In the last few weeks I have discovered the Rolling Stones. That may be a surprise to many, because they have been around since, like, forever but I have never really been a fan.
Until now, that is.
And that got me to thinking about how this came to pass and what was the mechanism or process which brought this into being. And, given that this is a business column, how could this be applied to making businesses more successful?
This is because, and I am certain of this, that there are people out there who have yet to sample the value that you create. Such people could become true believers and, even better, vocal advocates.
Firstly, there needed to be a mechanism through which I could be exposed to the product of the Rolling Stones and their extensive playlist. In this case it is one of the greatest apps - Spotify.
For a small fee, Spotify gives users access to a monstrous library of music and it is here that I first heard Gimme Shelter in its entirety and that led to a period of exploration and subsequent purchase of tracks.
I always knew that the Stones existed. I was familiar with their standards but I am now parting with money to purchase their back catalogue - where there are some real gems.
What gems are there in your business? What are the mechanisms that you use to reach out to your customers/clients? These are important questions, particularly if you are faced with intense competition or a price conscious market.
The other thing to ask is: Why do people flock to other businesses similar to mine? What is it that they do which could improve my business?
If Spotify was a mechanism to gain access to new music, what is the delivery device for your business message(s) and do you need to use another approach? One thing that my clients are noticing is the way that their own business advertising and promotion is actually more suited to some media forms than others. The other aspect is that different market segments congregate around different forms of media. For example, if you are targeting Generation Y and/or younger you may want to consider a social media approach (although, as I stated a couple of weeks back, the positioning of your advertisement needs to be just right - if you are selling food items you wouldn't want it posted next to the alarming number of my friends who love telling the world they are sick).
Once people discover you, then it's up to you to keep them through outstanding customer service and quality products. And, as the weeks have gone by, I have highlighted a number who do an outstanding job.
So take the time to think about ways to reach new customers. Who knows? You both may get more than "satisfaction".