Shattering the Gimmicks

I received this question from Tony in Chicago: “I am a new business owner and my desire is to let everyone I meet know that I will always give more in the way of service and attitude than expected. How do I convey this to potential clients so that it comes from the heart and does not appear as a sales gimmick?”

I like Tony’s authenticity. The mere fact he is asking the question as he does reveals what he values to me. Usually this is the indirect question I am asked by business people, “How do I appear to come from the heart by conveying a sales gimmick?” This is the kind of thinking that comes from a myopic view of business focused primarily on money rather than value.

It was Socrates who said, “The way to gain a good reputation is to endeavor to be what you desire to appear.” A reputation does not happen in one encounter. Credibility rarely is achieved through singular events. When someone asks you about another person, the adjectives you use are from characteristics of their behavior. You have likely experienced the person’s actions repeatedly. You have trust or mistrust based on the scripting this person exhibits.

Here are the three important aspects of what Socrates is saying that will help you connect with your customers through trust:

1. Endeavor. Be purposeful by determining your actions, attitudes and communication with your customer. Every touchpoint with a customer is sacred. Think through how what you say and do affects your customer. This requires a commitment to consistency. Broadway actors give the same play every day for years. They bring their best because they endeavor towards perfection. What is your play?
   
   
2. Be. If you are not the person the ad or website suggests – professional, courteous, knowledgeable, responsive, trustworthy – no advice will help you. You are endeavoring towards being a con artist. To be that person requires your commitment to excellence. Become excellent through hard work and gaining the knowledge you need to be valuable. If all you can talk about are the mundane things rather than valuable advice, then you must commit to becoming more. Frankly, nothing is stopping you except who you are. There are too many good examples of hard-working and ambitious people with your circumstances that have pushed to become more.
   
   
3. Appear. We judge with the eyes. It may not be how it should be, but everyone is guilty of concluding based on appearance. In the book, Blink, Malcolm Gladwell lays out the details for our built-in human response to complexity through rapid cognition. We rely on stereotypes to navigate a complex world. If you want to communicate professionalism, then make sure everything you display to the customer – equipment, furniture, clothing, hygiene, luggage, office space – speaks this. People listen with their eyes. If you care about yourself, you will cut corners. If you care about your customer, you will pay attention and ensure your appearance communicates your brand.

Tony’s question comes from the kind of people we enjoy coaching. He is asking the right questions. It is about his customer who he is seeking to connect with and bring value. Treat your customer as you would any courtship. Be patient. Exercise manners. Seek to woo. Gain permission to ask questions at the right time. Such a business model speaks volumes without the gimmicks. Thanks, Tony, for seeking to make a difference.