To increase traffic to your business and effectively represent your town, it’s important to focus on fulfilling the needs of your customers and creating a culture of welcoming. Most business owners have seen a shift in the needs of their customers over the past several years. Today, customers are skeptical, knowledgeable and have bigger expectations than ever before. One of those expectations is that businesses should care about more than just transactions.
At our June Business at Breakfast, the Chamber welcomed Erin Patchell, Positivist Group Founder & Business Agility Coach who discussed making your customers the hero of their journey, guiding them to effectively explain what you have to offer. She highlighted Donald Miller’s book Building a StoryBrand: Clarify your Message so Customers will Listen. The framework goes like this:
‘The protagonist (that’s your customer) has a problem. They meet a guide (that could be you!) who gives them a plan and invites them to action that ends on success and avoids failure. ‘
This scenario is a good thing to keep in mind when making short-term decisions that will have long-term effects. Researching and understanding the demographics, preferences, and needs of your potential customers will help you tailor your offerings and marketing efforts to attract them effectively. You’ll be amazed at how easily you’ll have repeat customers recommending you to their friends.
The Positivist Group helps you do just that by building on your ‘flywheel’. Picture the momentum created by a flywheel on a rowing machine. Your business ‘flywheel’ is the small wins which build on each other over time and eventually gain so much momentum that growth begins to happen on it’s own. Driving business growth and expanding community impact.
The following are ways that you as a business owner can use your ‘flywheel’ to it’s full potential.
Personalize the Customer Experience
When interacting with new customers, make an effort to personalize their experience. Ask questions to understand their specific needs and preferences, and then recommend products or services that align with their interests. This will make them feel valued and more likely to return.
Offer Excellent Customer Service
Train your staff to provide exceptional customer service. Encourage them to be friendly, attentive, and knowledgeable about your products or services. Make sure they understand the importance of creating a welcoming atmosphere.
Showcase Our Local Culture
Emphasize the unique aspects of your town’s culture and heritage in your business. Incorporate local elements into your branding, interior design, or product offerings. This can create a sense of authenticity and pride, appealing to both locals and visitors. We have many local makers whose products you can find in shops around town. The Chamber can help you make a list of shops with local offerings that you can recommend to your customers.
Maintain an Updated List of Recommended Shops
The Chamber can help you create a list or brochure featuring other businesses in our town that you believe align with your values and offer high-quality products or services. Provide this to your customers as a resource to explore more of what the town has to offer. Regularly update the list to keep it relevant and diverse. Build relationships with other businesses and create a network of recommendations. For example, if you own a restaurant, collaborate with nearby shops to offer joint promotions or discounts. This cross-promotion can expose your customers to other businesses and vice versa. Help your customers create an itinerary so that they can experience all that our district has to offer.
Engage with the Local Community
Participate in local events, festivals, or charity initiatives. Show your commitment to the community by sponsoring or hosting events, supporting local causes, or collaborating with local organizations. This involvement will increase your visibility and strengthen your reputation as a business that cares about the town and its residents. Be sure to share your events with the Chamber to promote and add to our online Events Calendar.
Leverage Online and Social Media Platforms
Utilize online platforms and social media to promote your business and highlight the unique aspects of your town. Share engaging content, such as photos, videos, or stories about local events, landmarks, or traditions. Encourage customers to leave reviews and feedback, which can attract new customers.
Companies that align their success with their customers, not only scale, but create happiness and loyalty from the people who matter most. Building a strong customer base takes time and consistent effort. By focusing on fulfilling the needs of your customers, creating a welcoming culture, and recommending other shops in your town, you can attract new customers and contribute to the overall growth and prosperity of your business and community.
If you’re interested in this topic and would like to discover other business-related topics and books you can check out the Positivist Group Book Club. The August title, Profit First by Mike Michalowicz, focuses on a unique approach to managing your business finances and prioritizing profit before other expenses.
You can also get to know some local businesses better by tuning into Erin’s Podcast ‘Wierdos in the Workplace’, available Here or on Spotify and Apple Music.