In the previous posts, I spoke about defining your ideal client and your core business values. These are your defining ‘who’s, who are you working for and who you are. They are also key start and end points in your business, where you are working from and to.
You need to get these definitions out of a book, off of the wall and into your actions. My years of Quality Assurance, project management, staff management and public sector experience all drew one key aspect from my Psychology degree, which is that values drive behaviour. So when I took over a dysfunctional team, I sat down with the members and discussed their values and drivers. From there I was able to align them with the functions (outputs) of the unit. An amazing thing happened, when the staff could see their roles aligned with their values, their performance improved exponentially, complaints decreased, and morale (and attendance) improved. All because I listened to the core values of my staff and matched them to their jobs and the function of the team. Now, imagine what you can do with your business, when you align your values, mission, and vision! Imagine what you can achieve, how easy it will be to bring in staff, how you will grow.
Does your business have a mission statement? Do you know why you are spending your time in it?
If you don’t have one then this is where you need to start. These questions set the foundations of how others see your business. Here are some simple prompts to help you write your mission:
Who– who are you, are you a multi-national, family company, or sole trader? Who are your customers? Are they families, singles, seniors, small business, multi-nationals?
What– What is it that you do? What do you sell?
Why- Why do customers use your business? What is the benefit to them?
Where– Where can they find you? Are you a bricks & mortar, online, franchise?
Do you have a vision statement? Do you know where you want your business to be in one year, three years, five years?
This is where you have to be SMARTER. Make sure your vision is:
Specific– No wishy-washy motherhood statements. Say exactly where you want to be, put a dollar figure to it.
Measureable- If it can’t be measured then you can look back and see if you have achieved it. It also means that it’s likely to be a motherhood statement and you are less likely to hold yourself to account.
Achievable- The goal has to be appropriate, able to be attained in the given timeframe.
Reportable- You have to make yourself accountable for the goal and the only way to do that is to make it reportable. That could be in your end of year financial report, quarterly reports, cash flow reports, stakeholder reports, reportable to a mentor or a friend.
Time-sensitive- The goal has to have a deadline. Don’t make it a moveable goal or you are less likely to set tasks to achieve it.
Evaluated- Is it reasonable, achievable, how does it compare to others in your industry?
Reviewed- How often will it be reviewed so you know if you are on track?
Now we move on to aligning the previous work you have done.
Where do your mission and visions cross? Are there any common words or themes? Where does you ideal customer meet with your mission? With your vision? List the adjectives, or find relevant adjectives, to describe these intersections. These intersections are powerful points. Remember, when you align values, missions, and visions magic happens.
So when you have these magical sweet spots, you need to leverage them. These are the words which need to drive your interactions. There’s a word of warning, they must be for your client. If you start writing about the business it becomes about you. You don’t need to sell, or convince, to you. Unless your ideal client is a competitor, don’t write about your industry either. Your customer doesn’t want to know why your industry does xyz, they have a need and want you to meet it. It’s why they are at your website/Facebook/Google+ .
Go back and look at the list and where it meets your ideal client. What words help to meet their needs? What benefits are they looking for? Remember you wrote out their preferences, look to these for inspiration on how they want to be sold to and what needs you need to meet. Now, what are the benefits of your product or service and how do you meet your idea customer’s needs?
So now you have the adjectives to help describe your product or service and you have the benefits you need to include when you write those descriptions. Make the most of these powerful sales tools to drive your business to your ideal customer. Remember, they are your goal, your target market and anyone else that you catch along the way is fantastic.