I was recently at a James Taylor concert (ok – maybe not a “rock star” but a celebrated performer) and as we sat watching James shake the hands of the excited and devoted fans lining the stage my friend said to me, “if you can get your clients behaving like that then you’re really on to something!”
But how do you create a rock star business??!!
In some cases – with rock stars as well as with businesses – it can be finding the right trend / look / sound / quirk / theme… at the right time. But for enduring devotion I think we can also boil it down to five basic items:
1. Talent or skill – First and foremost your company needs to have an admirable and impressive skill or product that people are thrilled with. Something needs to distinguish this service or product from others. And you need to work hard at making and keeping it the best it can be. People admire excellence and hard work.
2. Respect – You need to thoroughly respect your customers for all their differences. They must feel special and trust that you truly have their best interest at heart. There were some odd things yelled out to James at the concert but to each and every comment he made a respectful and approachable comment back.
3. Genuine gratitude – James wouldn’t have a career if his followers weren’t following. You wouldn’t have a business if your customers weren’t buying. You need to show genuine appreciation for your customers – all of them – difficult or not. They are your reason for being.
4. Authenticity – show your human side and be honest about your mistakes. In this day of social media, mistakes are often called out in public. Acknowledge them and offer resolution. Defensiveness is no longer an option. Better yet – admit your mistakes before anyone else calls you out on them and offer a solution. Down to earth approaches and honesty gain loyal customers.
5. Having a story – before each song James explained the context of the song and why he wrote it. The song became more interesting when we knew it was the song he sang to impress the Beatles before being the first person signed to Apple Records. Similarly, a product is more appealing when you know the story behind it – why it was developed – by whom – and how hard it was to design. Tell some interesting and engaging stories.
If you can be a rock star to your clients then you’re really on to something!
