When someone asks what you do, it’s a simple answer.
“I run a restaurant…”
“I’m a graphic designer…”
“I’m a doctor…”
This is your ‘what.’ Here lies the problem. You’re not a restaurant owner. In fact, you create enjoyable experiences for people to share. We get too caught up in ‘what’ we are that we don’t dedicate enough time into the ‘how.’
Focusing too much on the what of businesses impacts on our creativity and ability to raise the bar in terms of how we interact with the market and end user. We become beige and non–descript.
In marketing and business development, your ‘how’ is what sets you apart. It’s the style of manner that’s important – our definitive point of difference. We need to look at not just the task (the what) but the skill that’s required to execute it successfully (the how).
We’re focusing too much on the end goal… and missing the process. In doing so, we never quite reach where we want to be. All this effort is put into the front end, the beginning of the client relationship. The hype and thrill of getting the client soon wears off.
There’s no follow up, no extra love or investment in ongoing relationships. When, the after care is equally as important. People remember both the beginning and end of relationships.
As business owners and influencers, we need to stop chasing the bright shiny things in corners once the deal has been done.
Systemise your business. Invest in processes.
It’s good to have your big goals. Every business needs to have an end goal, to be constant dreamers. Your processes and procedures are the building blocks to help you achieve it.
Designed to provide step-by-step instructions for achieving a result, your processes are your ‘how.’ They describe the who, what, where, when, and why.
It implies an emphasis on how work is done in contrast to a product or service focus on what is done. It covers all of the touchpoints of your service delivery – before, during and after.
The Customer Purchasing Design Process (CPDP)
Your most important business process is the primary process relating to solving the problem, meeting the need or getting the job done for a customer.
This starts with an understanding of the Customer Purchasing Decision Process (CPDP). It’s the process undertaken by a customer for a market transaction before, during and after the purchase of a product or service.
While this will vary between businesses, there are 5 basic stages which a customer usually goes through when purchasing a product or service, including:
- Need recognition
- Information search
- Evaluation of alternatives
- Post-purchase evaluation
As you can see, the process covers each touchpoint, from start to end. By turning your attention to your ‘how’ not ‘what’, you make room for continuous improvement and innovation. Remember, the experience you provide will set your brand apart.
Work on your business, not in it.
Stay tuned next time for a case study on how one business improved their processes.
At Kiikstart, we’re dedicated to helping people have more choice, influence and control about how they live, work and learn. If you’d like to hear more about what we do, contact us today on 0428 593 400 or firstname.lastname@example.org.