Are you regarded as your customers’ national treasure? This question arose in a coaching conversation I had with the Chinese owner/practitioner of an acupuncture business.
We were speaking about the enrichment she brings to her “perfect” customers. We were searching linguistically for a way to translate the concept of how she delivers value to her A-List customers, as I usually refer to them.
Then I reframed my question. I asked her whether her perfect customers regarded her holistic combination of philosophy, methodology and implementation as their national treasure. Her eyes lit up.
Then our conversation took shape.
National treasure refers to those creative and artistic works and, in some cases, individuals designated by specific countries as being invaluable representations, or representatives, of cultural heritage.
National treasures are priceless. They are invaluable. They are irreplaceable.
In Western business, we spend so much time talking about the creation and articulation of value propositions, which describe the tangible benefit a customer receives from doing business with you. The focus typically is on ROI.
However, you know as well as I do that our A-List customers continue to do business with us because of the intangible benefits we deliver to them time after time.
The creation of trust in building enduring relationships that sustain businesses does “something else.” The relationship eventually crosses the interface between focusing on tangible deliverables into the delivery of both tangible as well as intangible benefits. As a result, we create healthier teams working within healthier organizations.
That scenario is defined by more than your commission check. That scenario is created by more than a prescriptive training methodology. That scenario takes you beyond obtaining a certification.
That scenario is achieved through mastery, both professional and personal. That scenario is holistic. That scenario continuously leads you into uncharted waters as part of what is now your norm.
That scenario reflects your confidence in maintaining your personal and professional levels of balance and centeredness.
That scenario reflects your far-more than 10,000 hours of continuous self-improvement and commitment to your professional development and, quite honestly, your personal business philosophy.
Becoming your customers’ national treasure may be daunting to many of you reading this post. However, think about it this way: how consistently do you walk your value proposition talk?
By simply asking yourself this question daily, and for every customer you prospect for and engage with, you will become more thoughtful. You will become more introspective about how you create and deliver value to your customers.
For those of you struggling with how to define yourself as a Business Person of Worth, ask yourself what it would take to be regarded as your A-List customers’ national treasure.
You will find that this question creates an incredible starting point for some amazing and valuable team and customer dialogues that all of you will treasure.
Babette N. Ten Haken is a management strategist and team-building leadership coach. She helps teams, startups and businesses who wrestle with unpredictable revenue streams. Her Workshops and Playbooks create more productive and profitable teams in healthier organizations. Her Playbook on leadership and business strategies, including tools, Do YOU Mean Business? is available on Amazon.com.