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 Bounce Back Gracefully After Getting Fired 2 How to Advance Your Career (and the Big Mistakes You May be Making) 3 10 Employee Engagement Ideas to Improve Teamwork 4 How to Become Smarter: 21 Things You Can Do Every Day 5 12 Rules for Self-Management

    Read Next

    Advertising
    Advertising
    Advertising

    Last Updated on October 16, 2019

    How to Bounce Back Gracefully After Getting Fired

    How to Bounce Back Gracefully After Getting Fired

    Whether you saw it coming or not, getting fired is a real shock and its impact is daunting. What did you do wrong? What are you supposed to do next? When will you stop feeling so angry?

    But there are ways to deal with a layoff.

    The most important thing is to remain calm and see it as an opportunity to reflect, change and improve. This is a great time to consider what happened, look again at your needs and desires and start afresh on a stronger, more constructive basis.

    Let’s take a look at how you can bounce back gracefully after getting fired.

    1. Deal with the Shock of Getting Fired

    To lose your job is to lose your identity as a worker and as a person. Debbie Mandel, author of Addicted to Stress, states that 7 out of 10 of us define ourselves by our job titles, since work is where we spend the majority of our time and energy.

    Being laid off affronts your sense of self-worth—it implies that you simply are not good enough. It’s no wonder you feel confused and emotional.

    The first thing, then, is to take some time to digest what happened and deal with the overflow of sensations. People who quickly recover from the pain of a job loss tend to do two things very well:

    First, they accept their feelings of sadness, anger, fear and shame as a part of the natural healing process.

    Second, they do their complaining to a friend.

    Never call out your boss in the office or on social media. It’s a bad form to speak ill of the company you work for. Stay stylish, and your employer will speak better of you when you need a reference.

    2. Stay Away from the Drama Queens

    Mass layoffs are, unfortunately, very common. If this is your situation, then you may be surrounded by a lot of angry people, ruminating and lamenting their fate.

    “It’s not fair!” they say. “After everything we did for this company! We don’t deserve this!”

    You’ve lost your job and that’s tough. But please resist the urge to join in the negativity. Positivity is by far the most important attitude to apply right now. If staying upbeat means you have to limit your exposure to the Negative Nellies, then that’s what you have to do.

    Advertising

    Remember, life is not harder for you than it is for other people on this planet. You live in a democracy, you have freedom of choice and you enjoy a certain material abundance.

    Stay positive and focus on what’s going well in your life and the exciting future opportunities available to you. Getting fired is only a temporary setback.

    Staying positing could be challenging in a difficult situation, so these tips can help:

    10 Questions To Ask Yourself To Stay Positive When Facing Difficulties

    3. Take a Break and Let the Dust Settle

    Instead of running straight into another job that may not be the right one either, take a short break to recover from the job loss. You need a week or two to de-stress and meditate on the next step.

    Be attentive to your need for self-care during this interlude. Everything goes so fast these days that we often do not stop to think or give ourselves the permission to do a little mourning.

    Getting fired is a big shock: you need time to refocus and take stock of the new reality. Do not make things harder for yourself!

    What you need is to pause a while and do some self reflection:

    How Self-Reflection Gives You a Happier and More Successful Life

    4. Be Anchored in the Present

    Since you no longer have a hold on the past, but have not yet designed your future, try to build yourself up with the present. What do we mean by that?

    We mean that right now is the only time you have any control over. Focus on that instead of losing yourself in memories or reliving the awful day you got fired over and over in your head.

    Get up at 7 a.m. each day, whatever happens. The body needs rhythm and habits. You will feel much more energized if you keep a consistent routine. Maintain a healthy lifestyle, revisit your budget, play sports, volunteer. Take care of the practical stuff like claiming unemployment. Enjoy the small pleasures of everyday life.

    When you’re busy, there’s no room for the inner critic to raise up and derail you. Keep active, and you will gain more of the precious energy you need so much to move forward.

    Advertising

    Try these things to help you live in the moment:

    34 Ways To Live in the Moment And Grow in the Moment

    5. Understand the “Why”

    There are lots of reasons why people are fired. Sometimes the mistake is yours and it’s embarrassing to admit you backed yourself into this corner.

    Other times, it’s not your fault. Businesses change direction all the time—maybe yours is going through a major transition or merger and your job is disappearing.

    Either way, to give the situation some closure, you need to understand why you were dismissed. What slipped? What could you have done differently? Was your boss really out to get you or did you do something to put your job in jeopardy?

    Be honest with yourself. It’s not easy to admit that you might have dropped the ball but it’s the only way to turn the situation into a learning experience. Ask yourself:

    What skills do you need to improve?

    Is there training you can access, or learning you can do?

    In the end, did this job suit you that much? Were you happy there?

    Reflecting on these questions can help you put things into perspective. What lessons can you learn to avoid reproducing the same pattern in your next job?

    6. Find out If You Were the Right Fit

    Hiring decisions ultimately come down to personality. You can study for an interview all you like, but every candidate who is chosen for interview has the right credentials for the job.

    The final decision comes down to personality. Who does the recruiter like the best? Who is a better fit for the company culture? That’s the person who strikes it lucky.

    Firing decisions are based on personality, too. Slacking off, insubordination and playing fast and loose with the company rules—these are the official reasons why people are getting fired.

    Advertising

    But all of these reasons boil down to one thing: personality. Specifically, they signal a personality clash between an employee and a manager, or an employee’s fit with the company’s culture.

    Here’s an example:

    Suppose you were fired for “not being a team player.” Some people, namely introverts, lose energy when they are surrounded by other people and gain energy when they are on their own. Forcing an introvert to continuously work on a busy, noisy team without any solitary rest periods means the job is a mission impossible. This employee will never perform at her best.

    Or how about the time the Kansas City Star newspaper fired Walt Disney for a perceived lack of imagination? Talk about a clash of personalities![1]

    Getting fired can be a signal to turn inward and do some self-reflection so you can better understand your personality and how it might fit in with corporate culture.

    In particular, personality assessments based on Isabel Briggs Myers’ sixteen personality types can help you to understand your own work style and how you can find a job and workplace that better match who you truly are.

    In many cases, it is totally liberating to realize that all the crap you had to deal with was just down to a clash of work styles and not something you did wrong!

    7. Rediscover Your Strengths and Talents

    A personality test can also give you clear insights into your strengths, weaknesses, motivations and work potential. Do you have leadership abilities? How do you communicate and manage conflict? What benefits do you add to an organization?

    Identifying your working style should be your top priority right now, otherwise you risk accepting a new position that has all the same problems as before. The last thing you want is to reproduce the same old dramas the next time around.

    When you become aware of your potential, you will have the confidence to search and find the type of work you love.

    For example, getting fired from your banking job may have knocked you sideways. But you have some stellar home decorating skills, and a personality test shows that you are curious, flexible, rational and resilient—all the traits of successful entrepreneurs. Maybe this dismissal is an opportunity to launch the business you’ve always dreamed of but never dared to admit to yourself?

    By considering all your special skills and talents, you increase your chances of finding a job you would really enjoy, and not just the one you can do.

    8. Get the Word Out

    At this point, you should be ready to take action and move forward with your job search. Let’s not sugarcoat the situation: getting a new job is tough. It helps to have a clear idea of the direction you want to go in, a list of all your crossover skills and a freshly polished resume.

    Advertising

    Look around for inspiration. Talk to recruiters in your sector to establish what they consider to be your most valuable skills. Use all the resources at your disposal: job search agencies, headhunters, work coaches, careers websites and so on. These resources can help you match your qualifications to the job requirements and ensure you have the right keywords on your resume.

    Don’t hold back on marshaling your networks. Put friends and family to work to pop up leads, and don’t be afraid to ask for referrals. Sometimes the simple act of getting the word out to the people who know you is the surest way to find work fast.

    9. Anticipate Questions and Know How to Answer Them

    Even if it wasn’t your fault, getting fired can hurt you if you don’t know how to explain why you were let go. You have to be honest here and tell recruiters the truth. Even if a would-be employer does not specifically ask why you left your previous job, it is better to clarify the situation upfront before it comes out in your references.

    The best approach is to take your share of responsibility and show that you want to go forward and that you understand the lesson.

    For example, suppose you got fired for asking the difficult questions that no one wanted to answer and your candidness set people on edge. Acknowledge that some people perceive your communication style as abrupt and explain how you’re taking steps to increase your diplomacy skills.

    A recruiter can be seduced by someone who knows how to evolve and who shows a great energy for personal development.

    10. Adapt and Persist

    Throughout this journey, you inevitably will go through moments of self-doubt and disappointment. There are undulations in every road, and these are the normal steps for regaining self-confidence after getting fired.

    Stay tough! Don’t conclude that your future is hopeless just because the dream job doesn’t land straightaway. You open a positive path when you maintain focus. Have the confidence to know that the perfect job for you is out there.

    Remember, you are not alone. Many people walked this road and they would urge you to keep the momentum. Stay open-minded and go where the opportunities take you: it will bring you closer to the job you really want.

    Coming Out on Top

    While getting fired isn’t the ideal situation, it isn’t the end of the world either. Even if feels like a doozy right now, you will get through it and emerge happier on the other side.

    Be clear on what you want, have courage and believe in yourself. In the end, you may decide that getting fired was the best thing that ever happened to you. It can be the catalyst for a powerful, career-fulfilling change.

    More Tips on Career

    Featured photo credit: Jesus Kiteque via unsplash.com

    Reference

    Read Next