I’ve been in businesses from the smallest mom-n-pop company, all the way through Fortune 500 corporations.  I can say, universally, that all the businesses, to one degree or another, focus on “their way of doing things”.  It has to be that way to some extent.  In fact, it’s the core of some businesses.  Franchises are a good example.  They are generally successful because they have a very specific way of doing things, and customers like that.  Customers know that if they go into a franchise in Miami, FL, and then go into the same franchise in Boise, ID, they will typically get the same quality at both stores that they have been accustomed to.  People like predictability and consistency.  But is there a point when this becomes a problem?  To get this answer we have to make a distinction between branding and procedures.  What is the difference between branding and procedures?

For the purposes of this discussion branding is a comprehensive term used to describe the image, products and services a company puts forth, and the manner by which (from the public’s perspective) the company goes about doing business.  That describes a company’s brand.  The key phrase, however, is “from the public’s perspective”.  What a company projects to it’s customers may be very different from what goes on behind the scenes.  By distinction, the internal procedures by which a company ensures a degree of accountability and uniformity within the company is very different from their branding.

But what does all of this have to do with “Being the company that your customers want?”  It’s really quite simple.  Let me explain.

I can state without a doubt that every company is quite concerned about the image it presents when it puts itself forward to do business.  Perhaps it is because they are truly concerned about their image, but it today’s litigious society, it might also be because they fear being sued.  For whatever reason, they are concerned.  They spend a lot of time and effort thinking about all the ways they need to be fair and legal so that they won’t be sued.  (And to my great chagrin, this also extends to political correctness.)  Yes, this is a necessary thing to do.

But what about what the customer wants?  Have you spent any great deal of time thinking about what they want?  Are you in business simply to get a paycheck, or are you really trying to fill a need in your marketplace?  You probably went into business either because it was a way to make money, or because you really like what you do.  If you can do what you enjoy doing AND make money at the same time, isn’t that the real key to success?  The answer is “yes” for you, but not so much for your customer.  What do they want?  I have said this many times before, and I’ll make it one more time.  Here’s what they want:

  • They have a need to fill (or perhaps a desire)
  • Your product or service should fill their need or desire
  • They want that need filled simply, easily and without hassle, and in a way that is convenient for them (not at your company’s pleasure).
  • They want it done at a price that presents them with a good value for the money that they are spending.

….and I could go on with a much longer list, but these are their basic needs.

Today, ask yourself some honest questions about your business.

  1. Am I a company that my customers like to do business with, or are we so caught up in our procedures that the focus is “all about us”?
  2. Is your company focus all about the sale, or are you sincerely trying to fill a customer’s need?
  3. Is it easy for a customer to do business with your company?
  4. Does your company really desire, at it’s core philosophy, to do a good job for your customers, or are you collecting a paycheck

I challenge you today to “Be The Company That Your Customer Wants.”  Don’t settle for the new way of doing things.  Set a high standard of customer service, and get a fair price for your products and services.  Don’t just put on the face of “Hi, how are you doing today?”  Be sincere in all your dealings with your customers.  I challenge you today that if you or your employees are tired and burned out of the daily grind, get some fresh blood in there that will do a good job for your customers.  Don’t just go through the motions.  Your customers will recognize whichever path you take.

  • AKOR Services
  • Allen Beck, Owner
  • 2229 NE Burnside Road, #19
  • Gresham, OR 97030
  • (503) 427-8553
  • http://www.akorservices.com

Copyrights 2013.  All rights reserved, AKOR Services.