Opportunity to Standout as a Business Leader and Gain Loyalty

What is the hidden opportunity of the century? Where is the edge?  I believe it is in providing solutions to the real challenges facing humanity.  This is not quick fix advice...it is sure fix advice.  Being a trendsetter and a part of the solution ahead of time gives you an edge as markets change. I am a forward thinker, and I grew up to face the marketplace squarely.  The power of positive thinking is awesome, and does not mean avoiding challenges.  It means assessing real conditions, facing them squarely and  dealing with them in a real world way.  People like that. We all know we are facing upheavals in the financial markets, challenges in globalization, and threats to our physical survival with climate change and more.  Even if we try to avoid thinking about it, it is in the back our minds because we see the destruction of habitat all the time. I don’t have to go into details.  And that itself is a clue.  Who's worried?  We all are one way or another. Entrepreneurs who are nimble and fast on their feet and who take deliberate and conscious action on this today will win in business tomorrow.  The faster you find solutions to increase survivability and thrivability, the sooner you will be part of the success stories of the future. Green business, social change business, environmental consulting – these are obvious.  But what about if you are an educator, a service business, or a retailer?  What can you do that keeps you successful? Focus on finding tiny 1 degree changes you can make in your company or your business practices that matter, really matter to all of us.  And let your customers know you are doing your part.  1)    If you teach, use green examples, progressive illustrations, tell life-enhancing stories.  Give assignments that further conscious awareness, reduce waste, increase positive actions in your students. 2)    If you are a retailer, the obvious is to buy socially conscious and environmentally conscious stuff and promote it.  Use efficient lighting, change the things you use for display purposes. 3)    If you are a service provider, look for answers in what you buy and use inside your business, or what you can teach your clients or show you clients.  For example, all of us can change our consumption habits, our inside out perspective. It is actually a small change to start using recycled paper.  Use non-toxic cleaning supplies, green ink in your printing, turning the heat down a couple degrees in the office.  Change your air freshener or soaps to non-chemical and biodegradable.   Use fewer disposable products in your office.  And if you are not doing it already, increase recycling – strive for a waste free company.  Each 1 degree adds up to a new consciousness, a new pride in your work, and your clients will feel it and see it.  And let your client know you are doing it because you care about them, and you care about us all.  You take action in the small stuff, and that matters. What are the benefits of doing this to you and your business?  •    Save $. These tiny, smart incremental actions might be just a few cents each, but over time that adds up.  If it doesn’t save money on the front end, look for the hidden savings or the increase in revenue you could get from the backend...the next things I talk about.  •    Reduce Stress.  Clients and staff are feeling the pressure.  It is in the back of all our minds.  So when we see companies being conscious conservationists, it makes us feel better.  You may find a ripple effect in employees being happier or healthier.  Fewer sick days, better attitudes equals less errors, more productivity.  Your staff and clients will strive to emulate you, and will even bring you gifts or ideas to help you. •    Goodwill.  People want to do business with progressive, positive, proactive people. They want to associate with and refer people they are proud of.  Consciously or instinctively they will pick it up that you are beneficial, and they will automatically begin to send you more business. Increasing goodwill increases loyalty, which increases sales and referrals.  Direct link.  One degree multiplied adds up over time.  Here is an example. The head of Nature’s Path cereals was giving a speech one day.  He said they had been looking at packaging options.  They chose to go against the trend and make their packaging smaller relative to the contents. That got my attention.  Wow!  It went completely against conventional marketing wisdom as it has been promoted.  The marketing folks often tell us to upsize our packaging to get more shelf visibility, to provide increased perceptions of value, etc. They said it gets more sales. Instinctively I’ve never liked this approach.  Who likes to buy a package that is deceptive, wasteful, anti-environmental and arrogant? It goes against the grain, against common sense.  It made me feel bad to buy it, but I had to if I wanted what they were selling.  Although it is a bad idea, the marketers say it is good business.  Who was I to argue with the marketing wizards?  So I had bought the idea to an extent.  And here was a guy, an important guy not buying it – in fact he not only didn’t buy it, he went the other way. Why?  I wondered what price he paid to buck the trend. So I asked him.  I asked him what the end result and the financial impact was.  And I was delighted to learn that when it was all said and done, that it increased customer sales, increased revenue and profits.  Here’s why:  He informed his buying customers that he was doing it and why. He printed it on his packaging.  Goodwill, common sense and good actions won out. •    His customers felt honesty and integrity from the company.  They went from being any company to a solid, substantial real one in their eyes.  A company of honor and strength.  He became a wise one, someone to trust. •    The customer literally could feel the difference in the weight of the package relative to size.  So their impression was reinforced by their sensory experience. •    His customers felt relief and felt good about themselves by not being tricked. He removed a subconscious negative. •    His shelf space was smaller per package, but that meant the shopkeeper could actually put up more packages in the same space.  Potential increase in actual substance on the shelf. •    He got press from going against the tide – increased visibility, higher quality. •    He saved money in printing and packaging costs. •    He saved money in shipping costs.  He could ship more product in less space. •    He saved money in warehousing and storage.  Bottomline, he was a better citizen, better company and made more money.  And in the eyes of his customers?  Suddenly I find myself buying more of that brand than any other.  And I am giving him more press, more illustration.  I am proud to have met this guy, and I will refer his company every time I get a chance.   So think about it…what can you do to make things better for your clients?  What can you do to increase deep loyalty and pride in your customer to do business with you?  That is the hidden opportunity of the future.  Get real, take solid action that matters, really matters. 2008-11-30T15:46:15Z

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opportunity-to-standout-as-a-business-leader-and-gain-loyalty

2008-12-03T17:19:23Z

What is a hidden opportunity for businesses today that increases probability of success tomorrow? Authentic action that is in the public good, increases customer loyalty and increases goodwill from the inside out.

Opportunity to Standout as a Business Leader and Gain Loyalty

2009-02-24T09:47:31Z