Without clients nobody wins (but you can change this)
We all know that business must be a win-win for it to be successful. But while we seem to understand this idea we get the order the wrong way around.
The customer has to win first. Always.Your success depends on your clients succeeding, so it makes sense to focus on them winning first. You are tied together. A symbiotic relationship where both sides get what they want.
Sounds simple right?
Yet so many business owners seem to bypass this fundamental concept. Instead of ensuring a great outcome, they try and get more and more customers into the funnel. Hoping to grow revenue the hard way.
Could you get 100% of your customers to write a testimonial? Not cherry-pick the 2-3 that loved what you do and ignore the vast majority.
Take a look at many of the most successful companies in the world. They have a commonality that is often overlooked. Their key growth driver is that they stated, and delivered on, a promise or outcome.
Something that the customer understood. What they didn’t focus on was the process, the product or telling people how great they were. That comes later and is far less important if you get the first part right.
Business is never a zero-sum game. Someone has to buy what you offer. That person has to feel it was worth the money.
Nobody likes that person. The one at networking event busy telling you all about themselves.
So why do we all act like this on our key real-estate? Our website. Our website is the first (often only) chance we have to convert a curious browser into a potential customer. You might have as little as 7 seconds to make people curious enough to want to know more.
Mailchimp used the success promise – “Send Better Email”
Airbnb show you how much money you can make – Here in Melbourne its $962 AUD. It’s customised to your IP address
There are only 2 human needs
Your potential customers have two primal instincts driving them. A dream/desire to achieve something mixed with a fear of failure.
Both have to be met.
When they’ve come to your website they are looking for something. A solution usually. Either information, knowledge or someone to fulfill a desire.
Your job is to help them achieve that desire. Solve that problem.
Your secondary purpose, is to allay their fears. Fear stops us from transacting. What if it doesn’t work. How do I know this is right for me? If it doesn’t work then I’ll feel stupid. Think about the last 3 service providers you hired. I’m sure these same questions went through your head. Before you finally picked one of the several options you had to choose from.
By overlooking the power of these two core desires, that our customers have, we do more than guarantee ourselves failure and frustration. We leave those with whom we wish to transact with vulnerable to others, who may fill these needs that we so casually ignore.
Focus On Them Not You
Whatever we focus on gets our attention. So shift the focus to what you offer to align with what your customers want. Hint they are seldom the same otherwise you’d be overrun with customers.
How did Domino’s Pizza grow to over 8,000 franchises. The focused on a success statement.
Were their Pizza’s the best? No way. Not even close.
But at a time when fast food was still relatively new, they offered an easy to understand simple promise.
“Pizza delivered in 30 minutes or it’s free”
Did everyone understand the success promise – absolutely!
Hot Pizza. Delivered quickly.
Now go focus on what your customer wants.
About Us Page
Do about us pages actually work? Have you checked your Google analytics to see how many visitors you get to the page? Or if they even read your blurb?
This data will tell you if you are winning, a pass mark, or losing customers.
My website is different. I have an about you page instead. I want our ideal customer to self-select.
If you insist on having an About Us page then here are 10 great examples for you to benchmark against and to improve your page. Instead, you can have a services page as long as you talk more about outcomes than deliver. Benefits, not features.
Go back to your website. Try and pretend you nothing about your company. Absolutely nothing. You see the home page for the first time ever.
Ask yourself one question.
“Does this company offer an easy to understand success promise or outcome that I want?”
If your customer outcome isn’t the first thing they see and they have to go searching for a lot more information. Then you dramatically reduce your chances of them making the emotional connection, with your services or product.
Contact me if you want help in defining your success statement. Put “success statement” in the subject line.