Is Your Company Attractive?

Hello Beautiful Humans!



How likely are you to continue to shop at a clothing store that just tosses their clothes in a wrinkled pile on a table? Do you go out of your way to purchase items that are covered with dust and cobwebs? How often do we return to a restaurant where the food is a slimy brown lump of goo? The truth is that attractiveness matters when it comes to business. The bigger truth is that attractiveness isn't always on the surface. It starts deep within the workings of our company, but for some reason, we don't always think about that.


While researching this I was astounded at how many different perspectives the definition of having an 'attractive business' actually came up. It took me a minute to collect my thoughts on this topic, (and I'm sure I won't touch on all of the aspects of it), but I'm going to do my best to help identify exactly what attractiveness in the business world actually means.


Side Note - (This is the actual building mentioned below. This image was obtained online in the public domain.)


Years and years ago, I was traveling through Prescott, Arizona when I saw this oddly shaped building with a lot of bright bold colors and attributes that reminded of a children's television network. It was a children's dentistry office and I thought to myself at the time, 'they know what they're are doing', at least in the sense that they made their office 'attractive' to children. If I had told my daughter we were going to the dentist there instead of the drab, brown brick building her dentist was located in, I doubt I would have gotten the resistance from her that I did. This business made itself attractive to children. It made them want to go see what all this bright fun looking stuff was all about. Needless to say, their lot was nearly always full.



When we start breaking down the individual aspects of your business and asking this question, we have to....HAVE TO, be honest with ourselves. Is this a service or product THAT I USE! Not that I could or would or should use. Do you use your product or service yourself? Would you work for you? Would you invest in your company/business? Is your advertising appealing to you? Don't tell yourself what you think you want to hear. Be blatantly honest. Being aware of the short comings of yourself, your product/service and your company as a whole is the only way to grow into, not only a successful business, but a sustainable one.


Ask yourself this question and fill in the blank with the list below:


IS (ARE) MY ___________________ ATTRACTIVE TO ME? IS IT ATTRACTIVE TO OTHERS?


Logo Company/Business Name Service/Product

Quality Customer Service Price

Packaging Marketing Mission Statement

Vision Statement Employment Positions Employee Salaries

Staff Benefits Workload and Hours Training

Investing Opportunities Advancement Opportunities Leadership

Accessibility Shipping ROI

Online Presence Store Front Location KPI Goals Company Values


Of course there are so many more aspects and you should be asking yourself this question about all of them.



When it comes down to it, if the answer is "No" to any of them, then there is an issue that needs to be addressed. Don't just rely on your own opinions. Ask your clients/customers. Ask your staff/employees. Ask your vendors and even others in your industry. The more perspectives you have, the more you can tailor the attractiveness of your business.


You are often going to get negative feedback, but don't shy away from it. Use it! We often ask questions and then get offended when we hear the answer because it isn't rainbows, unicorns and a pretty decorated cake. In other words, it isn't what what we want to hear. We want to hear that our business is perfect in every way, but is it? Is it really? The truth is, those rough and raw answers are the ones we should be wanting hear. Negative feedback and criticism is nothing more than an opportunity. If we start to treat it as such, we stop being offended and start to get to the root cause of what isn't working. What is making our business unattractive. For instance:



"I went and purchased new tires from a local tire shop. I had to wait over an hour before I could get someone to help me."


  1. Think of every complaint as an opportunity to fill a request. Instead of thinking about the customer complaining about the wait time, understand that the customer would like to have service in a timely manner. So would you, right? So what opportunities are there to make this portion of the business more attractive?

  2. Was this an isolated incident? How long does the average customer have to wait for service? How often does this occur?

  3. If this happens frequently, should you add more employees? Provide a discount if a customer waits for an extended period of time? Would scheduling appointments help to lighten the load of walk-in customers? Could you designate a specific employee for walk-ins only?

  4. Stumped on what to do? Bring the rest of your staff in on it. Let them know this is what happened, this is what we want to fix, and what kind of ideas do they have? Like I said, ask everyone!

  5. How do we address the experience this customer had? By doing nothing more than letting them know we appreciate them as a customer, we care about their concerns and we are working on ways to improve our business so that there future experiences with us will result in their overall satisfaction.

We've now taken negative feedback and turned it into an opportunity to improve the attractiveness of our business. We've let them know that we value them as a customer and we are ready, willing and able to move forward into growing our business into one of integrity and customer satisfaction.


It seems like a simple enough process, right? So why don't we do it? Why do we spend so much time ignoring the obvious? Honestly... I think the reason is different for each individual business owner and what the company values are.



We've been taught as individuals not to be shallow and to appreciate what is on the inside of a person as a measure of their attractiveness. Their personality, their heart, and who they really are as a human being and not what they look like on the outside. We don't carry this over to our businesses. What is the underlying factor that is taking away from the attractiveness of our business? What is on the inside that isn't working to make our products and services more appealing?



The final point I want to drive home is should be a never-ending cycle. I've said it over and over, the business world is an ever-evolving beast and if we want our businesses to stay relevant and sustainable we have to be persistent and resilient and to do that we need to constantly be looking at how our business or company can continue to be attractive to the next generation of consumers.


Challenge:

Select just one of the business aspects from the list above or one of your own. Run an analysis and gather some feedback on what people think about that specific topic. Isolate what the problem is and brainstorm what can be done about it. Set a goal to change it and then revisit it and see if that portion of the business has become more 'attractive'.


Morals of the story:


1. Be honest about the attractiveness of your business. Does it appeal to you?

Your employees? Your customers/clients?

2. What portion of your business/company is unattractive?

3. Use complaints as an opportunity to drive change.

4. Attractiveness of a business/company starts from the inside.

5. Commit to making your business more sustainable and resilient by constantly considering the attractiveness.

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