(Time to read this Blog is about 3 minutes)

Before we get to the main topic, here are a few things to get you thinking or smiling:

1. My Biz Quote of the week:
   “A family business is simply a partnership where blood boils at room temperature.”  
   …Donald Cooper.
    
2. Quick Biz Tip:
   Hire people who will help you get where you need to go.
    
   Don’t just hire people who can help you with today’s challenges and opportunities.  You need people with the skills, expertness and drive to help get you to where you need to be in 3 to 5 years.
    
   If you don’t have a clear Vision for the future of your business, your business as you best understand it is your business as it just was.  Last year is over, you’ve studied the numbers and you’ve made up your excuses.  And then you’ll go out and hire people for the immediate past…instead of hiring people who can help you get to where you need to be in 3 to 5 years.
    
   I see this happen over and over.  This is why it’s so important to have a clear and actionable ‘Operational Vision’ for the future of your business.  For help with this important project, order my 40-page ‘Vision Critical Guide’ for just $40 by Clicking Here.  It will be the best $40 you ever spent…guaranteed.
    
3. Fun Fact:  108 baseballs used in an average MLB game. Each ball costs about $7 (US) to produce but the Major Leagues buy them for $6.
    
   The discarded balls are sold to collectors, or used for promotional giveaways, while others are used for batting practice or donated to youth leagues. Additionally, balls involved in significant plays, are kept by the athlete or authenticated and sold at auction.
    
4. Robotaxi update.  Driverless, electric taxies are not a thing of the future.  Waymo robotaxis are already doing 1 million rides per month in cities like Austin, TX and San Francisco, CA.
    
   The key question here for all of us is, “What new technology could fundamentally disrupt, or completely replace, what we do…and what are we doing about that?”  Will you be the creator of disruption, will you wisely embrace the technology created by others…or will you be the victim of disruption?

Now, to this week’s important topic:

Are you the clear ‘wise choice’ for your target customers …and where’s your proof? 

One of the biggest myths in business today is that there’s no such thing as customer loyalty anymore.  The truth is that people are loyal, fiercely loyal, to what’s best for them…or what they assume is best for them.  That’s it!

So, first we must do the work to be the clear and compelling ‘wise choice’ for our target customers.  Then, we must prove it to them.  People are cynical and confused.  They’ve been lied to, let down and disappointed too many times.  They want proof.  Below is my list of 7 ways that you can prove your value or performance claims. 

1.   Let them experience it themselves.  ‘Test driving’, sampling, examining.
2. Live demonstrations or videos that show your quality and value.
3. Independent trusted research.
4. You’ve won awards or competitions.
5. Trusted referrals from key influencers.
6. Comments from delighted customers / clients. 
7. A strong performance guarantee.

So, which of these 7 types of ‘proof’ can work for you?  The more proof you have, the more confidence you create…and the more loyalty you’ll get. 

A Heating and Air Conditioning Contractor recently told me that he had won the ‘People’s Choice’ award in his community for 6 years in a row, but had never bothered to put that on his website, his trucks, his business cards or his contract quotes.  This is nuts.  He had the most powerful, believable proof of his value…and he did nothing with it.  Don’t make this mistake.  How will you prove to your target customers that you are their ‘wise choice’?    

That’s it for this week…

Live brilliantly and be kind to each other!       

Donald Cooper 

Donald Cooper speaks and coaches internationally on management, marketing, and profitability.  He can be reached by email at donald@donaldcooper.com in Toronto, Canada.