Peace of mind has appeal.
It is valued, simplifies selection criteria, expedites transactions and, when delivered, facilitates repeat, recommended and loyal business.
Business leaders and marketers need to warmly embrace the underlying principles and goals.
No problems is a phrase with many nuances and applications, all of which are positive.
NO SURPRISES
The fine print has no place in trusting, mutually rewarding, sustainable relationships. Enduring bondships are bound with respect and adherence to the true spirit of agreements, understandings and, yes, contracts.
Unconditional has an attractive tone. It cancels the need for apologies and remedial actions. Most significantly, it is a compellingly strong advertising and marketing message. Believe me, and all whom extend the promise of unconditional performance and delivery.
NO CHAOS
Avoiding chaos, implies or should imply harmony, efficiency, effectiveness, time-saving and optimal productivity.
A natural consequence is improved confidence, before, at the time of and subsequent to selection and decision processes.
The benefits extend beyond financial. Consider the innate value of eliminating disorder and confusion. No need for second thoughts, recessions of decisions and minimal anxiety.
NO TENSIONS
Heightened tensions can promote apprehension, hesitancy and defensive demeanours. Overall, it is not conducive to establishing and enjoying relationships. Put your mind at rest and do similar for those with whom you wish to do business.
Imagine, if you can, (thank you John Lennon), no barriers, filters or impediments. The only thing that needs to be stressed is the importance of consistency, continuity, transparency and accountability. Make the premise and the promise your own. It will be a rewarding experience for all participants and stakeholders. Build your value proposition on sound foundations.
Let me reiterate and expand the challenge:
THREE PILLARS
Reputations, relationships and revenue are enhanced and sustained on three pillars, cornerstones, if you will:
· NO SURPRISES
· NO CHAOS
· NO TENSION
Confidence is fostered, efficiency accelerated, effectiveness elevated, productivity is optimised and above all, satisfaction is guaranteed. Period. (Shades of Macy’s).
The specifics need to be detailed, promoted, reinforced and celebrated.
Such inherent characteristics ensure belief, trust, respect and endorsement.
The lifetime tenure and value of clients, customers, consumers, associates and stakeholders are elongated and become pronounced.
DECLARED AUTHORITY
Look within.
Disciplined, measured leadership facilitates widespread acceptance by team-members of acceptance of the need for, and capacity of personal authority.
When authority and responsibility parameters align free-thinking and assertive actions contribute to ultimate performance, competitiveness and enhanced morale. Everyone, internal and external, it seems is happy.
People are simply accountable to, and for themselves. Knowing the appropriate, if not right answers. No second guessing is necessary.
Most important, these philosophies, principles and practices ensure the availability of one-touch management, in that there is no need for second-guessing or referrals to Those who are responsible. Everyone is and should be responsible and accountable.
Surprises, chaos and tension seem to never evolve or rapidly devolve.
SURGICAL PRECISION
Modern surgical practices are increasingly utilising artificial intelligence and screening technology to plan, rehearse and refine operational procedures. The removal and replacements of tumours, deteriorated deficient body parts and worn cartilages are enhanced, recovery times shortened, and the subsequent health of patients are improved.
The same principles apply in modern business. Elimination of surprises, chaos and tensions has much to commend it. Proficiency is enhanced, the overall experience is enjoyable, and the well-being of people, businesses, brands, products and services are bolstered.
Professionalism personified.
BEST PROSPECTS
Stay focused. The bottom-line matters. The most attractive avenues and scopes for maintaining revenue, sustaining viability and enjoying resilience lies with existing clients and customers. It is they who should be prioritised and most valued.
Interestingly, in the current vexed economy and marketplace a significant majority of consumers favour adhering to present and established purchase patterns and criteria.
Be aware and sensitive to the characteristic attrition in business relationships. Most dimensions in life have time-limited cycles. These can be minimised and extended with particular personal care. It takes a little more attention, understanding and expressions of gratitude.
Be prudent and expect up to 20% attrition each year among existing customers.
Initiate personalised contacts with these who have left the sphere in the past five years. Encourage, and welcome them back.
And ensure disciplined exit interviews are conducted with those clients and customers who, overtly and covertly, are leaving the ranks.
New customers need to be recognised, welcomed and valued. They are most challenging and typically in the short-term, the least financially rewarding. Invest wisely.
GO FORWARD
Eliminating surprises, chaos and tensions is an enlightening endeavour, which is educational and fulfilling.
Advertising, marketing, promotion and merchandising initiatives almost seem incidental and secondary.
Imagine.
Barry Urquhart
Business Strategist
Marketing Focus
M: 041 983 5555
E: Urquhart@marketingfocus.net.au