Do you know what your customer expects from being your customer? If you answered “no,” then read on. But, even if you do, read on anyway.
Understand that you and your customer must be on the same page when it comes to expectations. What kind of clues are you giving in your marketing, store layout, or customer service protocol that lets the customer know the kind of shopping experience they will have.
One of the nuttiest traditions in the retail world has been coined, “Black Friday” – the day after Thanksgiving when many offices are closed and shoppers are ready to start their holiday and Christmas shopping. Over the years, it has truly turned mild-mannered people into a sleep-deprived and unruly mob with the goal of getting some slick deals on everything and anything.
The expectation that the shopper, on little or no sleep, hungry and cranky, perhaps still in their p.j.’s, is still willing to go through this outrageous experience all for the sake of a sale. They don’t expect, nor care about, pleasantries from shopkeepers; they will expect to be herded like sheep into lines outside the store only to be let in one at a time, all for their reward: 50% off a 32” flat screen. You think I’m exaggerating? I don’t think so.
On the other hand, take the expectations of a customer as they enter an expensive star restaurant? What are their expectations? Are you meeting or exceeding them? [Read more…]
It’s worth approximately 6,190 Mona Lisa paintings, and anytime it announces the release of a new product, the world pretty much stops. The anticipation creates such frenzy that customer’s camp out the night before to be the first to get one, and backorders can take weeks to satisfy.
You know those old MGM movies about ancient Rome where there would invariably be the scene where the long boats were rowing off to sea to battle somebody. Everyone rolled their arms in unison, each oar reached the same height before plummeting with the same precision into the water. The captain kept time, beating a drum; the rowers would chant to keep the rhythm. Thus, the rowers were accountable to the captain.
Get passionate about your business. But keep it real. What we mean by that is to combine the two. Most businesses from an apple orchard to providing Zumba classes began because of the passion of the founder for that idea. It’s that desire to use a specific a gift, or put passed down experience to work, that creates an enjoyable worklife, that finally supports the business owner, and provides jobs for others. That inner spark that nags you to start your business and keeps you excited is what we call passion. Remember that feeling, breathe it in, put up reminders in your office, in your car so you don’t forget it. 
Starting a business is a bit like dieting, playing golf, or managing one’s health. Thousands of experts make lots of money telling you what you need to be successful. While the majority of the advice is excellent, most people fail in the execution, which is what I mean by the how in starting a business. In essence, it is essential to understand it is not what but how in starting a business. Below is a simple example.