If you've ever thought of going into business for yourself and went so far as to actually disclose this desire to others, you've probably been asked why. Why do you want to head down such a demanding and tiring path? Why do you think your product or service will succeed while others have failed in the same market?
In the startup stage, business owners are used to answering the 'why' questions. Answering them stirs up emotion and passion; the questions tease out the personal stories, which inspire and remind us to continue on the path less travelled.
But as time goes on for those who actually dare to start a business, it is common to forget the 'why' and shift one's focus to the product or service being offered instead. Those in retail sales will often still remember to speak about the benefits of their products for the customer and not just the features. This is elementary sales training 101.
But even more compelling to potential customers is to hear your story and to understand why you choose to sell the products you offer, why you went into business for yourself, or why your service is going to help solve their particular issue or pain. It is the personal story behind the owner which often compels a potential client to make a connection to the product or service through the individual sharing such stories. I'll give you a recent example.
Traveling through the Okanagan this summer, my husband and I encountered a butcher at a small market-type shopping complex. We perused the selection of meats on display and waited our turn at the counter while trying to decide what to BBQ for dinner that night. When the butcher, who was working the counter, offered us his assistance he also offered us his story. Known especially for his award-winning sausages, this genuinely interesting man explained why we should include his bratwurst with whatever selection we made.
He spoke succinctly about his passion for sausage making which began in Europe, answering why he uses the local natural ingredients he does, and letting us know why he didn't sell them anywhere else in town but the market he worked in. He cared so deeply about not compromising the sausage's integrity that he almost begged us not to overcook them. 10, or 15 minutes tops and then, "Please, take them off the grill."
He also informed us that if it wasn't the best sausage we'd ever tried that he would buy them back from us for double what we paid. Better than a money-back guarantee was a double money-back promise full of passion and certainty. It didn't matter to this particular butcher that he had some of the top grilling rib eye on display, which we were actually leaning towards before speaking with him. His passion, and why he went into business was to make the best sausage ever...which he did. The upsell completely worked on us and we left with three amazing steaks and four of the best bratwurst I've ever eaten in my life.
My point is that this butcher's approach in meat sales was to fill us in on the answers to the possible 'why' questions we may never think to ask but were incredibly interested to hear. His personal story sold sausages. It sold sausages because that was what started his business in the beginning and has carried it through all these years.
No matter how many years you may have been in business, take some time to answer why you get up every morning and do what you do. If you can't remember why you went into business, how should any potential customer know why they should do business with you?
Until next week, stay in the black and keep coming back.
