Customer

Do You Know Your Target Audience?

October 25, 2018 By kwmccarthy

Are your sales not where you would like them to be?

With many new clients, I often find that the failure to aim narrowly at a specific target audience is

confusing clients
extending the sales process
demanding on salespersons
losing them business

Is your marketing strategy and plan truly promoting your goods and services to the right people?

Time and again when interviewing business owners, salespersons, and marketers, I find their marketing message falls short because of confusion over a target market versus a target audience. This simple strategic marketing mistake costs dearly as the customer is left confused with messages that speak at them instead of to them. Confused customers are less inclined to buy.

Conducting a target audience analysis identifies specific needs, wants, hopes, and aspirations.

When you speak the customer’s language it offers assurance that you understand them and know how to solve their problem. Their comfort that you can identify their specific problem draws them to a conclusion that you are more appropriate and capable of caring for them.

When you’re perceived to be a less risky purchase, then the value proposition tilts in your favor. More sales can follow.

Communicating in generalities leaves customers guessing.

Here are two examples of ads from home heating and air conditioning companies in a local paper.

Ad #1 reads: “We’re the number one HVAC specialists. Call us for all your needs.”

Ad #2 reads: “Has your home air conditioning system just stopped? Call and be cool soon.”

Advertiser #2 has invested a bit more time that speaks to the specific needs of his target audience. It may appear a more expensive and narrow strategy, but the real test is not the number of calls, but the number of qualified calls. What do you think, will #2 beat #1?

Follow this simple On-Purpose Business Person rule of thumb:

Now that you’re thinking about the concept, who’s your target market and target audience? Want to talk it out? We’re here to help you.

Business Building: A “ME” or a “WE” Business?

December 7, 2017 By kwmccarthy

Business building is exciting.

Don’t let the excitement get the better of you. There’s a fork in the road in your business design that is too easily missed or goes unrecognized. The strategic and performance implications are profound.

If you are planning to start up a small business or are already running one, then you have a deep leadership decision about the orientation and attitude of your business as a “ME” business or a “WE” business. This orientation will play a major role in defining your corporate culture as well as the long-term sustainability of your organization—even its viability to be sold.

Here are two basic ways to go about business building:

M.E. = My Ego

W.E. = Winning for Everyone

Many professionals’ offices and mom and pop businesses are “ME” businesses simply by default or lack of knowing any better. “ME” businesses may provide adequate customer service, but they are more likely a source of periodic customer service nightmare stories.

Being a business advisor for over three decades, I’ve observed that most ME businesses do not have happy endings for the business owners who are unaware of the “ME or WE” business model. Either the business success is so dependent on the person that there isn’t a viable exit strategy, or the reputation of the business is so poor there’s no goodwill worth buying.

The employees are workers doing the owner’s bidding, so in the boss’s absence they’re lost or unable to act independently.

Sale of the business is next to impossible, or it will be bought for pennies on the dollar.

Family members capable who would be a logical part of the succession planning have long since departed the scene to carve their own way. Or worse, they’re still around as dependents. This latter situation can get ugly fast.

Generally, these ME enterprises close when the dominant or alpha personality departs by either retirement or death. If by chance, the business is sold, the valuations are almost always discounted or only asset-valuations based because the business is so revenue and operationally dependent upon the owner.

However, if you’re unwilling, unable, or just don’t care about the long-term sustainability or saleability of the business, and if you’ve made an informed decision about having a “ME” business, then press into it all the way.

As long as you’re building a ME business by design and you understand the downside and can accept it, then there’s nothing inherently wrong with just shutting the doors when you’re done.

“WE” businesses are looking for win-win outcomes for everyone involved.

Candidly, the “Everyone Profits” mindset is a challenge to design, create, and execute, but done well is far easier to sustain and manage. (Here’s a huge tip: use The On-Purpose Business Plan as a guide.) When the people thrive, the business is more likely to follow suit.

An owner who cares about people infuses that attitude to the employees, who pass it along to the customers, who in turn send their referrals.

The spirit of customer service begins with a decision about whom the business serves. If you’ve never thought about your business orientation as “ME” or “WE,” then invest a few minutes to take a hard look in the mirror. I promise you that you can improve your lifestyle, position, and business performance if you will make a decision regarding your business orientation and then take it deeply one way or the other.

Don’t stay in the mushy middle. Pick a direction and run to it.

The On-Purpose^® Approach is a service concept with “WE” checks and balances. Yes, it is more difficult to design and develop, but it brings a sustainable and durable dimension to the business. If you need help forming or transforming your “WE” business, let us know. We have business advisors who can guide you regardless of the size of your business.

Creating Customer Service Excellence?

June 8, 2017 By kwmccarthy

Customer service is first an attitude before it is a behavior. Too often we focus on creating excellent customer service skills but we neglect the well-being and perspective of the person delivering it. How a customer is treated makes all the difference to their impression, experience, and promotion—yes, promotion—of your business.

Treat your customers right—first, because it is the right thing to do in a civil society. Second, treat them right because it is really smart business.

Do you have a concerted effort to improve the customer experience? If not, why not?

Customer service would appear to rest mostly on the shoulders of the front-line person interacting with the customer.

But does it really? Long before the customer relationship begins the top leaders of the organization hire the employees, set the standards, make investments, train managers, and create training programs.

The front-line employee is an easy target when things go wrong with customer service complaints. Admittedly, the front-line person does have a high responsibility. The fact is customer service improvement is a joint effort unified and girded by the strength of personal leadership across the entire team.

If your customer service levels have plateaued below your standards, then consider that you might have a systemic problem rather than a people challenge. Look to your business strategy, departmental cooperation, hiring, technology, training, or any number of issues under the purview of the “Customer Service” department.

Customer service skills training may provide a quick fix, but it is rarely a long-term improvement in the customer experience.

Watch this On-Purpose Minute, “Do Good Manners Matter?” about the importance of manners and the Ritz-Carlton approach to serving “ladies and gentlemen.” Having recently stayed at the Ritz-Carlton in Buckhead, GA I can tell you that this approach remains alive and well.

How On-Purpose Partners can help you

If you lead the company, you may need an assessment and recommendation to shift your corporate culture toward customer service excellence. We also offer one-on-one executive coaching as well as training and development programs designed to help your team members become TOP Performers and excellent in their customer service. Email us to arrange an appointment.

What Do You Do? (The “Do Do Dialogue”)

January 26, 2017 By kwmccarthy

You’re at a business or social event and the inevitable question arises, “What do you do?” Now is the time for your “Elevator Speech” to kick in and smartly sell your product or service. Or is it?

Most often we tell the inquirer our job category (e.g., I’m an accountant, plumber, salesperson … ) or job title (VP, realtor, sales representative) and where we work. At this point, the conversation often goes relatively quiet as they offer an unknowing, polite, or perhaps perfunctory response about your work, “That’s nice.”

If you dislike your work, perhaps ending the conversation about your job plays to your advantage by avoiding a disheartening conversation. It may also be that the person was simply making polite conversation and has no real interest in your business.

The other extreme is the canned elevator speech where your tightly crafted unique selling proposition is flawlessly presented worthy of a Toastmasters’ award. You’ve rehearsed it over and over so now you’ve said it. What do you get in return?

“Oh! That’s nice,” again. Then the person walks away for fear of being sold or bored by a rehearsed jerk with robotic responses. You were insensitive to the person.

No one likes to feel stupid or feel like they are being sold. Under either approach, at best they only have a shallow concept of what you really do and how you truly make a difference for your clients or customers. In short, you’re either putting them to work figuring out what you do or you’re working them over with your sales pitch.

The Do Do Dialogue takes a bit of thinking on your feet mixed with some advanced preparation. The goal isn’t to sell or present. Rather it is to discover how you can help them, how they can help you, or what a referral or recommendation looks like for either of you. (Yes, some of us actually think that way from the start).

Assuming, however, that you are an on-purpose business person working in an on-purpose position, then you truly are interested in the on-purpose business approach of Doing More Of What You Do Best More Profitably. If that’s the case, then your response to their question just short-circuited an organic opportunity to earn a new client or gain a source of referrals or just make a friend.

Instead, what if you had a respectful and relevant response that actually got the person interested in what you do—or at least more interested—while providing a clear understanding of your on-purpose customer?

In either a business or social setting, before you show up, think about where you’re going to be. Who you’re going to meet. This gives a huge clue as to appropriateness of response. If you’re at a neighborhood block party or the Chamber of Commerce Lunch, then you’re walking into different settings. Be wise to that.

Here’s the social setting response when asked, “What do you do?” I quickly assess whom I’m speaking with: a retired person, a young mom, an unkempt teenager, or a man in his working years.

“Do you know how many (retired persons, moms, teens, or working adults) often feel that their life is meaningless?”

Their response is typically, “Yes.”

Then I say, “I help my clients write their purpose in life and make decisions that are aligned with it so they are on-purpose rather than off-purpose.” The next question from them is typically, “How do you do that? Are you some kinda life coach?”

My response isn’t to directly answer their question, but to probe a bit further. “Why do you ask? Do you know someone who is looking to know their purpose in life?”

At this point they’ll talk about themselves or someone they know. Now I can probe further. “Tell me about that.” So rather than telling them I have a company that “does life coaching,” I model it for them by becoming interested in them.

In a business setting, I’ll assess the person but unless I know otherwise, I always assume they are a P&L business leader because that’s my clientele. I want them to get someone in mind who needs my help.

I’ll say, “Do you know how stressful it is for (business owners, sales people, executives) who are charged with making (a profit, sales, a budget)?”

Their response is typically, “Yes.”

My next “do question” is likely to be, “Does someone come to mind?”

Again, they’ll either self-identify or get someone in mind. Then, I probe further, “So what’s that story?”

Each of these series of questions has the potential to open up a powerful conversation about either the person or someone they know and just might introduce you to.

Learn the “Do Do Dialogue” and you’ll transform small talk into engaging opportunities. Who knows, you might just gain a new client or a referral and truly do more of what you do best more profitably.

Subscribe for free to The On-Purpose Minute and On-Purpose Business Minute. Enroll by clicking here and following the instructions.

Who’s Reviewing Your Business Plan?

December 8, 2016 By kwmccarthy

So you’re making plans for 2017. Who’s reviewing your business? Who’s challenging you to think about things differently? Without a review, you’re at risk of management myopia. So who’s reviewing your business plan?

Heading into the new year provides a fresh start of sorts for your business. The holidays are here, but business tends to slow down in many industries. Now is the ideal time to be planning for the future, to make great strides in your business, to re-think, re-tool, and re-engage your team based on lessons learned in the first 11 months of the year.

Reflecting on the lessons of the year so far and projecting into the future are beneficial exercises. Committing your thoughts to paper provides your team (and you) with a blueprint for building the business.

Are you willing to risk an end-of-year review and make adjustments to your business plan? You better be! It will be some of the best time and money you’ll ever invest. An independent business assessment provides sight into your blind spots. This reveals danger spots as well as missed opportunities.

The closing days of 2016 can be some of your most productive planning days. Don’t blow it by being content or simply checking out.

Mark Goldstein, the president of the Central Florida Christian Chamber of Commerce, often says, “No one loves the creation as much as the creator.” As the creator of a business, isn’t it great to have such devotion and love for one’s work? Yes, but, as Mark so rightly points out, there’s a side to being the creator that can bite us in the long run. Blind devotion to our ideas can lead to folly.

What if you don’t have a business plan to review? That’s manageable! There are plenty of options out there to help you, including On-Purpose Partners.

Writing a business plan need not be onerous. Know the reason why and assess the context of your business plan. Sample business plans and templates are widely available on the web. Business plan software programs are helpful. Candidly, a formal business plan is typically overkill for most small business owners unless you are raising money or borrowing from the bank.

How do I write a business plan? Here’s a simple suggestion: in lieu of writing a business plan, create a strategic plan at the top level of your thinking using The Service Model from The On-Purpose Business Person. It will help you identify relationships of essential activities in each level. You’ll also discover gaps in your thinking that may have been hidden from you under the surface of business activity and customer service and care.

There are two prominent weaknesses in the “Process” level for most small and mid-sized businesses:

Marketing and Sales
People

Most entrepreneurs who start businesses often have an operations or technical expertise rather than a sales or personnel background. Pay particular attention here when creating your business plan! Get help here sooner rather than later by outsourcing to agencies.

No matter what, your business (plan) will be “reviewed” by the marketplace in terms of revenues earned. How well your customers receive and respond to your products or services will provide amazing feedback. Avoidable poor performance, however, is an expensive price to pay for just mindlessly heading into the next season.

Now, are you willing to have your business plan be reviewed? Before you invest and commit your time, money, energy, and team to a hope and dream plan, consider having your business, marketing and sales plan, and people plan scrutinized if not by me, then consider some of the resources below:

A SCORE (Service Core Of Retired Executives) volunteer.
Your trusted industry or business peer group and advisors.
Me! I’m available to review your business plan and to help you refine it so you aren’t blindsided and have better success in the market.

Think you can’t afford to have your business plan reviewed? Think again! You can NOT afford to NOT have it reviewed. To paraphrase an old saying, “An ounce of planning is worth a pound of cure.”

We get annual physicals for our bodies, but what about the body of one’s work … the business? On-Purpose Partners provides an independent check-up on businesses to assess what’s working, what isn’t, and what to do about it.

Let me help you anticipate some of the land mines as well as focus your energy and effort on what matters most to get the results. I offer small business advisory packages starting as low as $1,000 for businesses with revenues less than $2 million. Email me to make the arrangements.