Coffee News Blog

What Makes You Different?

No one knows until you tell them

        What’s the difference?  We’re all the same, right?  How many times do we all say that when we choose one retailer over another for a simple purchase.  They all sell the same things and at pretty much the same prices.  In the big-box world, that may be a fair statement.  Dealing with small businesses, however, it couldn’t be further from the truth.  Sure, each of our industries is made up of many businesses and many choices, but what sets each of us apart? 

        When you own a small business, you must be able to differentiate yourself from others in your field and you can’t be afraid to share what makes you different.  For some odd reason, there came a time when having confidence seemed to be confused with being arrogant.  So, many people are less likely to say they are a “better fit because…..”

        There’s no shame in trying to set yourself apart because every day there is attrition in your industry.  Which side of that equation would you like to be on?  So figure out what makes you different and share those aspects with others.  About ten years ago, when email was not the easiest way to connect with virtually everyone and cell phones were not as widely used or as affordable to use as a primary phone, I put my home number on my business cards.  People thought I was crazy, even many clients.  I would explain that unlike the majority in my field at that time, if you had a question during non-business hours, I wanted to be able to answer it for you.  Did that really raise the percentage of phone calls that I received at home?  Not really.  Of course there were some clients that used it frequently.  Most would still leave a message at the office.  But, what did that “say” to the clients?  It said that I was willing to make myself available all of the time when that was not yet the norm.  I wouldn’t hide behind voice mail or let any question fester in a client’s mind longer than it had to.  My goal in this was to be different than others in my industry.  

        Do you have a mission statement for your company?  Are any of your distinct qualities spelled out in there?  If not, that is a document you can update & change from time to time.  When you do presentations, make sure you keep a minute or two to talk about these things.  This is what sets you apart and what gives potential clients the desire to want to work with you.

        When I started this blog, I made a promise to myself that this would be about sharing information and not about self promotion.  Again, some have told me that’s crazy.  My goal is to provide thoughtful topics that can be shared within any industry.  If you really want to know what sets our business apart from others in the same arena, just ask.  I’m not too shy to tell you.

Give the Gift of a Referral at Holiday Time

You May Need a Break, but Don’t Shut it Off Completely

        The holidays are here and so is the time to relax.  Or is it?  I know there’s a large percentage of business owners that literally work around the clock approaching the holidays just on the off chance that they will be satisfied at what they accomplished business-wise and will grant themselves permission to relax.  Having to utilize extended shopping hours and striving to hit year-end goals, coupled with the reality that it gets dark outside right after lunch, can make this season somewhat stressful. 

        You have such a different feeling when you gather with family, though, whether it’s for one day or multiple days.  You need this break and you’re going to savor it.  The last thing you want to talk about is work or your business because you don’t want to have to be “on”.  I hear you and I empathize, but even if you want to turn off your personal business mode, don’t forget to keep your ears open for referrals that will benefit those close to you.  You’re spending your time at the holidays with those that you love and you have a great appreciation & respect for.  Chances are they feel the same way about you.  While you’re catching up on all that’s happened since the last time you saw one another, if there is a need, do your best to bring a possible solution to the table.  You’re not selling, you’re helping.  The only thing better than giving one gift, is giving two.  If you pass a referral to solve someone’s need, you’ve made both sides very happy.  Some people will say they spend some holiday time with family and friends they only see once or twice a year and “they’re not from around here.”  Remember your colleagues who have no boundary lines in their businesses or may be licensed in multiple states (web developer, insurance, attorney, real estate). 

        During the time you spend with the ones you care about most, keep in mind those that you trust with your personal information all year.  There is no better gift than that of an unselfish referral.  Those intangible gifts can continue on for years to come.

        May you have a joyous and safe holiday full of happy gatherings and much to be thankful for.

Resolutions

Starting on the first day of the year may not be the opportune time

     As we’re a couple of weeks away from the first of the year, this is the time that many will make “New Year’s Resolutions”.  The general rule of thumb is that most resolutions will already be gone by the wayside within a couple of months.  Do you ever wonder why the gym you go to doesn’t seem crowded?  They must have enough members paying dues to keep the doors open.  This is because three quarters of memberships are purchased in the first quarter of the year, but the member is on a annual contract that keeps the cash flow strong. 

        As business owners, some of us will make resolutions for our businesses and how we operate them.  I chose this topic because our goal as a business is to constantly be a resource to our clients and our network.  We’re not only a resource to those who are paying clients, but a resource to those who come to us with a need.  We will gladly spend an hour talking with a colleague to explain why direct mail should be the largest component of their marketing dollars.  We’d rather give someone the information they need to be more successful & they remember us for that rather than simply attempt to “sell, sell, sell” at every turn.  Our goal for this blog was to write two to three entries every month sharing experiences or discussing a topic worth thinking about, yet the last post was less than a week before our daughter was born.  Making a blog entry was always on the never-ending to-do list, but the last few months never seemed to make its way to the top.  Then, two nights ago, the phone rings close to 10:00pm.  On the other line was an individual that we met via networking over a year ago.  However, at that event, he remembered other individuals saying “They know everybody”.  He was currently on the front porch of his home, but was locked out.  He figured we would know who to tell him to call to open his door.  Of course we were glad to assist.

        Once this happened, it made the goal of continually being a resource a top of mind priority.  Someone we barely knew remembered that we could be a good source for information and that was still on his brain.  So, the blog is now back on the “must-do” list & off the “when we have time list”.  Most self-help books will say that if you do something new for three weeks, it will become a habit.  As business owners, if you make a resolution to begin on the first day of the year, is that the best time to start?  There’s a chance that you could be playing catch up that first week, since the last two weeks of the year were softer than normal due to the holidays.  So, start now.  These two weeks before the end of the year gives you the opportunity to create that habit now so that it’s already ingrained as a part of your schedule once the new year begins and you immediately have to be “back in swing” of things.

        So, if you have a goal to do a weekly lunch with a client or a power partner, start it now.  This is a great time of year when there are some components of your business that slow down just before the holiday.  If you have a goal to be organized in the office, get it cleaned before the end of the year so you can start fresh.  Thanksgiving and Christmas both arriving in a six week period throws off your typical cycle and come the first of the year, the next major travel holiday is Memorial Day.  Since the new year & the “back to the daily grind” sneak up after the holidays, use this time to put that resolution in place.

        Our goal is to continually share and be that resource that separates our business from others in our profession.  So, look out for more frequent entries between now and the end of the year.