There are many factors that contribute to a business being successful. In fact, the very definition of success by the business owner will determine how the business performs over time. So often, though, the success equation is defined by specific metrics or internal thinking. Rarely is any overt focus given to success as viewed by people outside one’s business. And this is where success is truly judged!
Does your business have the necessary attributes to be successful? The term ‘successability’ refers to the degree at which you have refined your way of doing business so that success can be determined by those who do business with you. Under another well-worn term, think of it as branding. After all, your brand reputation is developed not by you but by those who have had the experience of doing business with you.
If you are curious about your degree of successability or are puzzled by your lack of growth and profitability, here are 4 areas that will define just how successful your business can be.
So, just how visible are you? I’m not referring to your location on Main Street or the fact that your family and friends know where your office is. I’m talking about your visibility to clients you have not done business with yet! There are people all over the place right now looking for your product or service offering and they can’t find you. Marketing has changed profoundly in the last 15+ years and it takes a multitude of strategies to ensure you can be found. The best place to start is by asking yourself who your ideal clients are, what are they looking for and where do they go to find it. If your business is dependent on people knowing you personally, that’s a very different strategy from simply trying to get at the top of the page for people looking to buy logo stamped pens.
Ok, this work might often those who subscribe to proper English but hear me out. Recognizability refers to your prospects ability to know who you are even if they have not done business with you. I live in southern California and see many businesses along the freeways with names that mean little and no tag lines or USPs. In today’s social media world, personal relationships are critical to people, even before they do business with you. Clients want to know who you are and what you stand for or they will select other options. So when you are considering the question of ‘visibility’ ask yourself, what do I want to be known for? You may not convince the general public of your convictions but it helps if they understand what business you are in and why that even matters.
As your credibility grows, so do your referrals and your profits. People love doing business with companies who know what they do best and deliver it consistently. Companies with inconsistent performance fall prey to customers looking for price. To some degree, the very need for credibility needs to be determined. If you are a tax service, you live or die by accuracy. If your business provides more of a commodity, delivery or customer service may be the critical differentiator. Regardless of the actual areas influencing credibility, if you do not demonstrate your ability to perform at an above expected level, you will miss a huge opportunity to play at a higher level than most businesses do today.
Believe it or not, some of the biggest success stories I’ve personally known, did not last because they could not keep the streak going. Once you prove yourself to your particular market or client base, you must be able to maintain their expectations. This speaks largely to your internal processes, systems and the overall business model you have created. If you become well-known and demand for your service reaches full capacity, what do you do? To tell new clients you are not available for 3 months might sound impressive but in fact open the door for your competition to take the very business created by your reputation. Consequently, if you build a superior level of service and you cannot maintain it at higher levels of demand; this will erode your reliability and your credibility.
In the words of Mark Cuban, owner of the Dallas Mavericks, “Make your product easier to buy than your competition, or you will find your customers buying from them, not you.” Maintaining clarity about what they see and what they experience will be the competitive edge necessary to having successability. Best of all, gaining the awareness is free. Putting the proper strategies in place to harness the power of sustainable successability is what I do!
If you have a question about how this concept affects your business, visit ‘Ask Steve’ for a quick answer. If you know you need help with this concept, request a free consultation and learn how to improve your successability.
Originally posted 2015-10-15 04:47:26. Republished by Blog Post Promoter