We know that you want to be the owner of a business that is both economically and personally sustainable. The best way to do that is to start with knowing what the purpose of your business is and letting others know as well.
The problem is most people don’t have a clue to what their business does. Yea, others may know that you build things, manufacture things or deliver things. They don’t know what problems you solve for your customers because we never tell them about our solutions for their problem, mostly because we don’t know what they are. Instead, we talk about the stuff we do.
We know that you wanna be, let me start over. We know that you wanna be the owner of a business both economically and personally sustainable. The best way to do that is to start with knowing what the purpose of your business is and letting others know as well.
The problem is most people don't have a clue to what their business does. Yeah, others may know that you build things, manufacture things or deliver things, but they don't know what problems you solve for your customers because you never tell them about your solutions for their problem. Mostly because you don't know what they are. Instead, we talk about the stuff we do.
When your customers don't understand what you do, you get frustrated because you think by talking about what you do and not why you do it, it should help your customers know what you do. But when you don't do this, it leaves your customers confused, and they're not sure if you know how to solve their problem.
We find that most business owners don't even know what their purpose is. That's because they haven't clearly defined what the problems are that they solve for their customers. We don't want you to be in that group. We want you to understand and know the problems you solve your customers. Then we want you to be able to communicate that in clear language to your customers.
Since we've been tracking businesses online and looking at their websites, what we find is that they mostly talk about the stuff they do instead of the problems they solve. And we've developed tons of material that allow you to focus on problem-solving and not on the stuff you do. You see, the stuff you do is the features, and what people really want is a benefit from your business. And if you don't articulate what that benefit is, your customers aren't gonna know what it is.
So the truth is your customers really want to know that you know how to solve their problem and you understand what their problem is. Then, and only then, will they want to hear about the stuff you do to solve their problems. All those features that you talk about, about using this type of lumber or that type of excavating or this manufacturing process, those are all important, but only after your customer understands that you know what their problem is and you have a solution for it.
So here's an easy three-step process for you to consider.
Number one, realize your customer communication should never be about you or your company. It should always be about them. I like the idea of you being the guide. And I have a good analogy for that. Most of us have seen "Star Wars." And the question I like to ask is would you rather be Yoda or would you rather be Luke? Now, if you wanna be Luke, that means you wanna be the hero in the story, and it's always not a good place to be because your customers don't want you to be the hero. They wanna be a hero. They want you to be Yoda. They want you to have a sophisticated and interesting way to guide them through the solution to any problem they might be having that your business is around to solve.
Number two, figure out what the problems are that you solve for your customers. This is gonna be much more challenging than you think, it's simple but not easy. I know that when I ask people, "What is the problem that you solve with your business?" Too often, people go back and start telling me the stuff they do. And I say, "Well, that's interesting, "but that's the stuff you do. "What problem are you solving?" And I might go through this three, four, five, six times before the person I'm talking with might give up in frustration, or we finally get to the point where we can actually identify what the problem is.
And number three, change all your client facing communication to focus on the problems you solve and not the stuff you do.
If you follow these three simple steps, you'll find your customers know what you do, your employees will know what they're supposed to do, and your suppliers are gonna know how to help.
I would love to have a conversation with you about this, so feel free contacting me at email@example.com to set up a time for us to talk. And in the meantime, if you're not ready to talk, download our free infographic on the Stage 2 Decision process.
This will help you figure out what problem you solve, who helps you to solve the problem and how it gets done. And while you're at it, scroll down and let me know what you think about holding onto the wisdom you have in the relationships you have. Hey, this is Josh Patrick, you're at the sustainable business. Thanks a lot for stopping by, I hope to see you back here really soon.