What’s the difference between a good business and a great business? Well, a good business is one that makes a profit and is likely to endure the challenges of time and competition. Meanwhile, a great business goes beyond selling – it also aspires to be of service to its clients not only on a transactional level, but on an emotional level as well.
People who support your business want your products or services, but they also want your concern. In exchange for their loyalty, they want to feel that their happiness is always your priority rather than just making money.
Delivering to dispense: Doing business without a heart
Of course, nothing is wrong with generating profit. After all, that’s business. But that doesn’t mean you only need to think about how you would rob people’s pockets without gaining their trust or respect. Whether you perform your lead generation campaigns over the phone, on the web or in print ads, you should never neglect your mission to capture your target market’s heart.
Sadly, there are businesses that do just that. They deliver their goods and services for the sake of dispensing and, in return, profiting. These are usually the ones that start off okay, but then eventually their sales would plummet.
Why? Because once their momentum has passed, they need to rely on their marketing. Now how could they generate sales leads if they don’t give a damn about their customers?
For a business that lasts, deliver to delight
What is it that you want people to think of when they hear your business brand or see it online? What type of permanent impression would you like to elicit from the industry?
Customers and clients don’t just create a perceived reputation out of the blue; they have to see or experience something before they think positively towards a business. So for you to establish that, you need to cater to their needs.
Focus your lead generation efforts based on making sure that customers get what they want. Don’t just sell products; provide information. Don’t just render services; strive for consistency and excellence. These are the things that could set your business apart from the competition.
Once your thrust is fueled by making your target audience happy, you’d notice that generating true sales leads have become easier. Start by calling everyone on your team for a meeting and figure ways that you can make your campaigns a delight for everyone.