A few years ago I was with a client of mine that was having trouble with his business.
Sales were down and had been that way for a couple of years.
He asked me how to help him when it seemed that no-one cared about his business and what it represented. I asked him what it represented and what it meant. He then proceeded to spend half an hour telling me all of the things the brand meant to him and his wife. He went on to talk about how the business supported 300 people and their families in a third world country and gave them a better life. He told me about how the business used only materials that didn’t hurt the environment and his passion for the business and the people it supported who were from his homeland. He finished and asked my why no-one in Australia cared about what he was trying to do.
I had a simple question for them and I have that question for you now: Do they know what your purpose is?
He looked at me dumbfounded and said “Of course they do”. When I asked him when he had told them, he then told me that he had been told by the Sales Manager that no-one would want to hear about it and no-one really cared. I then looked at him and said that he needed to tell his staff and also his customers.
The next week he ran a meeting with his team and started talking from a prepared fifteen minute speech about the business and his purpose for creating it. The Sales Manager rolled her eyes and looked bored and wrestless. The rest of the team though were hanging on every word he said. Very soon he threw away the prepared speech and spoke from his heart for over an hour about why created the business and what it meant to him. At the end of it every staff member was in tears – except the Sales Manager.
The next day every staff member was early to work and as a team they started making plans to grow the business. The only exception was the Sales Manager who came in and resigned. The sales in the next two weeks were more than the past eleven months combined and the business turned around.
He then started telling his customers all about the purpose of the business and the business grew.
The message in this story that is there for everyone who is reading, is tell everyone about the purpose of your business and what you are trying to achieve. This is even easier to do with Social Media and online marketing. And remember don’t listen to anyone who tells you not to that no-one cares. Not everyone will care, but you want people involved with your business that do, so tell them about it.
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(c) Digital Tiger 2015