Business can be a gamble. Do you know when to hold 'em or just walk away?
Do you know that Kenny Roger’s song The Gambler? The chorus delivers a little golden nugget of advice:
You've got to know when to hold 'em
Know when to fold 'em
Know when to walk away
And know when to run
You never count your money
When you're sittin' at the table
There'll be time enough for countin'
When the dealin's done
Now, I’m not necessarily a country and western fan - Brazilian samba is more my speed, but those lyrics came to me when I sat down to write this post. I was reflecting on my recent experience sourcing and engaging creative suppliers to help me develop my online presence. Technology certainly helped me to locate and communicate to these other businesses, but deep down there is still an element of trust involved in the exchange and in one case I had to trust my gut instinct and hold onto the idea that they would come good (which they did), and in the other - I had to walk away.
Modern marketing talks a lot about building trust and showing social proof with testimonials, influencers or referrals. But let’s talk about what happens next. If your social proof pays off and you get a new enquiry, how do you greet them? Do you welcome them as a guest or treat them just like a customer?
Let me explain the difference.
When we hear the word ‘welcome’ it usually engenders the image of hospitality. You are in the capable hands of a generous host who pre-empts your needs and offers solutions. More emphasis is put onto you as a person and the idea that if the experience is exceptional, you’ll reward the experience with loyalty. Furthermore if your guest enjoys themselves, you will too, and life will be simpler.
On the other hand when you are treated as a customer - sure there is the idea of a great customer experience, but it is driven by process and unlike a ‘welcome’ approach there is little room for creativity, poetic license or deviation. When the customer experience is really bad, you get the feeling that you are a bother, asking stupid questions and that your concerns are not valid
So why do you deserve to be welcomed as a guest and not treated just like another customer? Here are just three reasons why:
A right fit makes things simpler
The right fit is a supplier that has a ‘welcome’ philosophy and is invested in what you are trying to achieve and delights in doing what they do best to help you achieve it.
In a complex world, working with a supplier or business that is the right fit just makes things so much simpler. If you are on the same page you only have to give one directive and it's done. If the communication is open and clear, you reap the rewards with the right work/ product/ service at the right time. Simple.
You create a business eco-system
When a supplier welcomes you as a guest you have a highly valuable resource that you know you can draw on in the future. There is no anxiety or doubt that they can deliver what you need, when you need it. Furthermore, you feel proud to recommend them to others and usually the word of mouth recommendations are reciprocal.
They understand you and you understand them in a business eco-system of mutual understanding.
Your options are limitless
As I mentioned before, technology has now connected us to nearly limitless possibilities. In my recent experience I used Behance to source a graphic designer and was able to work with someone based in Brazil! With so many options available, is it wise to spend your hard earned money on a second-rate experience?
With this concept of Welcome in mind, do you know some of the red flags that should indicate its time to walk away?
Here’s just a couple:
You send an email enquiring about their service and as reply you get sent a price list with no explanation - not even a ‘how exciting!.
You get sent an invoice for the deposit immediately when you make a booking but when you ask a follow up question you don’t hear for 2 weeks until you resend the email again.
They’ve had your money for several weeks but 24 hours out from the appointment they realise they didn’t ask for your phone number - nor your address where they are meant to come.
Of course, any one of these things can be explained with ‘oh, i’ve been busy’ or ‘I don’t sit in front of my computer all day’, but is that good enough? Breaking up is hard, but when you then find the right fit, it's totally worth it.
How do you apply this welcome philosophy in your business? For some fresh ideas, say hello and let’s get creative about how we can add some human hospitality to your communications.
To find out more about welcome philosophy
WATCH:
Hostmanship: The Art of Making People Feel Welcome, Jan Gunnarsson
https://youtu.be/VEfUyOpG4b8
READ:
Setting the Table: The Transforming Power of Hospitality in Business, Danny Meyer
https://www.booktopia.com.au/setting-the-table-danny-meyer/book/9780060742768.html
