One of the key building blocks to a successful business is leadership. If you are just starting a business or have been in business for a while and you have kept up to date with all the important information in your field along with your experience in it, then, it’s important for you to recognize that you are more knowledgeable in your field than most of your customers.
To gain market share you must be a leader for your customers, but always make sure you lead them with their well-being in mind, not yours. You need to communicate and educate your customers. People need to feel comfortable and at ease with what you do and say. So let them in on when, what, and why. Never assume they understand why certain choices are more appropriate than others.
In order to be a true leader in your industry you and everyone in your organization must genuinely like and care for ever customer. Certainly your customer is different from you and can be demanding at times, but you need to like and enjoy those difference. After all, it’s those differences that make them turn to you for your help, and were it not for those differences, you’d lose their business.
Whether you’re promoting yourself, a professional practice or selling some other kind of product or information, you need to explain as much as you possibly can about yourself or the product or service as you can. For example, if you’re advertising in a print, television or radio ad, just using your name and some flashy words does not give people anything to think about with regard to themselves.
There a four basic steps to successful advertising: one, a compelling headline; two, a specific offer attractive enough to inspire people to respond immediately; three, a convincing explanation of the benefits the customer would gain with your product or service; and four, give clear and precise information on how to contact you or order from you. The more you customers know about you, the more likely they are to come to your place of business or your Web site and become longtime customers.
The world today is starving for leadership in virtually every area; people are silently begging to be led. This is especially true in the business world, yet most business owners don’t assume the leadership role their customer’s desire.
It is your responsibility to help your customers understand and appreciate the implications and advantages that your product or service can bring to them in their personal and business lives. Your willingness to assume more of a true leadership role in the communications you have with your customers makes them feel good about the people they deal with and the decisions they make.
For example, if you have excess inventory of a product and have to cut prices to avoid getting stuck with large unsold inventory be honest and tell people that. Put it in your advertising, on your point of purchase display and on your Web site, but when you do make sure you also emphasize the benefit to the customer.
Being an industry leader means you and every person in your organization must act and function like a true, trusted advisor with every prospect, customer or client you ever deal with. Tell them what you honestly believe or the strategy they should be following regarding the purchase and or use or benefit of whatever product or services you sell.
Throughout my career the common problem I have always found in most businesses is that they don’t reap anywhere close to the maximum benefits or results that they should be getting. Most of the business owners are content to merely sell their customers something instead of guiding and advising them to a higher or better result.
Here are three steps you should take immediately to take become a leader in your industry.
1. Recognize that you have a responsibility to every prospect and customer to educate and guide them to the fullest use of everything you sell.
2. Visualize a level of fulfillment and happiness and an improved or richer level of success for each customer based on that customer using your product or service to its maximum benefit.
3. Follow-up with your customers by phone, letter or email and encourage them to use your product or service to its fullest potential. Tell them about the dream you have for them. Keep that picture of their improved situation in mind as you talk to them. Encourage your staff to share this same vision of leadership and apply it to every customer or client.
Every effort you and your organization make in guiding and leading your prospects, customers or clients is worth every minute because your clientele will reward you with increased business, market share and a clear difference in your total revenue.
Copyright©2007 by Joe Love and JLM & Associates, Inc. All rights reserved worldwide.
Joe Love draws on his 25 years of experience helping both individuals and companies build their businesses, increase profits, and success coaching programs . He is the founder and CEO of JLM & Associates, a consulting and training organization, specializing in career coach training . Through his seminars and lectures, Joe Love addresses thousands of men and women each year, including the executives and staffs of many businesses around the world, on the subjects of leadership, achievement, goals, strategic business planning, and marketing. Joe is the author of three books, Starting Your Own Business, Finding Your Purpose In Life, and The Guerrilla Marketing Workbook.