How to make your business truly all about themArticle added by Anne Bachrach on April 28, 2010
Anne Bachrach

Anne Bachrach

San Diego, CA

Joined: October 26, 2009

Take your business to the next level by creating an It's All About Them (IAAT) experience for clients. A company that is founded on the IAAT principle will have valuable services right out of the box.

Ask any successful business owner and entrepreneur and they will tell you: In order to attract new clients and keep the existing ones coming back for more, clients have to trust you, enjoy their experience, and find value in the service or product you're providing. In other words, it has to be all about them.

Maybe you went into business for all the right reasons and you truly want to provide value to your clients, but are you actually doing this in practice? Even if you tell yourself that you run your business with your clients in mind, it's very common for business owners to get caught up in the day-to-day operations and simply run out of time or energy to continually make it all about them.

The desire to make your business all about them is the easy part. It's the creation and implementation of business models that allow you to put it into practice that may require some trial and error. Making your business all about them will make all the difference and accelerate it to a new level of success. Your business is a reflection of who you are as a person, and if you're faking it for your clients, eventually it will catch up with you. To open up your business to the real possibility of success, you must conduct your personal and professional life with complete integrity and compassion for others. That probably goes without being said.

As much as any business would like to operate on an all about them principle, motivation for creating a business built on the principle requires passion -- a passion for your business and a passion for helping clients. Are you passionate enough to build an all about them business? Connect with whatever feelings you can to get the fire burning. Maybe the motivating factor is the income and what money means for you and your family, or maybe it just feels good to help people.

Whatever the motivating factor is, write it on a piece of paper and post it in your office where you can see it throughout the day. This will help to remind you why you're doing what you're doing and motivate you to remain focused on creating an all about them business.

Do you ask your clients to give feedback on their experience? Although surveys are incredibly effective, few business owners send them to their clients. The truth is, business owners don't want to take the time to ask for various reasons. Not only does it take time to create surveys, it takes time to conduct them and collect the information. Then there is the challenge of implementing business models changes, if you like any of the ideas or suggestions provided. The difference between an everyday business and an extraordinary one is a client survey. I would highly suggest conducting a client survey, because it can be a powerful transformation tool.

Listening to your clients and truly comprehending their needs is the most important factor when building a business that's all about them. Your business is completely dependent on your clients, and if you don't make it all about them, it won`t reach its true potential.

Here are a few Web sites that you can use to quickly and easily conduct surveys:

1. http://www.opinionpower.com -- All our quick polls and surveys are free and available to your audience for 30 days.

2. http://www.surveymonkey.com -- SurveyMonkey has a single purpose: to enable anyone to create professional online surveys quickly and easily.

How do you transform your business to put clients first? How do you take an existing business that's all about them to the next level?

Answers these 10 questions:
    1. If my business were really all about them, how often would each client see me, and how much time would they get?

    2. If my business were really all about them, exactly what would I do for each person? (There may even be things you haven't thought of yet because you haven't had the time to think about it.)

    3. If my business were really all about them, how would I make my clients' lives simpler?

    4. If my business were really all about them, how much would they pay me for the value I provide?

    5. If my business were really all about them, would they think what you do is worth it, and how do you know?

    6. If my business were really all about them, how many clients could I do all this for?

    7. If my business were really all about them, how much time would I set aside when we meet or talk on the phone? How much more would I really listen?

    8. If my business were really all about them, how many people would staff my office?

    9. If my business were really all about them, would I have strategic alliances and partners? If so, who would they be?

    10. If my business were really all about them, what would my life look like? How would I take care of myself physically and emotionally?
Once you've brainstormed answers to the questions above, make a list of everything you will be delivering to your clients and how it benefits them. You may be surprised to find that many of these benefits create a better, more manageable business for you, too.

Take your business to the next level by reviewing all methods of communication with your clients. By using all about them language in phone conversations, e-mails, marketing materials and on your Web site, clients will easily be able to relate to the services offered and their benefits.

Here are some examples of how a simple shift in language can make all the difference. The first part of each sample below is about you and the second part is how you might change the wording to be all about them. Think about how you would feel having someone say the first part versus the second part. Say each of them out loud. Have someone read both samples to you.
  • I want to start out today with a discussion of...
    • In order for you to get the best experience during our time together...
  • I want to talk to you about...
    • The next logical step for you...
  • We specialize in working with clients who...
    • The clients who are best served are...
  • My existing clients will help me add the right clients to our firm so I spend the least amount of time possible in marketing for new clients and the most amount of my time serving you.
    • Existing clients want to help (are eager to help) add the right clients to our firm so I spend much of my time serving you.
  • I want to have only 152 clients in our firm.
    • When you work with us, you will be part of a small and special group of only 152 clients who receive all our attention.
The language used in marketing materials, including your Web site, is just as important as personal conversations and e-mails. Review all marketing materials to see where all about them language can be substituted to take your business to the next level.
  • We limit ourselves to having 123 total clients.
    • Clients who join us are part of a small and select community of only 123 total clients. Being part of this small community of clients allows you to experience exceptional service.
  • We are fortunate that 95 percent of our new clients are referrals.
    • Clients are eager to refer us to everyone they.
  • I invite you to visit our Web site and review our client testimonials and our service system.
    • Feel free to visit our Web site for additional services and added-value programs that may be of interest to you.
  • I am making a transition in my business that is a substantial improvement for you.
    • Great news! Our new business transition results in substantial improvements for you! You now receive...
The easiest way to transform the language is to review all materials and circle all the "I's" and "We's." Then look at each sentence and notice if the second half of the sentence expresses benefits to clients. Many times, you can take the back end of the sentence and put it first so it is transformed into an all about them statement. You always want to have the benefit voiced in the beginning of the sentence.

It is easy to be unaware of how often you use "I" and "we" language, and an important exercise is to record your conversations with clients either by audio or video. Review them and note how many times "I" and "we" are used. By scripting and rehearsing all about them language, your communication will improve, and so will your business.

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