If you are the face of your business the customer is there because of you.
If you are the driving force behind your business the customer is there because of you.
Many of our products have been commoditized.
Information is free and everywhere and all that.
Yet people still buy. They buy from us. They buy because of how we present and they buy because we, being human, represent a promise.
Your customers need you
We saw it in the music school. One teacher left and she was popular and Julie offered to take a couple of the students on personally.
The parents were over the moon. This was the chance to take lessons with the Big Kahuna.
Now Julie is good and maybe the best. But she isn’t that much of a difference between other competent instructors.
It’s the perception. She is the driving force behind the school. When students come in and get another teacher, they are not getting Julie.
It is subtle and certainly not a punishment or a lesser value.
But again, perception.
So this goes back to a couple basic lessons:
- Be yourself. You can’t fake it forever and there are plenty of people who like you just the way you are. In the marketing business a bunch of people have adopted the tough guy, grumpy pants role. If that’s natural, great but it wears after awhile.
- Be big. Be the biggest version of yourself you can be. It’s good for you it’s good for the customer and it’s good for business.
- Be friendly but don’t be accessible 24/7. That diminishes the value of you.
- Acknowledge your own value. You are building a world that other people get to inhabit. You by yourself have value to the business. Price yourself accordingly.