Why your business shouldn’t try to be a hero!
A customer is the most important visitor on our premises, he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so. ~ Mahatma Gandhi
Everyone who uses your product or service has a problem that they want solving.
Now this might make you feel like some hero, but that’s where you’re wrong, according to the book; Story Brand by Donald Miller, you are merely the guide in someone else story.
Think of last time you bought something from a shop. You didn’t walk out of the shop turn around and bow or even feel full of gratitude!
The shop was nothing more than a tool that supplied the thing you needed for the next part of your life’s journey!
Often as business owners, we are also living own stories and forget that when it comes to business, we are here to serve and not to be served.
First, it’s important to realise that there are three aspects of all problems;
internal ( feelings and emotions, creative and motivational etc.),
external (food, time, tools etc.), and also philosophical (how this problem is affecting the customers main objective/ life purpose) and they all need addressing!
So for instance with food,
the external problem could be hunger,
the internal problem being wanting to feel morally aligned with their beliefs.
The philosophical problem could be wanting to live a long and healthy life
So by providing a healthy vegan meal in a zero waste container, you can solve all three problems.
So now you have the problem and the solution but why would a customer choose you over your competitor?
It’s pretty simple, stop acting like the hero.
Often A company tagline will say things like ‘We have the best coffee in London instead try ‘Coffee that gets you ready for the London hustle.’
Or ‘Our business has been around since 1998’, here it could instead show a picture of a customer and a quote saying ‘I’ve been using this company since 1998 because they ask me what I want.’
‘We are the industry leaders’, which might be right but it puts your business as the centre of the story, not your customer. In this case try ‘time-saving, simple and affordable’, this one is more driven by what the customer wants!
Please give it a go and see how your customers react when you become the trusted guide, not the hero!
Don’t try to tell the customer what he wants. If you want to be smart, be smart in the shower. Then get out, go to work and serve the customer! ~ Gene Buckley