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If your business disappeared tomorrow…

If your business disappeared tomorrow…

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    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.

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    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.

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    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.

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    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.

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    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!

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    Last Updated on September 23, 2020

    Do What You Love and Love What You Do to Achieve More

    Do What You Love and Love What You Do to Achieve More

    Are you waking up each day looking for that perfect thing, activity, or job that will make your life work? Or, maybe you are looking for that perfect relationship. Once you “get” this new thing that will allow you to do what you love, you are sure that you will be happy forever.

    In reality, life doesn’t work like that, and we would probably get bored if it did. There is likely no one thing, experience, or activity that will keep you feeling passionate and engaged all the time. What’s important is staying connected to what you love and continuing to grow in the process.

    Here, we’ll talk about how to get started doing what you love and achieving more in life through the motivation it brings. Doing this doesn’t have to take a long time; it just takes determination and energy.

    Most People Already Know Their Passion

    So many people walk around in life “looking for” their passion. They look for it as if true passion is some mysterious thing that is difficult to find and runs away once you find it. However, the problem is rarely lack of passion.

    Most of us already know what we love to do. We know what excites us, even if we haven’t done it for years. Instead, we focus on what we think we “must” do.

    For example, maybe you love building model cars or painting pet portraits. Yet, each day you work a completely unrelated job and make no time for the activity you already know you love. The truth is you probably don’t need to find your passion; you just need to start doing what you already know you’re passionate about[1].

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    No Activity Is Exciting All the Time

    Even people who are living their dream lifestyle or working their dream job don’t love it all the time. Every job or lifestyle has parts of it that we won’t like.

    Let’s say your dream is to become an actress, and you succeed. You may not enjoy the process of auditioning and facing rejection. You may experience moments of boredom when you practice your lines over and over again. But the overall experience is totally worth it.

    Most of life is like that. Don’t set yourself up for disappointment by demanding that life be perfect all the time. If things were perfect and easy, you would ultimately stop learning and growing, and life would begin to lack even more meaning in that case.

    Be grateful for both the good and bad moments as they are both entirely necessary if you genuinely want to do what you love and love what you do.

    Doing What You Love May Not Be Easy

    Living a life you love is unlikely to be easy. If it was, you would not grow very much as a person. And, if you think about a great book or movie, the growth of the main character is what matters most.

    What if the challenges you meet along your path to living a life you love were designed to make you grow as a person? You may actually start looking forward to challenges instead of dreading them. An easy life hardly ever makes a compelling story.

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    If you struggle to overcome challenges, try writing them down each time you encounter one. Then, write down three ways you could tackle it. Try one, and if it doesn’t work, try another. This way, you’ll learn what does and doesn’t work for you.

    How to Do What You Love

    There are many small steps you can take to ensure you are making time to do the things you love. Start with these, and you’ll likely find that you’re already on the right track.

    1. Choose Your Priorities Wisely

    Many people claim they want to do something, yet they don’t do it. The truth is they might not really want to do it in the first place[2].

    We all end up following through on what matters most to us. We make decisions moment by moment about what we need to focus on. What we choose to do is what we deem most important in our lives.

    If there is something you claim you want to do but you don’t do it, try asking yourself how much you really want it or where it’s currently placed on priority list. Are there other things you want more?

    Be honest with yourself: what you currently do each day is a reflection of your priorities. Recognize that you can change your priorities at any time.

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    Make a list of your priorities. Really take the time to think this through. Then, ask yourself if what you are doing each day reflects them. For example, if you believe your top priority is spending more time with your family, but you consistently take on extra hours at work, you’re not really prioritizing things in the way you think you are.

    If this is happening, it’s time to make a change.

    2. Do One Small Thing Each Day

    As stated above, doing what you love doesn’t have to mean finding that perfect job that makes you want to jump out of bed in the morning. If you want to do what you love, start with one small thing each day.

    Maybe you love reading a good book. Take ten minutes before bed to read.

    Maybe you love swimming. Get a membership at the local YMCA, and go there for thirty minutes after work each day.

    Dedicating even a short amount of time to something that brings you joy each day will improve your life overall. You may find that, over time, a career path related to what you love to do pops up. After doing the thing you love each day, you’ll be more than prepared to take it on when the opportunity arises.

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    If you need help making time for your passions, check out this article to get started.

    3. Prepare to Make Sacrifices

    If you are an exceptionally busy person (aren’t we all?), you may have to make sacrifices in order to make space for the things you are passionate about. Maybe you take on less extra hours at the office or take thirty minutes away from another hobby in order to develop another that you enjoy.

    Looking at your priority list will help you decide what can get put on the back burner and what can’t. Remember, do this thinking about what will help you feel good about how you’re spending your time. 

    For example, if you love writing but rarely make time for it, consider getting up 30 minutes earlier than normal. Or instead of browsing your phone for 30 minutes before bed, you can write instead. There is always a way to find time for what you love.

    Final Thoughts

    If you love what you do, each day becomes a joyful adventure. If you don’t love what you are doing, life feels like a chore. The best way to achieve success is to design a life you love and live it every day.

    Remember, doing something you love doesn’t have to include big gestures or time-consuming projects. Start small and grow from there.

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    Featured photo credit: William Recinos via unsplash.com

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