Being consistent within your business practices is vital to
the successful growth of your company. Being “consistent
again” is moving beyond your back room business practices
and into the way you interact with and are consistent with
your clients and deliver your services to your client. It is
a very subtle practice that is often “felt” by a customer,
but that customer may not know when they are experiencing
it.
I was first introduced to this concept by Harry Beckwith who
wrote Selling the Invisible. After learning about it, I was
surprised that my first bad experience with a service that
was not being consistent was virtually the same as his. I
had been using the same hair dresser who owned her own salon
for several years, and as a business owner myself, I
wondered how it was that she had never asked me to refer any
clients to her, nor had she even mentioned the topic of
business. In fact, I was relieved she had never asked about
referrals, because quite frankly I didn’t have a good answer
as to why I didn’t refer friends. The only thing I could
really put my finger on was that even though I loved what
she did with my hair, sometimes I thought her topic of
conversation was slightly strange for two people who really
didn’t know each other very well. It all became very clear
after learning about consistency.
It occurred to me that other than a good haircut, I never
knew what else would be going on when I got to the salon.
Some days there would be party music playing and the first
thing she would say is “can I get you a Margarita?” Other
days there would be mellow music and I would be offered a
glass of wine or a bottle of water. And yet other times
there would be no music at all, and no offer of anything to
drink, and yet a big open bowl of jelly bellies – which
seemed odd in a place where there was a lot of hair flying
around.
All of this is to say I never knew what to expect, and that
made me uncomfortable. And when I got compliments on my
hair, instead of saying you should try my salon, I said I
can never know what to expect there, so I can’t recommend
it.
The biggest asset you have in your business is yourself. And
your clients have to trust you. And in order to trust you
they have to be comfortable. And in order to be comfortable
they have to know they can always expect the same thing from
you. People find comfort in order and consistency.
Start simple. Answer your phone the exact same way every
time you answer the phone. Especially if sometimes someone
else answers your phone. Every time. However you decide to
do it – such as stating the name of your business and then
your name. Every time. Your clients will appreciate it. And
you will be free to move on and gather the information you
need for your client form. Then be sure to add your other
consistent practices, such as the way you conduct a first
meeting with a client. You will soon see that consistent
practices free you up to more creative than ever before.
Copyright © 2006 Mary Larsen Designs, GrowYourDesignBiz.com
Do you want to use this article on your website or in your
newsletter? If so, you must use the following bio info: Mary
Larsen is the founder of
www.MaryLarsenDesigns.com
and
www.GrowYourDesignBiz.com
– where she helps you design your home
– or design and grow! - your business. She has been featured
on ABCs Extreme Makeover: Home Edition and is cited as an
expert in small business and design in various media
sources.
