The owner of a very small business wears many hats, being the "head" of marketing, human resources, research & development, production, distribution, accounting and customer service. Whether this compulsion to manage all facets of the business is born of necessity or personal preference, it can sap the energy and momentum of even the most ambitious entrepreneur. Just as "no man is an island," business success can never be achieved in a vacuum.
Maribeth Kuzmeski, author of The Connectors: How the World's Most Successful Businesspeople Build Relationships and Win Clients for Life, says "Greatness can never be achieved in a vacuum. Whatever success we achieve can best be measured by the impact we've made on others- touched them personally, brought them with us, and perhaps triggered in them the best they had to give."
I decided to start my own business as a way to achieve my sincere desire to help my customers grow. The sales organizations I had worked with were all focused on the numbers, with recognition going to those who made the highest sales volume in dollars, created the most new accounts, set the most appointments, had the highest closing ratio, etc. My managers expected customer retention to happen on its own, with little respect for the time it takes to build meaningful relationships by providing outstanding service and added value to each contact. I wanted to be more than an ordinary salesperson; I wanted to be a partner my customers could trust to do whatever it takes to help them achieve their goals.
I have learned that becoming a trusted partner with my customers is a fairly simple process: (A) find out what they really need and (B) figure out a way to give it to them.
Finding out what people need doesn't take that much effort. It's easy to get someone to meet with you when you convey a genuine desire to understand more about their needs. And if you are a good listener, you'll come away from the initial appointment with a list of ways to help.
Figuring out a way to give customers what they need is what makes the difference between my company and its competitors. This is where me becomes we. This is where my strategic partners come into play. I have located the best vendors of products most needed by my customers and established a special partnership with them. By taking advantage of a special relationship with a local printer, sign shop, embroidery/silk screen provider, web site developer and office supply company, AMP is able to provide a variety of products with the convenience of just one call to a trusted resource.
After consulting with the customer to learn their specific needs, I consult with my local team of experts to find the best solutions. The end result is a quality product for the customer, delivered with care by a local provider. In addition to the convenience of working through a single source, the customer also has the satisfaction of knowing that they have contributed to the local economy by supporting businesses in their own community.
An added bonus is the fellowship among professionals in related areas of expertise and the pleasure of seeing my partners grow and prosper through our joint efforts. At the end of the day, I have the comfort of knowing that I can be in business for myself without being by myself. I have even revised my company's brand to reflect how the strategic partnership truly defines AMP, from this point forward to be known as Allied Marketing Professionals.
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