076 – The Sole purpose of Business – The Expanded Version, or Inside Reality and Outside Perception
On Episode O67 began, The Sole Purpose of Business
Create and Keep Customers – listen to 067 first – then come for this expanded version. Another way to Think about Creating and Keeping customers
Learned this from Rich Harshaw from MYM
I went to a marketing seminar – over 20 years ago.
Inside Reality – is how you show up to serve people with your work
- What is it really like to do business with you and your company?
- As you Grow . . . It is more about doing business with your company than with you. Meaning you can’t control everything like you used to when you were smaller
- Is the experience the same now that you are bigger?
- Inside Reality is asking – What is the total experience like to do business us? From seeing your marketing to calling for information to meeting with a representative – to actually be served with your work
- Obviously, you want the Inside Reality to be Amazing – to Exceed Expectations.
Outside Perception – is your face to the world.
- When someone thinks about your business, what comes to their mind?
- Does this perception of you match the reality of who you really are?
The GOAL for the small business owner is for these two to match – Your Inside Reality and Outside Perception is the same.
But that is not usually the case
Big Box examples that have a mismatch.
- Walmart
- Home Depot and Lowes
- McDonalds
Big business that gets it right
- Starbucks
- Chic Filet
The Sole Purpose of Business
And
A business has two functions
Two Big Piles
Create and Keep
Create is: Outside Perception
Ask these questions:
- Does your marketing set you apart from your competitors?
- If you are 10 times better than the competition
IPS our unconditional Guarantee – the curse of the familiar
You are standing too close to your own business
Industry influenza – copy cats…
Outside perception options
- They don’t have ANY perception
- That’s OK for the general population But if you have KEY prospects – the people you serve best – the highly valuable customers that would benefit greatly from our work – the ones who are happy to pay a premium for your quality – the ones who will buy from you for Years and Years… IF THEY don’t know about you – That is a problem
- Outside perception they know about you – But think about you the same as they do every other company like yours
KEEP: Inside Reality – you are going to create something truly amazing. Your business is Unusually Exceptional.
That Begins with creating a Predictable Experience you are confident delivers. Then Innovate it!
Innovate or Die, as the saying goes.
Innovation is how your Keep Customers coming back
If you do not have repeat customers – You can not build a long term business.
Customers must Love your company – love doing business with you.
People Love Chic Filet – lines around the building 2 times.
People Love Starbucks and Gladly pay 5 and 6 bucks for a cup of coffee.
- Create Customers with your marketing – telling your story well – again and again. The outside perception is exceptional – You are Premier and the Obvious Choice.
- Keep Customers with your overall experience of excellence. And keep asking, How can we do this better, faster, cheaper – and still exceed expectations.
That really is The Sole Purpose of Business.
