“Be passionate about the culture and the business, and remain positive, because it inspires others.”
I’ve been thinking about this quote by Barry Libert recently. The last 18 months have been tough on everyone, but it is clear to me that the companies that have done best during this period are those with a customer facing image that demonstrates positivity and conviction.
Why Positivity Matters
When things are difficult, it is very easy to become despondent and, quite frankly, miserable. I’m sure all of us have experienced this in recent months, either personally or in acquaintances. It’s quite normal and, at a time when people are finally starting to talk more freely about their mental state, I certainly don’t want to dismiss the good habit.
The fact is, though, if you appear to be anything other than positive in public image, you will put off potential customers.
Imagine the scenario: you want to find a new stationery supplier for your business. The two companies you have chosen are equal on price, but one has a positive, ‘can-do’ attitude and the other isn’t miserable but is a little cool. Which one do you choose? Which one is hungry for your business? Which one do you think will go the extra mile to get you the supplies you want?
People Buy People
Online retail means many buyers don’t even need to deal with an actual human being and yet it remains true that people buy people. The days of your friendly rep dropping by for a cup of tea and a chat may be behind us, but your customers are still getting an impression of you through emails, your website and social media.
I’m reminded of a story I heard about the prolific voice actor Richardson Green, better known as Redd Pepper. You may think you don’t know him, but I guarantee you do. His slow, deep delivery has graced a multitude of adverts and trailers. Basically, if there’s deep booming voice, it’s him.
When asked about the secret to his success, he put it down to the fact that he always says ‘yes’. If he’s in the vocal booth and the director asks him to do it slower, with more gravitas but still get all 120 words spoken inside the 45 second time limit, he says ‘no problem’. Then he tries to work out how to do it. People like to work with people who don’t automatically come up with all the problems that may occur.
That’s not to say you should ever promise the impossible. The key to success is being positive, helpful and honest. If you can’t deliver stationery today because of logistical problems, but it will be with them first thing tomorrow, your client will understand and appreciate your efforts when it comes to buying the next order.
Barriers Put Customers Off
Your public image should be about creating the minimum number of barriers to a potential customer choosing you as their service provider. A negative tone is a barrier for many people. That doesn’t just mean, ‘don’t run down your competition,’ it also means making sure what you say positions you as an authority in what you sell.
Be the Expert
A common mistake, and one we often see, is using phrases like ‘I believe’ or ‘I think’. To be brutally frank, no one is interested in what you ‘think’, they want to know what you ‘know’. Talking about what you know positions you as an expert in your field and customers want to work with experts.
Customers like Conviction
If you start a sentence with, “I believe…” that can place an element of doubt in the mind of your potential customer. Instead, it is always better to start with a statement that has no ambiguity. If you have conviction, your potential customer often won’t even really think about it but accept it. After all, they are looking for two things: the product/service they want at the right price and a company they can work with.
Consider these two sentences:
“I think your customers will really like your menus printed on yellow paper.”
“Customers respond positively to yellow menus and research has shown 87% of people reading these menus will order an extra course.”
Now, those scenarios are fanciful, but the point is clear. In the former, the speaker is expressing an opinion, which the listener can easily dismiss. In the latter, the speaker expresses conviction and then backs it up with a fact.
Notice, in those examples, I didn’t have one of them say, “white paper is old fashioned” or “no one likes menus on white paper anymore”, those are negative statements and they come from a negative perspective.
As we get ever closer to the end of lockdown, let’s face the future with positivity and conviction. As I said at the start, companies that have demonstrated those traits during the last 18 months are now reaping the benefits.
If you need help promoting your business contact Suzi on 07590 591140 or e-mail suzi@blueberry-pr.co.uk
Image by Niek Verlaan from Pixabay