Quality is overrated…

Quality is simply overrated. Quality is insufficient to win in business nowadays. Today more than ever before being the best in something doesn’t reflect on your bottom lines.

 Examples are everywhere if you are willing to search for them. Being the best means nothing if weaknesses in communication (marketing, structure, sales and processes) do not translate in new leads, clients and profits.

 What if…

 What if there is a way to reach your ideal prospects, to communicate a powerful message and stay on the top of their minds once they are ready to transact with your business?

What if you could develop more predictable, more benefit-oriented, creative process that will not only bring you more money and satisfaction but also position you and your firm preferably every time and build pro-active, for life, relationships with people that matter?

What if committed resources (time, money, people) could be employed differently? How would your business perspectives look like if you change one thing that makes all the difference?

Too good to be true?

I know, this may sound too good to be true and I believe you heard all of these already but it is so critical and basic that I had to repeat it and emphasise it yet another time.

Leverage is the keyword

One thing that changes everything is the mastering the art of leveraging in your business. Put it simply, knowing how to perform in anything doesn’t mean you should get involved and doing it on your own.

The core concepts however must be familiar to you. You must understand the process and its value drivers, but the nuts and bolts of technical components are simply not the best way to spend your resources. If there are people in your business (inside or outside) that can do it more effective, faster and cheaper there is no logic in doing it on your own.

The whole leverage principle in my opinion is based on repetition, analysis and creative processes. It must be structured to synergise other people’s resources, skills and abilities where win-win solutions are emphasised. It is mastery and the art of connecting the dots, purpose-built proposition, where everyone must win.

Peter Drucker, father of modern management said

“Do what you do best and outsource the rest.”

And it is so true these days. Your core should be done internally, where the core is something regularly performed by you and your business on a daily basis, your main activities, your core competencies and processes that form the source of your competitive advantage. Everything else that does not contribute to the value of your process and your clients should not be penalised to pay for it is not your core activity and should be dealt with externally.

Your ultimate objective

…Replacing yourself with the system. But what this actually means?

As a business owner, entrepreneur, mastermind behind your venture, you must know what are value-adding activities in your business. You must be able to identify core value drivers and develop processes (visual and written) to emphasise them and to install effective measuring and feedback procedures.

“You must be able to draw your core processes visually. If you are unable to do so there is a big chance you don’t know what you are doing.” E Deming

You see, a business is a set of processes and how effective they are will determine your success as an entrepreneur. Integration, functioning and specifics are your obligations. If developed in a structured and planned way, processes could propel the business to unthinkable heights. Vice-versa if poorly managed and structured they will break both; your bank account and your chances to win in the game of business. They will drain your energy, resources and motivation and your best people will leave.

Simplicity – make things simpler, emphasise essentials

Your marketing offer should be simple and without hype, meaning there must be easily understandable propositions, benefits, desires and calls to actions. You must be to the point and you must be able to prove your claims. If prospects struggle to find out what your message is all about, if there are grey areas in your copy that raises suspicion and doubts, you bet, people will know it. More often than not they will tell their best friends, people they trust and work with, about it too. Don’t go down this avenue…

Build relationships first

People do business with people they like and trust. The goal of effective marketing is to create repeatable business and clients/customers for life.

Creating and sustaining a trust-based relationship with your clients doesn’t happen overnight. Again it’s the process that takes time, effort and persistence.

Nurture your best clients, offer assistance when needed and provide value. Even more importantly, communicate your value and success stories. Share what works and prevent disasters. Be in their minds and hearts long before they need your expertise. This is the essence of client management.

Make them feel important, and do everything in your power to protect and safeguard their best interests.

Understand their needs

Serve your clients in a way you expect others to serve you. Do your best work, not more and nothing less than that. Don’t transact based on your individual need. Don’t sell and transact when you have something to sell, do so when they need to buy and the benefits for them to do so is simply too large to be ignored.

Educate often and constantly. If there is a real need someone will always buy. Needs not merely wants creates long term relationships. They may want something that may not be in their best interest and it is your responsibility to step up and explain the best options.

Why do clients come to you in the first place?

Why you and not somebody else?

What problems only you can solve?

Are you really their best option?

When they have a real problem, an immediate need and no choice but to hire your expertise and know-how; stay on their side and don’t take advantage of it.

 Crisis doesn’t last forever

When the crisis is over, because it can’t last forever, you could tap a less crisis-driven, more pro-active projects that bring you with more predictable outcomes.

Clients will always remember how you acted in tough times and you create long term relationships.

You can’t lose by scoring high-value points when it matters the most.

Accelerate your transaction cycle

Transact fast, get early wins. Provide quick solutions. Insist on rapid improvements. Expect the best in the shortest time span. No client wants a resolution next year. Provide value and be equitably compensated. Value brings them back, value brings them over – not your check-lists, reports and other commoditised resources.

Stay in sight and top of mind

Be relevant. Stay informed. Provide points of contact. Address your industry concerns early and remain well educated around your core expertise.

You must know something about everything and everything about something. Specialise, but don’t be stubborn.

Look around for practices that work. Go beyond what is expected and outside the comfort zone. Grow with clients. Be their logical choice way before they need you…

Stay flexible

 Don’t be boxed in your own methodologies especially when you are just starting on your own.

Don’t assume, ask. Don’t criticise, validate. Don’t prescribe, involve them in solution finding processes.

Eliminate obstacles when they are too large for the client to comprehend. Provide options, solutions, choices…

Clients value options and choices and you will be directly compensated to the quality of solutions you provide. Unless you are inflexible in your trading terms…but that’s another discussion altogether.