Success in business is defined by the little things. I always share with clients that they are the ones that define their success, not me, not the media, not their competitors. Whatever your definition of success is, I’m convinced that it comes from the little things. Thinking like a Customer is a little thing that can reap big rewards.
Let me share an experience with you and see if you agree that little things make a difference. I attended a local trade show because it was all small businesses and that is my target market so when they are together, I need to be there. Hoping to have an opportunity to chat with an entrepreneur or two I arrived at the venue. It was obviously a busy event as the main parking lot was full. As I made a round of the lot, I noticed many vehicles bearing the names of vendors. I took note of the names. Since there were no spaces in the main lot where people who have money that they are prepared to give to vendors could park, I parked in the lot across the street. Walking is always good so there was no problem for me to park away, but I’m only one person. There were three vendor vehicles parked in the lot across the street and I took note of them as well. They are businesses that Think Like a Customer. “I will park across the street so that you, my Customer, can park close to the venue.” A small thing, you might say. Being picky, you might say. Perhaps. But what would it take to eliminate this situation? Nothing. Just the simple task of parking across the street. By the way, I would suggest you park near the road so that people can see your vehicle.
If you are reading this and thinking that I have no idea what I’m talking about, I would suggest that unless you have unlimited funding or change your thinking you will not be in business for the long haul. If you counter that you’ve been in business for whatever number of years, I would share a Babe Ruth quote with you. “Yesterday’s home runs don’t win today’s games.”
There was a second thing I noticed that seemed to leave a lot of money on the table. While the displays were awesome with tasting and samplings, very few asked for contact information. So you’re at a show and maybe 300 people stopped to look at what you were offering and you never got one single name? Even more bizarre was the fact that almost nobody had business cards, brochures or flyers out for people to take home. Buy my stuff today, one time, or we’re not doing business.
Business success is all about relationships, not sales.
