Our Highest Calling

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Business is tough these days and the temptation is to become all things to all buyers so that you might sell something to some. That's another self-defeating behavior arranged by an Ego whose focus is on its own well being. We simply can't be successful at the business of everything. Our market message becomes confused and we're now known for nothing. Would you remember "Widgets, Gadgets, and More Stuff" or would you more inclined to remember and try "Widgets Are Us" the next time you need to satisfy a widget craving? While we can't be everything, we can be something. The question is "what?"

People associate known good or bad qualities in one area to other areas. They think that because someone is attractive they are also resourceful and honest. They will be suspicious of another if they simply know nothing other than they are poor. This is the halo effect. If you have a positive image in one area, a halo will create a positive image elsewhere.

Being exceptional in one area calls for a focus on it. The fear is that a narrow focus will limit business and cripple profitability. Not always. People's tendency to associate can continue to work to the Active Investor's advantage. If a business demonstrates competence in a complex or unusual area, customers will assume their competence in simpler and more common aspects of the business. The art of profitable focus (halo building) is to choose to build your reputation of excellence in the most complex or unusual area where you can still prove your excellence. Without your drawing attention to any other aspects of the business, prospects will simply assume they have been handled with the same degree of professionalism.

When traveling Interstate 35 through Texas, stop in the town of West. Along the east service road are 3 gas stations, each with a large marque sign competing for your business with major oil company brand recognition and current pricing. At this level they seem similar; however, one of them has so many cars parked there, they have purchased the lot next to them to handle the frequent overflow. This business also sells kolaches. They've created so many delicious varieties the crowds of travelers come without a thought of a major brand or the current pricing. Any travelers new to kolaches see those crowds and assume if they're that popular, these have to be worth buying.

The Cost of Goods Sold for a kolcahe is small change; but what has been achieved by a successful focus on the unusual is worth millions. What should be our focus? What is our highest halo? The answer also is our highest professional calling.

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Market Trust

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Many believe a marketing program is successful if it raises the public's awareness of your product or service. Coach Roland in a May 31,2009 blog posting points out that we all have become saturated with messages trying to raise our awareness. Awareness alone won't lead to sales. He asserts our messages need to communicate what we intend to do to earn the market's trust. We have to do more to really get their attention.

Mature successful firms get most of their business from repeat customers or referrals from satisfied clients. Trust has been earned in prior dealings. Here the driver of continued success is the customer service staff. They are the guardians of market trust and need to be in close contact with the marketing staff. Social networking is providing marketing with a new generation of tools to measure customer service effectiveness and satisfaction. These departments work together to preserve existing trust.

Newer and smaller firms, more likely to be run by an Active Investor, may not have this kind of staff and or large base of past customers. Trust needs to be developed. How can a business reach out to the market in such a way that both trust and awareness are developed? A system dynamics approach is to look at trust as a resource, that is a stock of something that has a level that can go up and down, and then consider what are the drivers that will increase its level. Some rather universal drivers of trust are:

- Credentials: Are there authoritative "seals of approval" we can display to verify quality or competence?
- Appearance: Is our offering presented in such a way it creates an assumption of worth, or do we look mediocre?
- Recommendations: Do we understand and develop a history with those who may not purchase but still be in a position to recommend us?
- Concern: While Active Investors are typically always concerned for their customers, is this expressed in a way they can appreciate it? Do they feel we have really listened?
- Familiarity: Can we be remembered? Familiarity breeds business.
- Integrity: Is trust built into our business and personal decision making? Nothing develops trust more surely than personally being trustworthy.
- Assurances: Is there historical data or performance guarantees to factually support any measure of trust a prospect is considering granting us?

Each business is unique with its own ways to build trust. They are to be found at decision points where there is an opportunity to do the right thing or to be expedient. When you have first convinced yourself you'll always be doing what's best for your customer, you'll know what to do to further develop market trust.

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Fruitful Decision Making

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If you're not already familiar with the Franklin or Balance Sheet close it's an old sales technique that should be out of favor with today's business decision makers. The story is when Benjamin Franklin had trouble making a decision he would make a written list of all the pros and cons. Doing this would help lead him to the best decision. The gimmick behind it us while there are usually many pros in a sales proposition, a prospect is generally only facing a couple of cons, typically risk and/or affordability. It's a manipulative scheme because it leads a prospect to consider the quantity of items on the pro and con lists as opposed to their importance. One significant risk can easily outweigh a hundred minor advantages.

Like all really great lies, it's appealing because there are truthful elements inside. Putting your thoughts on paper is a powerful method of clarifying thinking. It's use should be encouraged; but with an orientation toward what's important. I'm proposing a modification to the Franklin close we can call the Fruitful close for your personal decisions.

Create a list of what's important to you. This is the really hard part and since it may be time consuming needs to be done in advance. Personally, I started with the Roles I developed from the time management disciplines found in The Seven Habits of Highly Successful People. Later I found a much more useful list. The logic behind its use was if I made my decisions in alignment with the characteristics of the Creator, the results would be in alignment with Creation - a very desirable result. These characteristics are listed in the Bible in Galatians 5:22 as the Fruits of the Holy Spirit. They are: love, joy, peace patience, kindness, goodness, faithfulness, gentleness, and self-control. I've come to see the list as operating from the last item (self-control) backwards to the first as one develops into greater alignment with Creation. With a list of importance established, it's now time to create the Balance Sheet.

In Column One, Titled "Important", write down the elements of your list. Now consider all the alternatives to your decision and make a subsequent column for each with an appropriate label. Assign a weight (I use the numbers 1 to 5) that represents how each alternative might contribute toward each result. There may be no effect in many cases. Large effects should be given higher weights. In the end, one column should outweigh the others.

Test this result. Does it make sense that this alternative really is the most fruitful choice? It may not turn-out that way because something was missed during the first analysis (this is normal). Keep repeating the process. Eventually an alternative emerges that that makes sense and we know why. Now its time to become fruitful.

Identity

Believing having your own business is the best way to have fun and make money misses the most important point. Those are the two excellent reasons to become employed and/or to learn about passive investments (read Rich Dad, Poor Dad). Successful owners are about those - and much more. 

Talk to them about their business. It's all about being able to help people, not just what happens on their financial statements. If owners didn't truly believe they were doing something significant for others, they would be content as employees or investors. 

This makes being a business broker so interesting. Selling a business is not a round peg, round hole kind of transaction. There's more than cash flow and asset worth. A Seller has to believe that a Buyer can offer society the same, or better, service with the business being sold. Without that, it's a poor deal. I feel I'm more part of an adoption agency than a financial services organization. It's very personal and very rewarding.

The very best sales people are often the business owners who communicate their belief in the importance of what they're doing along with the message about their business. It's not polish; but rather a self-knowledge of exactly who they are and why they're here. Communicating identity sells.

There's a saying in Texas that there's no better fertilizer than the farmer's footprint. There's also no better marketing program than the owner's voice.