Businesses, whether big or small, cannot survive in the long run if their offerings – products or services – are not suitable for the needs of their consumers or clients. As the basis of running their businesses, most of them focus only on their products and then complain that they are not as successful as they expected.

Focusing on products alone is conventional. Today, if a business wants to be successful, it should never limit itself to focusing on its products only. Instead, it should focus equally on the work culture, employees, customers, and marketing strategies. Only a few businesses succeed in doing this because they understand that focusing only on the products is not a viable strategy to achieve success and continue it in the long run.

Today, you are going to learn about the 3 major side-effects that happen when businesses focus only on their products. 

1. Limited Growth

It would be wrong to say that businesses that only focus on products fail to survive in the long run. A business can survive, but will only show limited growth. On the other hand, businesses that focus simultaneously on products and other factors such as advertising, employees, work culture, ethics, and customers/clients,  grow at a much quicker pace and rate. Such businesses not only earn more profits, but develop a large customer base as well. A business focusing only on its products needs to understand that growth increases when sales increase and sales are increased when more and more people know about their products. 

There are various methods a business can follow to enhance its growth, and advertising is at the top of this list. A business’s visibility is increased with appropriate advertising strategies. As a result, it generates higher growth which ultimately improves the profitability of the business. Other factors responsible for generating and achieving steady growth in the long run, are the management and business structure of a business.

2. Dissatisfied Employees

When businesses focus only on products, they fail to satisfy their employees. Sometimes during new product development or to meet the increased demand for their products, businesses often place extra pressure on their employees. This pressure is both mental and physical. Sometimes, employees are ready to work hard but as they do not have the appropriate tools and working environment, they fail to perform efficiently. This can give rise to some valid complaints from employees. An organization focusing only on its products, never pays attention to employee complaints which ultimately causes a decrease in the overall profits of the business.  

There are different ways a business can prevent its employees from becoming dissatisfied. For example, compensating them for their extra work will prove advantageous in most cases. Secondly, employees should be trained to produce error-free work and remain calm in pressured situations. Moreover, businesses should hear their employees, provide them with a conducive working environment, and help them enjoy a fruitful work-life balance. 

3. Poor Customer Service

When businesses focus only on products, they neglect their customers. Due to this neglect, the issues faced by customers and the changes or improvements they expect to see in specific products remain unknown to the business. A business focusing on its products can bring positive results in the short term, but in the long term, customers will shift to other available options. No matter how superior the products of a business are, nothing a business does will create a loyal customer base until the customers are heard and until their issues are resolved. Moreover, customers do not appreciate or purchase the products of businesses that do not treat them well. 

All businesses want to earn more, but they need to be mindful of the way customers are served. Focusing only on the products is never a good strategy; businesses should also focus on their customers. It is true that good products help in building a business, but the bigger truth is that neglecting customers – not respecting them, not working to gain their trust and loyalty – can ruin even a well-established business in no time. Also, in order to improve poor customer service, businesses should provide customer-focused training to its employees.

Top businesses never focus only on their products. Besides products, they consider their customers’ needs, help their employees grow, maintain good relationships with suppliers, and do several other things that are beneficial for the success of their business.

Emmanuel van der Meulen