Building A Business By Just Talking......??
Building A Business By Just Talking…??
Most new businesses will fail. If you’ve already started one, one of the most important tips is to continue the conversations around you. You need all the help you can get.
Some of it will come in the form of good old-fashioned advice. The tendency when you start your own business is to shoot for the stars. We all want to make it big. But by focusing on that distant goal, we may lose hope. It seems so unattainable, so crazy, so impossible. it’s enough to make anyone say, “I‘ll never make it. this is a stupid idea.” It may not be stupid or unattainable, you may simply be getting ahead of yourself. You need to arrive each day not with a plan for your life but with a plan for the day. Lay out what are the steps, go through them with precision and care, and move in the direction of your goal without expecting to arrive in one big leap.
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When I was in high school and living with my mother, I met one of the most important business role models of my life. Of course, I didn’t know it then or for years afterward. But watching him work was highly influential. His name was Thein and he delivered goods for a grocery store which eventually become one of the biggest supermarkets in my area. Thein came to my mother’s house every day with a selection of flour, milk, some vege, and other essentials. He knows the neighborhood like nobody’s business. He was the hub of neighborhood news. And he also knew how a new business on the corner was faring. When he arrived at the front door for my mother to examine his goods and make her selections, he shared what he had learned and picked up a few tidbits from her. When my mother is done, he gathered up his goods and is on his way.
Thein was a master at the art of branding, and he used conversation to make it happen. To this day, the supermarket name means quality, good service, and reliability to me. I can’t put butter on my bread without hearing Thein chatting up his customers. Certainly, conversation wasn’t necessary for the sale. It was pretty clear to anyone what he sold. He could simply have arrived, sold, and left. The conversation was part of cementing the brand.
As I grew up, this was the lesson that came back to me, and one I tried to apply. What was go great about Thein and his product line? Was it really the taste? Did other butter taste inferior? or would we never even have considered buying another guy’s butter when we knew and did business with Thein.
I also remembered a flower shop, a kilometer away from my home, always had a pot of coffee on. Everyone knows you don’t need coffee to sell flowers. The shop also provides a couple of chairs, also not a requirement of the flower shop business. The shop brewed coffee and set up chairs as a way to invite customers to drop by, have a cuppa and share the news of the neighborhood. They didn’t have to buy anything. And any old chats or news will do. The key was making time for conversation, just like what Thein always did, chats about the rhythm of daily life.
That’s how the grocery shop and the flower shop built their brand in the early days. In fact, it still is.
Conversations Solidify A Business.
Sometimes, when a business starts to grow and everyone begins to think, “hey, this might really work,” it’s time to remember how you got there. Often trouble comes when entrepreneurs decide they are “ grown-up” enough to shed all their early entrepreneurial activities and take on the tactics of the “ big boys”.
The truth is, the tactics that got you started are the ones that will build your business into something big. And this was a challenge for most businesses. Most have grown up in conversation. But now, they have grown too big to sit down and have coffee with each customer. What could be done then?
For a start, you could seek out partners and staff who valued conversation. This seems like a small thing, but as you grow, always try to hire staff with warm, outgoing personalities. It is sometimes hard to feel warm and fuzzy, especially in a retail transaction. there can be barriers between people and these can be obstacles to the human relationship. So, you need to look for people with skills and the desire to overcome these obstacles again and again.
That emotional connection is critical to the sale. Consider the effect of the Walmart greeters. this person’s job is simply to smile and greet you with warmth and emotion as you enter the store to shop. That’s all. And people love it. It humanizes the vast experience of the megastore. it makes an impersonal experience seem personal again. Most shoppers, when greeted, will smile and answer back with a “hello” or “How are you?”. It’s a natural response. it’s a tiny snippet of conversation that make Walmart stand out from the discount chain crowd.
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That’s all for now my friend. See you all in my next article.
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