Karen Keller
When it comes to running a business, there is so much to think about. Organizing and keeping on top of daily operations, marketing, bookkeeping, customer service, employees, vendors, etc. It all pretty much takes up a business owner's time. These are definitely important areas to focus on but when have you (or have you ever) made a point of literally stepping outside of your business and into the shoes of your customer to see how your business is perceived?
I recently interviewed Guy Kawasaki, the former Chief Evangelist of Apple, co-founder of Alltop.com, and author of the exciting new book Enchantment: The Art of Changing Hearts, Minds and Actions. The book is a fabulous read.
As Guy said: "For 30 some-odd years, I have been evangelizing and enchanting. And I became a student of enchantment and influence and persuasion, particularly Bob Cialdini. I’ve also read the Dale Carnegie book. And I love their body of work. So I wanted to be the third leg in this three-pronged body of knowledge of influence, persuasion, wooing, and enchantment."
Guy also highlighted the issue of eliminating the blocks or fences to enchantment as it pertains to business. He says you have to wonder if companies ever use their own product? What a great question! How else can we really assess what we're offering and how that offering is being perceived by our customers?
What's the outside view? Take a close look at the outward appearance of your business; what your website says, what your business cards and voice mail say. Does what you wear, your web and printed materials, and how you handle clients have the same end goal?
This also applies to the materials and products your customers buy from you. Do they represent a solid professional yet approachable you? Is the depth of your content useful, valuable and original?
Monitor others who represent you. If you have employees, this will be easier to do than if you're a solo-entrepreneur. Call in (even disguise your voice a little) and see how the phone is answered. Ask to speak to a salesperson about a product and listen to how the salesperson represents the product and your company. When in the office, take some time to watch how employees interact and see what their camaraderie is like. Happy employees will make your company shine.
If you are a solo-preneur, take the pulse of who you do joint ventures with. Who are your raving fans? Do they rave about your message? Your business? Your ideas? Are you partnering with people who support and complement you?
Check on systems and procedures. Do you have well thought-out policies and procedures for everything in your business? There is so much more to business than working with clients, marketing and bookkeeping. If necessary, get some training in this area or hire a qualified person to help. Systems are essential in helping you ride the wave of ups and downs and much more over the long haul. Systems will always need tweaking as you add more people or technology to your operations as well.
Essentially, doing a little business check-up from the outside at consistent intervals will help ensure you're giving your customers exactly what you say you will, when and how you say you'll do it. This goes a long way to forging a great reputation and being perceived as a thriving company that puts people first. It's the art of enchantment. Enchant your customers with excellent communications and quality products and services. Then the “know, like, and trust” factor will keep them coming back for more.
