“The quality of mercy is not strained”* but whether or not “It droppeth as the gentle rain from heaven Upon the place beneath” remains in question these days. “Quality is Job #1” is  Ford Cars’ slogan. “Quality never goes out of style” is Levi’s slogan for their jeans.

Quality is an integral element of business affecting all aspects from products to services, staff, support materials and more. How recently have you revisited the element of quality in your business?

1. Is the quality of your products sufficient to entice the marketplace?
2. Does the quality of your services meet your personal standards?
3. Are there areas of your business where quality could use some elevation?

Today, evaluation of product quality is meted out quickly by ecstatic or disappointed customers in the form of stars and reviews on your Google Profile. Amazon sends requests for reviews of products sold through their platform not long after delivery. And numerous companies offer review software to link your own products and services to your customers.

1. The volume and quality of reviews on Google influences search engine results (SERP) for your business online.
2. Prospective clients frequently read and make decisions about whether or not to use a company based upon online reviews.
3. A high percentage of shoppers indicate that word-of-mouth recommendations from family, colleagues, and friends about products and services influence their decisions.

With so much on the line, high quality products are an absolute must-have for any business. But how do you measure quality? All customers have different perceptions about what makes a high quality product.

1. Quality is a measure of value.
2. If product value doesn’t meet the expected quality, customers complain it’s low quality, even if the price is substantial and great workmanship has been applied to the product.
3. Conversely, when product quality exceeds expectations, customers will gush about its high value.

Quality and Time

We refer to “quality time” when referring to spending valuable time with our children and family members. Even our downtime receives this reference, often referring to time taken out for exercise, meditation, or reading a good book, denoting where it sits in the pecking order in your life.

Levels of Quality

We have top quality materials, star quality staff, premium quality products (often presented as one of three: basic, standard and premium), and letter quality. (Back in the day, it referred to printers which produced a higher quality print on paper than those made by standard typewriters.)

Relationship of Quality and Price

Quality doesn’t automatically mean “expensive.” It merely references the value level equaling the quality level. Even fast food has a value expectation: “Your choice down at Wendy’s, where quality is our recipe,” — Wendy Burgers’ advertising slogan. The perception of quality and price is strong in the wine industry where bottles priced in three digits are perceived to be of higher quality than those in low two or single digits, even when the wine drinker cannot determine the difference between two wines of widely different price ranges.

Making Quality Evaluation a Part of Your Business

What areas of your business need revamping for quality issues? William A. Foster said, “Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives.”

Quality can also be a reflection of a person’s character. In Henry Ford’s perception, “Quality means doing it right when no one is looking.” Amen to that! We’ve all seen examples business shortcuts, measures taken that skimp on quality, often giving the impression of lower quality. This frequently occurs when time is given more value than quality. And therein lies the crux of business decision-making: ranking one element of business (e.g. time) over another (e.g. quality).

You get to choose which elements of business out-rank others for your products and services. Have you sat down to make a list? Steve Jobs summarized it nicely: “Quality is more important than quantity. One home run is much better than two doubles.”

Questions on Quality for Your Business

1. How long has it been since you actively reviewed quality metrics for your business? If long ago, it’s time for reevaluation.
2. What aspects of your business immediately come to mind in your quality evaluation? Products? Services? Staffing?
3. Is there anything lacking in the quality of your support tools? Website? Social Media? Collateral materials? Marketing strategy or advertising? Staff training?
4. When did you last query your customers about the quality of your offerings?
5. Have you marked your calendar for the next quality evaluation?

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*The Merchant of Venice, Act IV, Scene I

More Elements of Business:

• Repetition – Marketing’s Secret Weapoon
• Speed – Adapt Fast, Thrive Long

Elements of Business focuses on one word or short phrase about business. Given the demands upon our daily attention, it’s often daunting to consider the recommendations in an article. (It’s estimated the average American consumes about 100,000 words heard or read every day.) But a simple word or phrase may be enough to stir your grey cells on the task at hand.