This post is the third in a series of excerpts from OneCoach CEO John Assaraf’s interview with Rita Gunther McGrath, co-author of The Entrepreneurial Mindset, and MarketBusters: 40 Strategic Moves that Drive Exceptional Business Growth.
Small-business owners need to concentrate on turning limitations into advantages. For example, one of the main advantages you’ve got is your ability to create customer intimacy. You have the capacity, when you’re at that size, to really get to know your customers on a very personal basis, designing a very special experience for them – a true fit for your clients.
Your clients will come to trust you with their needs and feel confident that you’ll be able to help them even without them having to specifically ask for anything. You also have the distinct ability to customize in many cases. But as good as it is to cater to your clients’ needs, make sure you’re not overextending yourself – make sure you’re getting payback for it.
A third advantage to being a small-business owner is that you’re closer to your customers than a large organization, so it’s easier to get the insights about where they’re going. You can actually be much more proactive and respond quickly to them rather than wait around for customers to start complaining.
In this way, you can really collaborate with your clients, asking them questions and determining exactly what they need and how you can best serve them. You need to actively participate with them, observing them, being part of their experience. That’s the key, make sure you’re always active with your business – your clients will notice.
So now that you’ve created a positive and delightful client experience, you made yourself memorable. Congratulations, you now stand out. And now you’ve given people something to talk about – they’re going to tell all of their friends how great your service or product is.
By keeping a pulse on your clients, you constantly keep tabs on what you’re doing right, and what you can do to improve.
This article is written by OneCoach Team!