Who Do You Think You Are?
By Carmen Parkinson
This was the title of The Business Clinic’s open event in September hosted by Ged Henderson of Henderson News & Media.
Henderson News & Media is a leading, independent, multi-media consultancy. Ged is a multi-award winning former regional newspaper editor and national newspaper journalist with a wealth of experience both in print and online.
During his career he has covered major news events, including the Hillsborough disaster and the Lockerbie air crash and has travelled extensively, filing stories from the Falkland Islands, East Africa and Asia.
Surprisingly Ged opened proceedings by focussing on the “why” as opposed to the “who”!
It is often said that people buy people so it makes sense to have a good understanding of why you do what you do and why your customers should buy from you.
Buying is after all based on emotion, we have all heard of the concept of retail therapy! Most of us will not buy from someone that we just don’t like or don’t have anything in common with.
Relational communication as opposed to transactional engenders loyalty and repeat business and is just a much more pleasant experience all round.
Knowing your own “why” helps you to connect with your customer and understand THEIR “why”.
When you have clarity as to your why you can then begin to focus on making your service or product all about your customer; what’s in it for them, how do you solve their problem or challenge, save them time, save them money....?
Once you make it about them you are not so much selling as offering solutions.
Knowing what’s in it for them also makes the “so what” factor much easier to deal with. There are others out there who do what you do, sell what you do so why YOU?
Having an appreciation of the ‘who’ and the ’why’ that lies at your core is the essence of who you are and is what gives you your true USP. You are after all your own brand and while your message may not be quite as memorable as the famous chocolate bar that helps you to work, rest and play you can be authentic and do exactly as it says on “your” tin.
So “just do it” because “every little helps” when it comes to truly understanding what you and your business stand for, and how that message is communicated to your target audience. You never know your customers may just start to think that you are “possibly the best ****in the world”!