Put a lot of focus and value in having great customer support because not only do you keep your customers happy, but you also get a lot of good intelligence and research from them.
The numbers in Business
One of the biggest challenges in business is having a lack of awareness of the financial status. Not that I was running out of money, but without knowing the numbers, it’s like driving a car blindfolded because there’s so many snowball effects that come down the road that could later. Not everyone can know every single number in the business. It’s just, it’s impossible. So that’s why it’s so important to have a good team and to have people who can help you with that.
There’s emotion attached to it if you see numbers going in the wrong direction automatically, you want to do something it’s like most entrepreneurs are action takers. They see something they want to go out there and affect it. But to actually have someone who you trust, who can give you some perspective and say hang on a sec, let’s just stop and have a look at this and think about it before we rush into doing anything is really important, especially when you have long lead times and in a physical goods business, sometimes you can make little tweaks that you might not even see for a few months. And it end up causing more harm than good because I don’t have that patience period.
I have had this rule in my life that when something happens, I need a pause period. Like I need a, I call it an incubation period. So if something happens and I want to act, I don’t have to put it in my calendar for 48 hours later and I can’t look at it or do anything until then, but I’ve also realized now with my team. I don’t have to do that anymore because I never stay in an echo chamber. And it’s that feedback in that pattern of not being isolated. I think that helps get clarity and come up with an informed decision.
And one of the things that I always have to remind myself is Don’t tell someone what to do, give them an outcome and then coach them on how to actually achieve it. Give them an outcome and let them work at how to achieve that because you then empower that person to, use their initiative to use their problem solving skills, to really take ownership of the work that they’re doing. No one wants to be micromanaged. Keep focus and try to avoid distractions and don’t go chasing shiny objects because it’s so easy to do it, but it can be really take you away from what’s important.
And the worst thing that happens with entrepreneurs is that we elevate our cortisol and then we get into adrenal fatigue. It affects our sleep. It affects our mood and affects our energy. And then we try to be race car drivers every day. And every moment you’re staring at your phone, your computer, your iPad, you are literally elevating our cortisol because that light is not natural. And it has a drastic, positive impact on my body and all my health when I go to sleep. And so I’m saying that from personal experience of somebody who’s been through adrenal fatigue and literally stares at a computer 12 hours a day, The difference between not wearing blue light blockers. I get headaches. I don’t sleep as well. My stress goes up. My weight’s off. When I do wear them, I sleep good. I don’t get headaches. I have better energy. I have more mental clarity. And so protect yourself. People who wore Swannies blue light blocking glasses and a couple of hours before going to bed at night, they slept better. They slept longer. And you need to be as healthy as possible because you can only be an effective entrepreneur if you’re taking care of yourself.
Listing some of the things just off the top of my head, what I want to get done that day. And then I try to prioritize those things. And the thing is you don’t want to let other people dictate. What your day is going to look like, when other people to be able to dictate how your time is spent. The. Power of process and routine is that I have a very clear path of what’s working or not working and it eliminates the ambiguity of it. The level of success that I’ve had just by putting a measure to things like putting things into a process or having a non-negotiable, like you said, something that I think everybody should hear over and over again that you can’t let anybody else dictate how you spend your time.
Humanize the Brand
I advice people to put a lot of focus and value in having great customer support because not only do you keep your customers happy, but you also get a lot of good intelligence and research from them. As a former journalist, you spend a little bit of time talking, you ask questions, you can ask the same questions in different ways to really draw out things that things that were, that people like about your company or your product or feedback that might not even be that conscious to the person. It may be subconscious. So a hundred percent trying to try and to get that personal connection with people is so much more available than looking at social media or doing surveys. These are the people that pay your bills. These are the people that have bought your product. These are the people that are going to recommend other people to your product.
One of the mistakes that I see when people get on phone calls with customers, they summarize the customer’s answers and you don’t want to summarize them. You want to copy them verbatim because if they are telling you like what their life was before, the product, you want that actual, exact verbatim language, because that’s what your other customers are going to respond to. And I found that actual, the intrinsic value of connecting with a customer is amplified even more because of the current state of how people communicate. humanizes the brand. people don’t buy the best product. They buy the best relationship. And, brand loyalty and customer loyalty doesn’t necessarily always come from having the best product. One of the secrets to building a successful company is having these deep relationships with these customers and the people that are really moving the needle and they moved the needle financially, but they also move the needle in your marketing. 93% of marketing is word of mouth