TheBusinessCommandos.com

Today we’re going to look at a major key to business success that very few businesses truly understand the power of, which is why don’t put much thought into.

The best business leaders totally embrace this, which results in them playing the game of business at a far superior level to everyone else.

My mentor shared this lesson with me in the early days and the truth is I never understood the significance of it at first and once again it revolves around doing things 180 degrees different to the vast majority. What we are talking about is… WHY.

What do most business owners focus on when starting a business?

In 95% of cases it is WHAT they do or HOW they do it… And that’s the message they communicate to their market place.

Where as the successful 5% minority start with WHY, they communicate their reason why to their market place. As leadership guru Simon Sinek from the US says – “people don’t buy what you do, they buy why you do it!”

Starting with why sure isn’t going to win everyone, but that’s a good thing. You don’t want everyone, you just want to attract those who believe what you believe. This is a total game changer… When you work with those who believe what you believe, they are easier to deal with, trust is established must faster and it is a true win-win with both of you heading in the same direction.

For example, why is Apple so successful? After all it’s just a computer company isn’t it? Apple doesn’t tell the market place WHAT it does – sell computers. Apple tells the market place WHY they do it or what they believe, Apple say; “We believe in challenging the status quo, we believe in thinking differently.”

And everything they do and take to the market place supports their WHY or vision or the reason they exist, depending on what language you want to use.

Apple have attracted a cult following, people will line up all night to get the latest innovation like with the IPod, IPhone, IPad, etc, etc… Apple have raving fans is a BIG way. Just think about the way Apple customers rave about their latest Apple gadget everywhere they go… That doesn’t happen with IBM.

There are so many benefits with clearly communicating your WHY, not only does it attract the ideal customers for you, but also the ideal team members to continue driving your business growth.

Virgin are another awesome example… Virgin have created a fun culture where people are happy to work for them even though they can get paid more working somewhere else. Virgin go into market places where a big player is taking advantage of the consumer and Virgin present themselves as the people’s hero – giving a great value for money option.

Virgin have a culture that people want to be a part of, internally as team members and externally as customers… They certainly don’t attract everyone, but they attract those who believe what they believe.

There’s another way in communicating what we’re talking about here and that is; “Create a cause, not just a business!” People achieve amazing things when working for a cause they truly believe in.

If you’ve spent time with me at one of my events you will already know how I emphasize the importance of tapping into a much bigger purpose than yourself. Most people focus on themselves when starting out, which is the weakest driver of all.

When you focus on a cause much bigger than you, that is when the magic happens. I’ve seen it time and time again in business and in the Special Forces, we are all capable of achieving amazingly great things when you tap into our reason WHY.

And here’s the cool thing with your WHY… You can’t fake it!

One of my mentor’s Paul Dunn helps me with being a better communicator and Paul taught me that most people communicate from the head, where as the best communicators come from the heart. As he says “You’ve got to shift from head to heart”

Telling people WHAT you do is coming from your HEAD.

Sharing your WHY with people is coming from your HEART.

When you find your WHY, it is infectious and has a magical effect on you and your team in pushing forward to serve your market place. This is a core focus in our all new business by design program and a key component to your strategic GAP MAP.

So what’s your reason WHY?

Start with your reason why and you will attract the right people to help you with the how and what and most importantly, you will attract the right customers for you.

In rapping up here’s our reason why, The Business Commandos exist to; “Challenge People to go Against The Grain to Join the Elite Entrepreneur Minority”

Remember that people will buy for their reasons, not yours.

People very seldom want what is best for them or most practical for them or most affordable for them.

It is your job as an entrepreneur to uncover what people really do want and include that in your offer.

An example of what we are talking about here is if my daughter is sick and needs some medicine to get well again. I have medicine in my left hand (need) and a chocolate bar in my right hand (want), which do you think she is going to go for? – The chocolate bar every time!!

If you find yourself selling a need in the market place, find out what your target market wants and package it up with your product. And of course place more emphasis on the product they want during the sales process.

I have a friend who filled a seminar room by offering 2 free tickets to Hawaii to everyone who purchased a ticket to attend the seminar. What did the seminar have to do with going to Hawaii, absolutely nothing! However most of the people who attended that event did so because of the Hawaii tickets, not because of what was offered at the seminar.

Sell people what they want!!

In Marketing today it is crucial to focus on building the relationship with your clients and prospects. I was reading recently that when running advertisements to attract new clients, on average it would be effective after 4 times, where as today it is more like 8 or 9 times for people to warm to you.

You must be consistent with your marketing and ensure you stay in touch with your clients and prospects to maintain the all important ‘Top-Of-Mind’ awareness so that when they are ready to buy you are the first person they think of. Remember most people won’t be ready to buy when you first come into contact with them, so consistent marketing efforts on your part is imperative.

The crucial point with staying in contact and adding value to your clients and prospects with good quality information to help them get more of what they want is that you are earning the right to get the sale. Building up that level of trust is a major factor in today’s market place.

Plus with staying in contact through passing on quality information also helps with positioning you as the expert in your field. Don’t be scared to give away great information for free. Remember the more you help people get what they want the more you will get what you want.

People are so skeptical today because they are hearing all sorts of weird and wonderful promises out there in the crowed market place and the good news for you is that most businesses don’t bother to stay in contact to build the relationship, which makes your job even more effective in getting their Attention.

And there are no excuses with modern technology you can use email auto-responders to stay in touch for the majority, however the most effective is to use several forms of media. If they’re not responsive to email, you may be able to get through with direct mail or SMS or even through sending them a DVD.

Just be prepared to be persistent, consistent and flexible with your approach and you’re sure to be kicking goals with your marketing in no time!!