The two most powerful ways to endear yourself to someone else are: (1) to help them over a fear, or (2) to make them feel better about themselves. Today, more strongly than ever before, these two realities are your highest voltage power tools for driving a continually vibrant top line.
 
But it’s not a popular idea among many marketers. Or engineers. Because it’s right brain thinking. Not all logical and neatly measurable. And because it’s contrary to nearly everything that’s made them successful in the past.
 
But societal patterns and cultural norms are changing. Fast. With the combination of immediate access to everything we want to know, and with the realities of our “new normal” global economy, business as usual is passing away. Left in its wake, the specific attributes of what people buy are becoming less meaningful in their purchase decisions than the experience they have in buying it.
 
So, what does this mean for the person in The Job At The Top?
 
It means rethinking every aspect of your business according to new standards. Sure, you’ve got to continue offering great products and services. But no longer are those sufficient.
 
Wrapped around what you sell needs to be your obsession with what it feels like to do business with you. Whether you help them over their fears. Or help them to feel better about themselves.
 
My choice for car service, for example, has little to do with the quality or the price of the work. To me, it’s all about the same. But it has everything to do with the counterperson remembering my name. With a cup of fresh, high-quality coffee on the counter. A pleasant place to sit and chat about town issues, with an owner who’s well-informed. One with a zeal to rush a job, and a readiness to deliver my car to my home, if I need it. A business that my friends support, and that supports charities I admire.
 
Add 10 minutes to your 20 minutes a week alone thinking about your business, and include how you can make your business as important to your customers as Village Auto Repair is to me!