Lynn Williams Co-owner of R.B. Williams Industrial Supply Ltd.and rbw Waste Management Ltd. Edmonton, Alberta Bringing a family business from "rags to riches." Lynn Williams has a few words of wisdom for entrepreneurs.

"When times get tough, stay focused and if you want it badly enough, you'll get it," says the co-owner of Edmonton-based R.B. Williams Industrial Supply Ltd. and rbw Waste Management Ltd.

Williams should know because five years ago, she and her husband Rick, who handles the sales and marketing arm of their business, lost everything in a fire and rebuilt it.

"It was a lesson in life that you have to be prepared for anything. And then you just roll up your sleeves and get back at it," adds Williams who takes real pride in the fact that the business is now on track again. Operating since 1982, today R.B. Williams Industrial Supply Ltd. does a brisk trade providing various industrial sectors with a wide range of products, such as rags, absorbents, chemicals, safety and janitorial supplies, and industrial paper.

Finding opportunities for growth
"Even if things are steady in your company, you always have to be looking for new ideas. And sometimes that means hiring the right people who can help you find those ideas, especially if you're too close to your business," she emphasizes. For example, in the early 90s, the company saw an opportunity to expand its horizons by offering recycling services, a natural extension of a firm working in industry sectors such as forestry, pulp and paper, automotive, manufacturing, oil and gas exploration, production and servicing.

"When we recognized the growth potential, we jumped on the chance," says Williams. Through rbw Waste Management Ltd., Williams and her team offer clients innovative recycling systems to dispose of harmful waste products. For example, soiled rags and shop towels are returned to the company, cleaned and reused. Their business also provides recycling programs for various types of industrial absorbents, oil filters, gas plant process filters and aerosols. In one year, for instance, the company recovered 360 cubic meters of waste oil that would have otherwise gone to landfill.

Improving productivity and reducing cost
"We promote and sell only quality products that are environmentally safe," she emphasizes. "It's a commitment that we take very seriously here." To demonstrate their unwavering commitment, the company has a full-time technical team that oversees key green initiatives. As well, rbw Waste Management Ltd. worked with BDC Consulting Group to achieve IS0 14000 certification, an international environmental management system that integrates business practices with environmental goals to control the impact on the environment. Moreover, ISO 14000 can improve productivity and reduce costs. "All our banners are now up. Our certification shows that we now measure up to global standards. The bank also helped us meet our objectives with sound business management advice," she says.

Managing human resources
So what advice does Williams have for entrepreneurs looking to succeed in business today? First on her list is focusing on strong human resources management. "If you have employees who you trust, you'll reap the benefits," she says. Over the years, her company has set up comprehensive health and safety training programs for employees. As well, they offer attractive perks so that they can retain their best people. "In a company of our size, we can offer employees perks that large companies might not be able to accommodate, such as pay advances," she explains. "Show you care and your employees will show they care. That's always been my approach."

Providing excellent customer service
Never losing sight of customer service has also contributed to their business growth, says Williams. "It's quite simple. We'll bend over backwards to deliver our products on time." Timely shipment to her clients is crucial to developing trust and confidence, she says. If entrepreneurs want to pursue customer service excellence, she feels that entrepreneurs also have to hire people who fit that profile. "You want employees who don't mind putting in the extra hours. They get the benefits too," she says. To send the customer service message to employees and clients, the company has also integrated customer satisfaction goals into its mission statement.

Planning finances: preparing for growth
Financial planning is another key area that Williams feels should be a priority for small business owners. "That's my strength as an entrepreneur," she says. "Rick and I complement one another well. He's the sales and marketing guy and I know the figures." Williams believes that entrepreneurs have to learn how to anticipate their growth needs and react accordingly. "You have to be prepared for the future even if the people around you are resisting that and only concentrating on what's happening now. You have to look ahead," she says. For instance, to help reach growth objectives, Williams has also worked closely with BDC to finance expansion of the company's recycling plant. "The bank was very helpful and very flexible. We appreciated the fact that they understood our needs," she says.

Last but not least, Williams believes that risk-taking is essential to success today. "You have to learn how to accept that sometimes you make mistakes, learn from them move on," she concludes. "I really believe that!"