(Time to read this Blog article is about 2 minutes)

 

Here’s a simple 3-step process that we use with clients around the world to help them increase loyalty, sales and profitability.  They pay me big bucks for this info.  Here it is for free…and it could transform your business!

Step #1:  Define your business by how you ‘help’…not by what you sell:

Most businesses make the mistake of defining themselves by what they sell. “We sell computers, insurance, cars, mayonnaise or seats on airplanes”.  Whatever it is that they sell, that’s how they define themselves.

The problem is that when we define ourselves by what we sell, our focus tends to be on us and our need to sell more.  It’s all about ‘us’.  In order to get passionately focused on our customers, it’s far more useful to define ourselves, not by what we sell, but by how we and what we sell HELPS our target customers.

Here’s a great example.  In the past year I’ve spoken at several Conferences for mortgage companies.  When I asked them what business they’re in their answer was always the same, “We sell mortgages!”.   

Let’s look at what their business sounds like when we simply redefine it by how they help people…not by what they sell. “We’re in the business of helping people buy a home and to own that home mortgage-free as quickly, conveniently and inexpensively as possible.” 

Isn’t that the mortgage company that you’d want to deal with?  Why?  Because they’re focused on helping you do what you want to do.  A question that I love asking clients is, “Are you trying to get customers to do what you want them to do…or are you committed to helping them do what they want to do?”

So, first, using the mortgage company example above for guidance, set an hour aside in the next week to sit down with some of the best minds and hearts in your business and define yourself by how you and what you sell helps your target customers, functionally, emotionally and financially.

Step #2:  Make a list of all the HELP your target customers need in any way related to choosing, buying or using what you sell:    

Now that you’ve redefined yourself by how you HELP, take some time to think and feel like a customer. Sit down with your team and start making a list of all the help your target customers need in order to know about you and all the value you offer, to wisely choose and effectively use what you sell…and what kind of help they need in any way related to doing business with you.

Think of what products, services, information and coaching, convenience, confidence, kindness and encouragement, payment methods or terms they might need to have a complete, successful and stress-free experience with you and with what you sell.  To jump-start your creativity, consider these four simple questions…

  1. Do all of our target customers know about us and all the value we offer? How can we help them know more about us?
  2. Functionally, emotionally and financially, what are people really trying to do when they’re buying and using what we sell?
  3. What do they want or need to know to wisely choose and effectively use what we sell?
  4. How do they want to feel when they do business with us and every time they ‘use’ what they buy from us?

 

Step #3:  How will you deliver some of that help…better than your competitors?  

Now that you know exactly what kind of help your customers need, get creative.  Start thinking of how you will effectively, consistently and profitably deliver some of that help…better  than your competitors. 

What can we do to help them to know about us and all the value we offer?  How can we help them to do what they’re trying to do?  How can we help them to know what they want or need to know and what can we do to help them to feel the way they want to feel?

Think ‘WOW’…think ‘amazing’…think about what has never been done before. Think and feel like a customer and have the creativity and the courage to create compelling customer-owning value and experiences at every touch-point.

In my days as a retailer of ladies fashions we used this same 3-step process to fundamentally redefined the customer experience.  We were the first in the world to put four hooks in a change room.  We offered electric reclining massage chairs for husbands, a pirate ship play area for kids and instant birthday parties for customers shopping on their birthday.  We offered free drinks, free diapers, diaper wipes and cream for young mothers in distress and a magic sign that invited customers to, “Please take as many items in the change room as you wish!” 

We priced merchandise honestly, didn’t manipulate customers into buying stuff that they shouldn’t and generally offered more help, more kindness, more real value than any of our competitors, most of whom told us that we were ‘nuts’.  Our customers loved us, raved about us to their friends and came back over and over again.

How did we do it?  Rather than saying, “We sell ladies clothing.”, we defined ourselves as being in the business of helping women to look good and feel good.  We took the time to think and feel like a customer.  We cared passionately and we constantly asked two powerful questions, “What’s possible…and what’s next?”  You can’t do everything at once, but something can always be ‘next’.

Here’s another example: The medical imaging division of General Electric sells complex and expensive MRI and other imaging equipment to hospitals and medical clinics. But, by understanding what life is really like for their customers, they sell more than that. They sell help.  They sell financing, training and maintenance contracts…and, for those customers who want a total solution, GE will install, staff and operate a complete medical imaging department on a revenue-sharing basis.

So, what kind of help do your target customers need in any way related to what you sell them and what will you commit to do to deliver some of that help…better than your competitors?  Trust me, you’ll sell more by helping more! 

About Donald Cooper

Donald Cooper, MBA, CSP, HoF: Donald speaks and coaches in over 40 industries throughout the world.  He delivers the ‘straight goods’ on how to sell more, manage smarter, grow your bottom line...and have a life!  To chat about ‘possibilities’ for your next business or Industry Association Conference, call me at 416-252-3703 in Toronto, or click here to connect to our ‘Enquiry Page’.  

One Response to 3 simple steps to increasing loyalty, sales & profitability in your business:
  1. Great article, Donald. At this very moment we have a client who even having used our tools still believes his gut instinct in the hiring process is stronger than any assessment tool can be, when it comes to learning about someone. Even though he contacted us, having a turnover problem. I am going to use the information in this article to redefine for him, exactly what we do, as a value to him.

    Jack.


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