People don’t buy what you do, they buy why you do it. Simon Sinek, author of “Start With Why”, powerfully argues that people are compelled to look for relationships with someone who shares their purpose. (The video is available at the bottom of this post.)
Consider Apple Computers. They have developed a cult-like following who will buy almost anything they produce (e.g., computers, phones, mp3 players), not necessarily because their products are the best, but because Apple has successfully marketed the “Why?” behind the brand. According to its website, Apple is “out to change the world”. They do that by engineering beauty and functionality into the products they develop. It just so happens that they build computers.
Compare that to other computer companies who market only their features and benefits. “Here’s what we do and here’s how we do it. Please buy one.”
Sinek’s point is that most companies start with “What” and then move to “How”. Rather, they should start with “Why”, explain “How”, and then describe “What”.
This got me to thinking about the “Why?” behind Grimbleby Coleman. Why do we do what we do? Yes, we provide high-quality services and excellent client service, but why? Here’s a brief example of what our firm description looks like, using the “Why, How, What” approach:
We believe that small business drives the economic engine of the greater Modesto area, provides community resources to improve our quality of life, and gives people the opportunity to care for their families.
We support them by investing in the best people and resources available in order to improve business profits and cash flow, maximize the assets that the business owners can control, and provide meaningful financial information to owners, their bankers, and investors.
As a result, we provide quality insight and analysis with the financial statements we deliver, tax planning that considers all opportunities, and business planning that includes strategy development, analysis, and successful implementation of changes to processes and structure.
We invite you to share your purpose with us. Develop the “Why?” around your business and share it with others. Let me know how it changes the responses you get from others. We’ll post your responses below.
Two weeks ago, in full Administrative Assistant mode, I made a phone call to an insurance company with one goal in mind; to get a copy of my fiancé’s business liability insurance certificate. He is a landscaping contractor and liability insurance is a necessity for him.
After changing insurance companies because of poor customer service, he immediately started having problems with the new company when he needed a copy of his insurance certificate. Although the payment had cleared the bank, he still had a problem getting his hands on the paperwork. Repeated phone calls and e-mails over a week’s time were never returned.
By this time, he had a job that required a copy of his certificate. Except, as he couldn’t reach a live person, he couldn’t get a copy. After another week, he finally managed to get the rep on the phone and was promised a copy. Except, you guessed it, it never happened. Needless to say, he was a little upset (understatement) and frustrated (understandably).
At this point I offered to help by making a call for him. But, he tried one more time, got voice mail again, and finally gave in and let me help. I’d had enough myself and got the contact name and number.
I already knew that leaving voice messages wasn’t working, so my plan was to find a way around the voice mail. This was going to be tricky, though, since it seemed that the insurance company’s goal was to be unavailable to their customers.
My first call that morning hit the voice-mail wall and I hung up. How was I going to get a person on the phone? Their phone system was automated from the get-go which made it almost impossible to talk to a living, breathing human being. “Almost” is the key word here, though, so when I redialed I pushed the one button I knew would connect me…
“Press ‘1’ if you would like a quote for new insurance.”
Bingo!! Just as I thought, a live person came on right away. I nicely explained the problem and, before I could say thank you, I was transferred to someone right there in the room who could help me.
The story ended well, with no less than seven apologies, and a higher-level contact person (with e-mail address and direct phone line). And, the company followed through with both the needed documents and more apologies to my landscaper.
After going through all that, I couldn’t help but think to myself, “Just how clever do your customers have to be to get what should be the most important thing of all, the service or product for the money that they’ve paid for?”
As a consumer myself, I think only one thing… “Was what I just paid for worth it?”
If spending just one minute on the phone with your customers will not only care for their needs, but ensure that they keep returning, wouldn’t that be worth the minute? In times of economic abundance, perhaps this isn’t as much of a priority for some. But these days…??
Take a look at your processes, policies, and procedures, and then ask yourself…
The Lakeside Lemonade stand at Pinecrest Lake has employed many business practices that are universal. What is it about selling lemonade that brings you back to the fundamentals? Even Donald Trump used the lemonade stand in 2004 as the very first test on the premier of The Apprentice.
As a business, it’s pretty easy to get started. There’s plenty of time during summer vacation, Mom provides the equipment and the inventory, and the location is generally in your front yard. A piece of paper quickly makes a sign and, voilà, you’re in business.
So, what makes Lakeside Lemonade stand out from the crowd? Here are 10 things I observed first-hand during my five-minute rest.
1) Be passionate – As I previously discussed, the owners showed passion about their business. With energy and enthusiasm, they took pride in what they had done and the opportunities that were ahead.
2) Location, location, location – The business was in a beautiful lakeside setting, in the heart of one of the most heavily-travelled parts of the trail. Another stand we had passed was set up in a more remote setting, up the hill from the lake. Needless to say, sales were not brisk.
3) Invest in your facilities – The business looked successful. Signs clearly displayed prices, ice was close at hand, a new cash box made handling money much more efficient, and the “Recycling” and “Compost” waste bins were clearly marked to show the customer how to keep things “green”.
4) Engage your customer – They were eager to engage people in conversation and lead customers into making more of a purchase than they probably intended.
5) Educate your customers – Nutritional information was clearly displayed for those who may have had concerns about what was in their Country Time Lemonade or Chips Ahoy cookies.
6) Listen to your customers – As a result of listening to their customers, Lakeside Lemonade had added cookies to their previous single offering of lemonade.
7) Provide an experience – Chairs and benches, complete with seat cushions, were available for hikers to take a brief rest while enjoying their refreshments. The enthusiastic banter from the owners welcomed each new customer and helped create buzz among people passing by. One customer even commented, “This time I brought my wallet with me.”
8) Give people options – Lemonade was available in two sizes, with or without ice. Cookies were priced at 25 cents each, but you got one free with the purchase of four.
9) Provide employee incentives – One of the business operators commented that he had just arrived 10 minutes ago from back east. To my comment that he had already been put to work, one of the owners responded, “Hey! I’m giving him part of the profits.”
10) Look for expansion opportunities – Just as these entrepreneurs had used customer feedback to add cookies to their product line, they were also enthusiastic enough to think there were more opportunities available (new products, new locations, etc.)
I’m sure there are other bits of business insight that you could take away from a visit to Lakeside Lemonade. I encourage you to stop by on your next visit to Pinecrest. But hurry, school starts in a few weeks and these business owners will be in recess.
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