Biggest Advantage – Let’s talk about a word that is not used regularly, or comfortably, in the corporate world. That word is LOVE. While it isn’t spoken, it is what all executives want: People to LOVE their brand. They want their employees to LOVE working for them. We all want our Customers to LOVE us. Think about the top brands in the world: people don’t buy from Starbucks, they LOVE Starbucks. People LOVE Apple, Zappos, Nordstrom, Chick-fil-A, and Amazon. Think about the companies you personally would never stop doing business with? You may LOVE your hairdresser, or your account executive, manufacturer/distributor; you might even LOVE your banker or lawyer (crazy as that sounds). What makes you LOVE a service provider or business? What did they do to make you LOVE them? How many of your Customers would make heart-shapes about your brand? I LOVE the phrase “Out-LOVE your competition.” Out-Loving your competition is the most distinct competitive advantage a company can have. When enough Customers LOVE your business, you have just made price irrelevant. What do we have to do to make our Customers LOVE us and our businesses?
You have to LOVE them first – LOVE has to start at home. In business terms, that means internally treating your employees with world-class service. What is felt on the inside will be felt on the outside. All relationships begin with a connection. It may only be momentary (your heart skips a beat) possibly originating out of the first three of the Five E’s (eye contact, enthusiastic greet, and ear to ear smile). It grows a little bit more when a conversation is had, executing on the final two E’s (engage and educate). Through this interaction, the Customer realizes it is not about the sale, rather you are truly interested in what’s best for them. Interest and trust has been created. However, emotional connection isn’t made until the business demonstrates genuine care and interest in more than just their pocket book. Falling in LOVE with your brand is not possible until the Customer feels that it is all about them, that they are the most important person in the relationship. The business needs to take the time to learn about them, using Customer intelligence, their FORD — about their Family, Occupation, Recreation and Dreams. Due to the relationship you have created, the Customer cannot recall how they ever got along before you were in their life and could not imagine a world without your business. You now have a brand evangelist.
What we need is LOVE – Let’s teach what kindness looks like, in business, in family, communities and schools. Have employees learn about caring for others with no hidden agenda to make a sale or profit. Teach them how to display genuine hospitality.