That’s an assumption I am making when writing this blog.  But have you defined what success looks and feels like for you?  Ignoring society’s assumptions about success, do you know what you are aiming for?  Will you know when to stop? Are you able to distinguish and recognise your real wealth?

You may recall that I’ve been away most of April.  One of the reasons for my journey was to research sustainable living.  I had the privilege of visiting two communities in Ecuador who define their success and wealth very clearly.  The first I visited is San Clemente, an indigenous-owned community-based project situated on the flanks of the sacred Imbabura volcano.

Laura with sons Edwardo and Giovanni in front of the house they built

This community has chosen to re-learn and retain traditional skills, agricultural practices, cultural activities and even dress.  They farm their rich lands organically, feeding the community largely by their own effort.  They follow an ancient agrarian calendar which determines planting, harvesting and celebrations.  In this community clear purpose, peace, harmony and beauty suffuse all activities.  Success here is defined as:  A healthy ecology, living an uncomplicated simple life close to family members where everyone is engaged in meaningful contribution to the vibrancy of the community.

As a visitor I could gauge success simply by the light in the eyes, the warmth of their relationships and the smiles on the faces.

Inside an Achuar home, one of our hosts sings for us

The second community in which we spent 5 days is the village of Tiinkias in the heart of the Ecuadorian rain-forest.  Here a small community of Achuar people – about 35 families I understand – get everything they need for their daily lives provided by the rain forest.  They have no ‘money’ or money equivalent.  Tiinkias lodge is a recent innovation to supplement their lives.  It offers visitors a chance to enjoy their community and learn about their cultural practices and activities in return for some money which they use to access medical services and education.  Success for the Achuar is defined as a happy, healthy family.  It was very informative to experience their productive, happy community.

I’m not saying we should all return to an agrarian life, what I am saying is that these people are clear about what success means to them and so can lead purposeful, fulfilling and happy lives knowing they’re achieving what they set out to do.  If we defined success clearly, saying no to ‘busyness’ for the sake of it, or even the next bigger TV would be easier and we would reduce the complications and stress we feel much of the time in our lives.

On returning home I notice the NZ Herald is reporting that 48% of NZ businesses believe the economic recovery will gain pace.  Which is good news – I believe we need a thriving economy.  Because thriving is part of my definition of success.  Thriving for me means I make a meaningful contribution, I can support my family to eat well, be healthy and enjoy a fulfilling life.  And my community is also thriving.  Thriving also includes an ethical dimension – I am not thriving at the expense of others.

In creating successful sustainable businesses the question it is important to answer for ourselves – particularly as the pace picks up again – is what does success look like and what is real wealth?    Is it our health? Is it our relationships? Is it money in the bank or owning our own home?  Is it financial security and our ability to enjoy our work and fellow workers, and have fun with our families?  It is certainly not accumulating lots of things – things don’t bring fulfilment or happiness.

And that’s a marketing challenge because the easiest way to sell something is to attach to it a thing or an emotion that people do want.  Sex is used to sell toothpaste these days!  A current ad for Coke uses the slogan “Open Happiness.” The promise is false, and all of us know it, yet we keep falling for the illusion. We can begin to free ourselves from that illusion by being clear on what success is, what happiness is for us.  My guess is that for most of us it includes many of the same things the San Clemente and Achuar communities are clear about —family, community, good health, good work, intellectual endeavour, no financial stress, experience of art and nature, service to others, a sense of purpose, even spiritual insight.

On the weekend I was speaking to a client I worked with between 2005 – 2007.  His business is thriving and he is enjoying life with his sons, building a new home and able to say no when asked to reduce his margins on the work he does.  In 2005 he clearly defined success as “We be proud, We be fun, We be profitable”.  These three simple statements have guided him clearly through the last couple of difficult years in business to stay proud of the work that leaves his premises, to ensure that everybody at work is having fun and also to say no when pressured to reduce his margins.  Finding great staff is easy, maintaining standards and deliver in on his promise to his customers is all systemised, life is uncomplicated. He told me that one of the most valuable things he got from working with me was the confidence to stand by his values and run his business aligned with them.

Over 95% of people I speak with identify with most of the things the San Clemente community have identified as being most important to them.  The question is of course how do we build our businesses to honour our dreams, our highest aspirations, our vision for our lives – those things we actually want that determine our real success? And then how do we measure this as a person, a business and as a country?

I’d love to hear your thoughts so please comment if you have a moment.

Be A Game Changer In Your Industry.

I had the idea for this article when doing some google analytics research thanks to my wonderful VA.  I was looking at keyword searches and saw that over 27,000 people in New Zealand searched the phrase “What is business coaching?”  Then I had a look at my website and I see that I sell ‘coaching’!  And that was the “aha – I’m selling something that people don’t even know what it is.”  (for my description of business coaching see below)

So Understanding Sales Part 2 is about finding out what your ideal client or customer really wants.

• Do they want a massage – or do they want how their body and mind feel when they have had a massage?
• Do they want a computer server – or do they want to have access to all their data whenever and wherever they want it?
• Do they want your legal services – or do they want to know that all the details of their conveyancing or a will or contracts are taken care of in the best way possible?

You get the idea.  Offer what they really want and package that up for them so they are saying ‘how do I buy? not what’s the price?’   Most of us ask the “what’s the price question” only because we don’t know what else to ask.  In the case of business coaching, what’s the price is a very frequent question and I can’t usually tell them that until I know what they actually want.

Hairdressers do this quite well.  They don’t sell 4 hours in a salon – they sell how you will look and feel when you come out.

Gyms have been on to this for years.  They don’t sell 100 hours on the treadmill and bench press.  They sell fitness, health, weight loss.  Another great example is Interface Carpets.  They have worked out that Corporations actually don’t want to buy carpet, they want the services that carpet delivers e.g. great looking floor covering, quiet thoroughfare surfaces, elegance etc.  Interface sell a carpet service.  This was a critical game changer for them in terms of their intention to be a truly sustainable business.  It gave them control over what happens to the carpet once the purchaser has no more need or use for it.  It has also given them a leading position in the market.

The question to ask is, “am I selling my process, my product or the end result the customer wants?”  Often we will pay more for what we really want.  I looked through local list listings and still see most plumbers, electricians, lawyers, jewellers, dentists, optometrists, computer service companies selling their product or the process. This is your chance to be unique and different and stand out from your competition.

Of course if you’d like some help working out the answer and then putting a marketing plan together – just ask bridget@creatingwhatmatters.co.nz.

What is Business Coaching?

“Business coaching helps owners of small and medium sized businesses with their sales, marketing, management, team building and so much more”  ” business coaching is about making improvements and changes so that you and your business perform at a much higher level, continually growing”.

Yes that’s business coaching 101.  A definition I prefer is “helping business owners build their dream business(es) enabling them, their employees and their families to have joyful, fulfilling lives”.

If you can dream it you can build it!

If you’ve got a better definition please send it to me bridget@creatingwhatmatters.co.nz.

Related articles: Understanding Sales (part one)

As a marketing strategist I am often asked that question – ‘how can I sell more of what we offer”.

And I can understand where the question comes from.  You’ve got a great product or service – you just want more people to buy it- please!

The better question to ask is – how does my ideal customer want to feel before, during, and after they’ve bought my product?

The reason this is a better question is answered by understanding that yes every customer is different, unique but there are some things that every person wants every time they make a purchase and no matter what they are buying.

Every business is different.  And every customer is an individual.  BUT every customer wants to feel the following – and these apply no matter what your business or how your customers find you including the web.

So before training your sales staff or creating a marketing plan use this checklist for your business and make a note of what each thing looks or feels like for your customers.

1. Convenience: How convenient is it to do business with you?
2. Choice: How many variations on your solution do you provide? variation can be in size, length of time, price, bonuses, extras etc.
3. Value: Customers always want more value.  How do you explain the value of your service or product so that customers see it as more than your competitors?
4. Customers always want to be treated as important.
5. Free information: Always more rather than less, but in a way that does not overload them.
6. To be treated in a professional, friendly and helpful manner
7. To feel important and acknowledged – immediately.
8. Different ways to pay.
9. Professional, organised and clean – no matter what your business or how ‘dirty’ your processes.
10. Want follow up: In a way that is not intrusive.
11. To be appreciated, recognised and rewarded.
12. Products and services that more than satisfy their expectations – exceed them.
13. Easy ways to learn about the features and benefits.
14. Convenient hours.
15. Reminded with promotions and follow-ups that make it easy for them.  If they’re happy with your products and services they will want more.
16. Enticing special offers and deals.
17. Ways to give feedback that are easy and anonymous.
18. Guarantees so they know they are not going to be ripped off.

And finally they want to know, like and trust you.  How you build trust

Related Articles: Understanding Sales (part two)

What does this mean for a business owner?  And how can you do it?

The dictionary definition of relevant is “bearing upon or connected with the matter in hand; pertinent: a relevant remark.” It’s all about what people need NOW in an ever changing world of tactics, strategies, and solutions.

The good news is, you don’t have to go into fear mode to address staying relevant. It’s an ongoing job of seeing where you are, where your prospects are, what the winds of change are blowing your way, and of course where your passion is directing you.

In business terms, you can break it down in a few ways.

1. OFFERS: Is what you’re offering solving an immediate and pressing problem your client faces? Are your offers matching their needs TODAY?

2. MARKETING: Are you awake and taking note of the trends?  Are you using the best tools to reach your ideal clients?

3. MESSAGE: Are you wording things in such a way that prospective clients stop, look, and swear you’re talking DIRECTLY to them?

4. NETWORK: Are you hanging with a relevant network? Are your connections connected to the right opportunities for you?

5. PERSPECTIVE: How are you keeping a perspective on all the changes swirling about? This might mean having a mentor in your life to help you see what you can’t see, following people who are on the cutting edge, or somehow being tuned into what’s shifting around you.

Important This isn’t about jumping on the latest fad or changing yourself in a way that doesn’t suit you. Relevance and Flightiness are not interchangeable! More often than not, it’s a simple tweak to one or more of the areas outlined above that can save your business and keep you on the map.

So where do you go from here?

This is what I do:

• I stay awake. Awake to what’s happening around me, awake to the bigger picture, always checking what I hear against a wider world view, awake to what’s bugging me in marketing, awake to what’s overused and overhyped. To me, that spells “go the opposite way” and I high tail it out of any party that’s feeling clone-ish.
• I never walk alone. Maybe you can operate in a vacuum, but not me. I need other professionals working at a high level to serve as sounding boards, trouble-shooters, idea machines. That’s why I mentor others, that’s why others mentor me.  Sometimes that means I put out messages that challenge the norm.
• I take risks. Entrepreneurs love taking risks and trying new things. Sometimes they pay off, sometimes they don’t. But business – and life – are a game.  we choose which rules we play by.
• I keep it fun. If it’s not fun, I won’t do it. I believe work should be fun, rewarding and fulfilling for everyone in the team not just me.  Maybe that means I throw out a shocking title every now and then, maybe it means I drop something I’m known for (bye bye social media consulting!) Find what makes it fun for you.

This month I’ve looked at an inspiring local business developed over 14 years that is profitable, employs a number of local people – and operates on eco friendly principles.  Jill Main New Zealand designs and makes beautiful quality products for our homes and our bodies.  I wanted to discover how being an eco-friendly producer affected her business so I asked Jill ….

Bridget:  You are proud to be an eco friendly producer.  Can you tell me what you mean by that?

Jill: We’re proud to produce product that creates a sense of wealth/value for the end receiver.  It’s likely to be used until it’s totally thread bare (I’ve often seen our bags in this state still being used by their loving owners!) or passed to a loved one before at worse it ends on Trademe! I’m particularly aware and sickened by the general publics lack of value of “things” these days with the advent of cheap imports and ever lowering standards of quality creating a disposable mentality.

Bridget: What do you do on a practical level that supports this your personal and business commitment to an ecofriendly footprint?

Jill:  Practically, we buy as many raw materials as possible from local suppliers (this isn’t easy as more and more manufacturers are going offshore). We rarely if ever discard any raw materials or seconds etc. There is always some use found. Even our smallest fabric swatches are donated to schools.

Every bit of paper is recycled within the business – using both sides of paper where printing is needed. Between a staff of seven we’re lucky to put out ½ to 1 rubbish sack per week and less than 1 blue bin of recyclables every 2 weeks. We’re very aware of our power useage and if offices aren’t in use, doors are closed to retain heat in smaller areas and lights are turned off in those spaces.

We use recycled boxes for our dispatch of product – for many years I used to scoot around filling my car from the bins behind the 4 Square, chemists and when the shops were putting out their old boxes – I haven’t done that for a while but now remembering that I’m thinking perhaps I should do it again – nothing like finding a good solid clean box for free!!!  For a number of years now we have reduced the packaging of our products and when we have used packaging it’s been either from recycled card/paper or we have made the packaging (never from plastic!) desirable enough and useable enough for the customer to hopefully hang on to and continue using – I personally have a huge passion for plants and trees and plant as many of these as I can afford to do (most of Jill Main NZ profits goes into this!!!)

Bridget: What do you want your customers to understand by eco-friendly?

Jill: I want our customers to understand that we do care and consider our methods and means of production. That we’re not producing for the sake of just making money. That we are considerate of our environment, our environmental practices and the future of this planet.

Bridget: Why is being an eco producer important?  And why is caring for our planet important?

Jill: It’s important to me to know that I’m doing my bit within my personal and business life to reduce the impact on our planet. I see cleared land with erosion where there was once native forest and this depresses me, that people continue to leave these areas with no regard for what that is doing to our environment, money being at the forefront of their mind. If I can someway do my bit to compensate for this kind of thing, I will. Our planet is a beautiful place and there are so many species that have already been made extinct or are on the danger of extinction lists and these seem to keep growing. Of course the ultimate is that like the Easter Islanders – Man could be the next threatened species!

An example for this is that particular customers are equally if not more aware and educated on sustainability and are not interested in product that doesn’t meet certain criteria for them eg what materials are used in the product, where it is sourced from, reduced packaging or what packaging materials are used.

Bridget: How has it helped your business?

Jill: A great “feel good” factor about our product and our customers sense of having chosen a product from a caring company.

Bridget: What about marketing messages?

Jill: Without a doubt. Our brand image is of a professional slick business – but we have a “make do” mentality with all our furnishings being bought second hand through auction houses years ago. And my personal philosophy’s have definitely rubbed off on the staff and they are very aware of wasteage, power useage etc It’s also made us inventive, creating product from “ends of lines” materials usually generating greater profits than if we were to buy new materials outright.

Bridget: Which costs have you been able to reduce?

Jill: When I am faced with a choice of a material that doesn’t meet desired sustainability practices but I love it just the same and can see potential sales from it – this creates a lot of procrastination!!! Otherwise I can do nothing but say
it’s a “win, win” – good for the business profile – good for the soul.

B.  Are there any downsides to this business philosophy?

Jill: We definitely have stores that do not buy product that has excessive packaging and question the source and composition of materials before they buy from us.

Every business can profit from taking a look at their operations and working out how they can be more resilient and profitable and good for the planet at the same time.

If you’d like to work out what would be the most beneficial place to start from your profit perspective and your customer’s perspective give me a call 09 4129485 or email bridget@creatingwhatmatters.co.nz.

To listen to an audio explaining the benefits of opting for a sustainable business strategy click here http://www.profitableteams.com/about-profitable-teams/bridget-marsh/

Becoming a sustainable business is a strategic decision…. When you choose to turn a blind eye to the benefits of becoming more sustainable you are putting your business at an immediate competitive disadvantage, and quite possibly setting yourself up as a target for regulation in the longer term. That’s because the larger players in the market are being required to take on some sustainability initiatives. This is happening through either NZ or overseas government regulation (e.g. Fonterra has been forced to look at sustainability because in Europe the food miles issue meant their products were questioned by consumers and the big supermarket chains) or consumer demand.

So what is a sustainable business? That’s the question that came up very often at the Sustainable City Showcase in November. There are a lot of definitions, some that focus on the environmental impact of a business or its ecological footprint. But I prefer to think of it very broadly.

A Sustainable Business is a business that:

• makes every decision as if it is going to be around for hundreds of years
• considers the impact of every decision on all parts of the system in which it operates which means it considers the impact on the health and well being of its owners, staff, its customers, and their children and children’s children. It considers where it will source its materials and whether that is a sustainable source. What the impact of taking those materials from there is – whether it is a local supplier or a village in the pacific.

• uses materials that are reusable and recyclable so no waste goes to landfill

• creates quality products and services so that the need to use resources making new products is limited

• creates real value for its owners, workers and communities

• recognises itself as part of the ecological system