especially when it comes to employees. You have to equip them with the resources they need to do the job – support staff, software, technology, supplies, etc. Yes, you play a role in their ability to meet your expectations.

7. Train so that you can trust.

Train so that you can trust. Don’t blindly trust client relationships, project work, or anything to someone else without thoroughly training them and testing that training. Team members are essential, and we bring them onboard to increase our own capacity to get things done. Just make sure that you train your team members so they are knowledgeable, confident, and competent to do the work in a way that exceeds your expectations. And don’t turn them loose until you’re confident.

8. Sales skills are critical.

It doesn’t matter how good your service is if you can’t convince someone that they need it. Your expertise and the quality of your product or service are first and foremost. But next to that is the ability to communicate that quality to someone else in a way that they feel compelled to hire you. Having a strong elevator pitch, being confident, communicating clearly, having a positive attitude, and knowing your stuff are just some of the basics of selling. If you’re an introvert like me or sales/networking just isn’t your thing, then invest in coaching or training to sharpen your sales skills. Because even if you hire a salesforce, you’ll never find someone who knows and can pitch your business better than you.

9. SEO Works!

Search Engine Optimization is the real deal. I have seen firsthand how one company’s investment in SEO literally made their phone ring every.single.day. I’m no expert when it comes to SEO, but I know that it works. I also know that you can invest in a little (meaning free) or a lot, and almost any effort is better than no effort. If you want to be found online by people you’ve never met, have those people become leads and, quite possibly customers, then don’t sleep on SEO.

10. You must have a pipeline or you’ll always be in desperation mode.

Your pipeline represents the group of people hovering somewhere between being a cold lead and an active customer. Your sales, business development, and marketing activities should be generating leads for your business, nurturing those leads, and hopefully converting those leads into paying clients. Without that pipeline, you have no “next” client lined up to generate revenue for your business. You’ll get done with one project and have to start from scratch to win another, which isn’t good for cash flow. A full pipeline means a higher probability for revenue, and less of operating in a panicked, reactive mode.

11. Hire the best, pay for it, and flaunt it.

When you’re a service-based company, your reputation rises and falls on your expertise. You can’t afford to hire people who don’t have what it takes to maintain that reputation. Instead, hire what you need (not just for now, but think bigger picture) and be willing to pay for that experience and skillset. And once you hire, don’t be afraid to showcase your new team members by putting their photo and bio on your website and social media. This not only makes your people feel good, but it gives your clients confidence that their work is being supported by highly-skilled professionals. You can’t be the best without hiring the best, so hire, pay, and flaunt it accordingly.