Customers have a never ending thirst that must be quenched on a continuous basis. They return to the same source of water that will quench the majority of their thirst because of familiarity and trust. Customers will desire for that source of water to be the answers or solutions to myriad of diverse needs. Yet, no business can fulfill every single need a customer has.
The manager, when faced with this dilemma, will look first to procedures or guidance from above to fulfill the need of the customer. When those fail, as they eventually will, the manger resorts to the last defense that all managers know, “I am sorry. I cannot help you.” Or “I am sorry, you’ll have to call this number. We do not do that here.” The manager does this, because the manager only knows of the watering hole they have been assigned to.
The business lion understands that while its business cannot satisfy every thirst a customer may have, there are other businesses that might.
The executive, with more power than the manager, has access to more sources of water for the customer. The executive too will look towards procedures, policies, and guidance from its most successful sources of water to meet the needs of the customer. The executive does the latter because they believe that if success is to be had at one watering hole, then it should easily be copied to the next one and the next one. Sadly that fails as well. In frustration of being drawn away from managing multiple sources of water, the executive will tell the customer that, “We will look into it.” Or “It is in the pipeline.” Both being statements that have no end and definitive satisfaction for the customer’s thirst, the executive hopes to string the customer along until conditions change or the need wanes.
The Business Lion Is Calm
The business lion understands that while its business cannot satisfy every thirst a customer may have, there are other businesses that might. It may even be a competitor. The business lion knows that the breadth of every policy or procedure cannot cover every thirst a customer may have. Knowing that they are there to define what is wrong and/or illegal they will help guide the business lion in finding the right source for the customer’s thirst.
The business lion will scour far and wide for new watering holes if none have been discovered for the client. Once found the business lion will lead the customer to it and if need be guide them in how to drink from it. The business lion will always follow back to ensure that the customer’s thirst has been quenched.
If there is nothing available to quench the thirst of the customer, then the lion knows it has found a new opportunity to fulfill an unmet need. Helping the business grow and create a new class of customers the business lion can lead.
By taking the extra step to find a means to meet a customer’s need the business lion knows that it has gained a new member to its pride. It has learned about new needs that have never been met. It has built a bound of trust that will strengthen the business the lion is part of.
There are always new watering holes and other means to fulfill a customers needs. Customers value the integrity a business has in helping the customer fulfill their needs, even if it something a business cannot do. Businesses that act this way, that discover new watering holes for the customer, never go out of business. Managers and executives do not understand this. A business lion never forgets it.
Are you a business lion? Do you know of any business lions?
About the author:
Erroin A. Martin is a Business Advocate with the Von Gehr Consulting Group, LLC, a business coaching and consultancy provider for business owners, executives, and entrepreneurs. He has fifteen years experience working within the pharmaceutical, manufacturing, natural resources, medical devices, software, technology, business services, and agriculture industries in various levels of leadership across six continents. He has led diverse teams in sales, marketing, planning, and in the Army. He currently coaches business leaders and physicians in the tools needed to plan for their success. Learn more about the Von Gehr Consulting Group, LLC at www.vongehrconsulting.com or call +1 203 433 8079. You can follow him on Twitter at @Erroin
The Von Gehr Consulting Group, LLC, was founded by Erroin A. Martin to provide business coaching, business consulting, and other services to companies both large and small. The primary goal is to have his clients be passionate about their business and reach the unachievable.
