Here’s a secret, well, to success in any business, actually. I’ve been working with magicians and speakers so long, I tend to put things in that framework… but this principle applies to almost any endeavor.
It’s easy for the small business person to get lost in what they do. As a magician, it is easy to get lost in the perspective of doing magic. If you’re a craftsman–say someone who installs kitchen cabinets–it’s easy to get lost in the minutiae of installing those cabinets. When markets are good and there’s more than enough work to go around, this is fine.
However, the truly successful leaders in any field, whether it be magic, speaking, technology, craftsmanship… whatever, must move beyond their own narrow view, and look to providing whatever will serve their customers best. Clients have both material and emotional needs. When they make a major purchase, then need to feel they have made the best choice, and as a buisness person, you need to provide that experience as a part of your product. They have to feel their friends will look up to them for their good decision. You have to provide that. They would love to feel you actually care about them, and not just that new countertop you installed for them. Be prepared to give that kind of service, and you will succeed in whatever business you undertake.
Got, buy a product made by Apple, or from the Levenger catalog, and you’ll see how they get this right. You’ll be treated as a valued client, not just a faceless customer. You’ll feel they care about you and how you’re going to feel about the product they’ve sent you. About the experience you will have with that product… you’ll feel well taken care of.
Then consider… does your business give your customers that kind of experience? Could you? Sure, it might cost you a little more… but true clients are willing to pay a lot more for that kind of experience. Think about it!
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