Advertising
Advertising

If your business disappeared tomorrow…

If your business disappeared tomorrow…

20090308-disappeared-business

    If your business disappeared tomorrow, would anybody miss you?

    No one wants to close their doors. But let’s imagine the unthinkable: how would your customers respond if you did have to close up shop? Imagine two scenarios…

    Scenario one: you disappear and no one notices… That would be a disaster, but what would it tell you? Maybe it tells you that whatever needs your service or product fulfilled, a competitor was able to replace. What you had to offer was a commodity, and all commodities are replaceable.

    Scenario two: you close your doors and your customers wander around dazed and confused; they can’t imagine life without you. That would be remarkable, but again, what does this scenario tell you? It tells you that no one else could meet your customers’ needs the way you did. Whatever you had to offer was not a commodity.

    Advertising

    We all want to survive and we all want to thrive. But how cool would it be if your customers needed you to survive even more than you did? What would you be prepared to do to be that irreplaceable?

    Any commodity you sell can be replaced, often more cheaply, by someone else. People selling commodities are always looking over their shoulders. So what is not a commodity? What can you offer your customers that can’t be replaced? The answer is: a relationship.

    A relationship is the opposite of a commodity.

    Relationships are as unique as snowflakes. No two customers, no two businesses, and therefore no two relationships, are exactly the same. They cannot be reproduced – not more quickly, not more cheaply. Not at all. And what cannot be reproduced cannot be competed against. A relationship is the ultimate ‘unique competitive advantage’.

    How do we create a unique relationship with our customers? You can start by answering some key questions.

    Advertising

    1. Who are your customers? Do you really know them? What do they want, what do they hate, what will they splurge on and what do they buy in bulk, where do they live, what excites them, what are their values?
    2. Do you know what your customers value your business for? What brings them through your door? What do you have that they want? What do you offer that makes them choose you over your competitors?
    3. What are your customers’ triggers? What ‘language’ do they speak? What gesture can you make that would make your customers feel like you ‘get them’? What can you bring to the relationship that will make them feel like they are truly important when you do business with them? What words and images speak to your customers?

    Answer these questions with confidence and accuracy and you will already be huge strides ahead of others in your market.

    Remember, the answers shouldn’t be about a product or service! If the only thing that you know about your customers is what your in-store stats tell you, or that your customers value your business for great parking, or that their trigger is a loss leader sale on detergents, you need to ask better questions. Without better answers, your business will still be about commodities. 2-for-1 pricing is not the basis of a great relationship.

    When you can paint a picture of your customer, yourself, and your relationship, in sharp colours, then you have the most important part of creating the customer experience we are after. You are then ready to ensure that your customers have a relationship-based experience every time they do business with you.

    There are many ways you can create unique relationships with your customers. Here are a few suggestions:

    Treat your customers as individuals with names. Who doesn’t like to go into a shop to be greeted by name and to be asked if you’ll have ‘your usual’? Make it a practice to have a conversation with every customer who comes through the door. Exchange names if it is appropriate. Keep a few notes of key conversations, likes and dislikes. Share information about key customers at staff meetings.

    Advertising

    Make your customers feel like they are on the inside. Everyone loves to feel like they are part of an ‘inner circle’. Give your customer insider tips on your industry. Give away trade ‘secrets’ for free; not big ones, not all of them, but enough to let them know that you are on their side.

    Educate. Take the time to provide ‘rich’ information to your customers. Keep them informed about new developments in your industry, and about trends that are affecting the products and services they are buying. Everyone loves being ‘in the know’ and these days, particularly younger consumers, are educated and looking for the ‘back story’ on what they are getting.

    Show your customers they matter more than their money. How did Radiohead and Trent Reznor make a fortune giving away music for free? They understood that relationships with their fans matter more than their money. And their fans reward them royally. You don’t have to give your business away, but you can find ways to go that extra mile without charging for it.

    Get out there. Still on the ‘matter more than money’ theme, though on a larger scale, this is about community service initiatives. Become more than a business, become an active member of your community. Like any great relationship, you get back what you put in.

    Give your customers something to talk about. Do something remarkable for them. It doesn’t have to be anything huge, it doesn’t have to be every time, but it has to be remarkable enough that it makes people talk about you. A little gift, a special delivery, a few more minutes of your time… Whatever it is, be consistently remarkable, and people will talk.

    Advertising

    And most important of all…
    Talk with your customers. There is no substitute for conversation to build a relationship. No survey, no marketing report, can take the place of a conversation. Never miss an opportunity to give customers a chance to talk about themselves, and about the things that have brought them into your business. Ask questions. And when they talk, listen. Really listen. You are listening for two things in particular: anything that gives you more information about who your customers are, and anything that tells you why they are with you now. These two pieces of information are critical, because with them you can continue to feed the ‘great experience’ positive feedback loop. If you know intimately who your customer is, and why they come to you, you are more able to tailor their experience of your business to their needs and triggers.

    The more you can do to build relationships with your customers, the more they will come to feel that you understand them and their needs. You will have crossed that magical threshold where your customers come to you for a relationship and an experience, not for a commodity. They do business with you because they want that experience, and they value your relationship. And that cannot be reproduced.

    If you were to close your doors after developing relationships based on these suggestions, you would be missed indeed. But even better, you will have the customer loyalty that ensures you will never have to close your doors!

    More by this author

    The One Thing You Need to Close the Deal on Change If your business disappeared tomorrow… You Want Engagement? Then Start Being Clear! Are you Satisfied? Searching for a Shared Virtual Workspace?

    Trending in Work

    1 How To Stay Motivated As You Build Your Business 2 23 Tips for New Entrepreneurs to Get Your Business Underway 3 20 All-Time Best Entrepreneur Books to Make Your Business Successful 4 Why Mentoring Matters: A Guide on a Stellar Example for Employees 5 7 Effective Ways To Motivate Employees in 2021

    Read Next

    Advertising
    Advertising
    Advertising

    Last Updated on May 23, 2021

    10 Best Free Job Apps You Need For Effective Job Hunting

    10 Best Free Job Apps You Need For Effective Job Hunting

    Seeking for the right job but not sure how to do it in a more effective way?

    Try job search apps!

    To make the job hunting process easier, I’m recommending 10 best job apps that can help you look for the right match anywhere at any time. The best of all? They’re all free!

    1. jobandtalent

    jobandtalent

      Great for browsing new jobs as you commute home via subway, bus or carpool, the jobandtalent app is like a Pinterest for job seekers.

      Easily browse, save and revisit job postings from your smartphone and receive notifications about jobs that match your professional qualifications.

      Download it for iOS and Android.

      Advertising

      2. Jobr

      jobr

        This job hunting app is unique in that it lets you anonymously browse job listings based on your professional resume. If a company that you like also shows an interest in you, the app let’s you chat directly with a company rep. Great for getting your foot in the door and making a memorable impression.

        Download it for iOS.

        3. Monster Job Search

        monster job search

          I’m a big fan of Monster. It’s one of the first job sites employers think of when they want to list a new position online. The Monster Job Search app functions pretty similarly to the normal website, so it’s very easy to use for not-so-tech-savvy job hunters.

          Download it for iOS and Android.

          4. Jobs and Career Search

          Advertising

          job and career search

            This is a good, simple app for browsing global locations for your next job. With a job index of more than 50,000 jobs listed globally, this app is a good choice if you are moving to a new area and want to line a new job up quickly.

            Download it for iOS.

            5. Hyper Networking Groups

            hyper networking groups

              This job hunting app isn’t so much a job hunting app as it is a connections hunting app. It’s great for learning who’s who in your desired field and forming connections. It also shows you how you and your industry connections are connected via your social networks, so you can follow up with them on your other social sites.

              Download it for iOS.

              6. CardDrop

              CardDrop

                CardDrop is an awesome job hunting app that let’s you digitally drop and pick up virtual business cards. This app is great for helping you make new connections at seminars, interviews, meetings and conferences. You can also attach social media profiles to the cards you pick up or send to enable easier connecting on social networks.

                Advertising

                Download it for Android and iOS.

                7. Job Interview Questions

                interview questions both

                  Okay, so this app looks kind of outdated, but it’s super useful for getting you into the swing of answering any kind of interview question that is thrown your way. The big benefit of using this app is that it explains to you what your interviewers motivations might be for asking you a specific kind of question. Learn what your interviewer is looking for in your answers and be more prepared for the real interview when the time comes.

                  Download it for Android.

                  8. 101 Interview Questions and Answers

                  101 both

                    This app is great because it provides guidance about the kinds of answers you should give for each kind of question. Think of it as an essay rubric but for job interview questions.

                    Download it for Android.

                    Advertising

                    9. Job Interview Question-Answer

                    q and a

                      Feeling confident with your text-answered interview questions but concerned about doing the face-to-face interview? This app prepares you for interacting with your interviewer by simulating an employer asking you questions.

                      You can record your response and see what you look like to the interviewer to understand what movements, vocal pauses, etc. you need to work on.

                      Download this app for iOS and Android.

                      10. HireVue

                      hirevue

                        HireVue is a great job hunting app for those times when your interviewer wants to get some preliminary questions out of the way.

                        When an interested employer wants to interview you, they send you a request via HireVue and you can answer it in your free time, when you’re ready. Your interview might consist of a some FaceTime, some multiple choice questions or open-ended text answers and can be completed and sent to the interviewer when you’re finish.

                        Advertising

                        Download it for Android and iOS.

                        Featured photo credit: Yura Fresh via unsplash.com

                        Read Next