Why - Not What or How

May 03, 2011

Carl Thomas Written by Carl Thomas,
BEST Practices Committee Chair

What do really successful companies do that almost all other companies don’t?

The Coppell Chamber of Commerce BEST Practices group has been exploring this question during the first quarter of 2011.
In a three-part series titled “Why We Do What We Do” led by BEST Practices chair Carl Thomas of Courage Catalyst, Inc., the Coppell Chamber has been discussing the more personal side of business.
This led to some interesting discoveries that can make us all more effective and purposeful in communicating our own professional message.
What we discovered is that the really successful companies all communicate in exactly the same way. And that way of communicating is exactly opposite from the rest of us. These most successful companies have learned some key elements about how we listen and make decisions.
Most companies spend all of their time communicating WHAT they do and HOW they do it.
We have heard these approaches every day - We have the best prices, customer service and/or products. Buy while supplies last; buy one, get one free; don’t be the only one in your neighborhood without a (fill in blank here).
All these techniques have some degree of effectiveness. But they are all a form of manipulation.
If manipulation is the primary way you communicate with your customers, you will never create any real customer loyalty.  And customer loyalty is what makes all those really successful companies successful.
Remember: truly loyal customers stick with you through thick and thin, even when you aren’t the cheapest or the fastest.
So what is the secret? The secret is to learn how to communicate WHY you do what you do first, then talk about the what and how.
Ask yourself: Why do I get out of bed every day? What is most important to you?
Then think about how you express that in your daily approach to business. That is what you need to communicate to your customers. That is what builds true customer loyalty.
This is not an easy task, but the results are very powerful. Invest a little time and effort in yourself. Your business will thank you.
Join us for next BEST Practices meeting on Wednesday, May 11 at 8:00 am at United Community Bank, 150 S. Denton Tap Rd., Ste. 120.