Category Archives: Uncategorised

How Short Term Thinking Can Cost You a Lot of Money in the Long Term

Now, expectations these days of customer service are really high.

So, when it isn’t delivered, it just seems even more shocking.

My partner had a brand-new Mercedes Benz GLC delivered not long ago, after the delivery guy had gone, she noticed that the rear badge on the tailgate didn’t fit properly.

I saw it the next day, and I thought it was odd, mentioned it to her and she said that she’d seen it the day before.

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What It Takes To Be Successful…

Climb Without The RopeLast night I sat down and watched The Dark Knight Rises, the third and final film in the Batman Trilogy.

Those of you who have seen the film will know that in it there is a dark prison, located way beneath the Earth’s surface and its inmates face the ultimate cruelty: impossible hope.

There’s a tall tower carved out of the rock, rising many storeys to the surface and the blue sky is visible when you stand at the bottom of this tower and look straight up.

Prisoners are free to attempt to climb out and do so from time to time, with a rope tied around their waist to catch them should they fall.

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The Importance of Responding to Changing Markets

Let’s be honest. Sometimes as business owners we can get a bit comfortable with the current status quo and not responding to changing marketsreally pay attention to changing trends, new technology, updated legislation and a whole host of other things that are potential opportunities or challenges.

Take Webber Carburettors as an example. In my late teens I owned a Mark 1 Escort (I loved that car!) and the company was extremely well-known, and were *the* leading performance carburettor manufacturers.

So, of course, practically every young male including me wanted one of its kits on their car. However, following a hugely successful period for the business, the market began evolving. Technology and stricter emission requirements meant carburettors were unable to compete, and were replaced by fuel injectors.

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Principle Number Two To Getting Better Results

LikingGetting people to like you is another way of building relationships, the activators for liking are similarity, praise and cooperation.

There’s a story about a large US company who were acquiring a lot of the businesses through purchase, this required the CEO of the company to negotiate with the owners of the companies he was buying. The chairman of the CEO thought that the negotiation processes were taking a bit long and suspected that the CEO was the issue.

Robert Cialdini was called in by the chairman to see if he could do anything to speed up the process, Cialdini watched some videos of the CEO in the negotiation process.It became apparent that he was a bit aloof and not very engaging with the person he was buying the business from.

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Its Not How You Get Customers, It’s The Why That Counts

How You Get Customers

There’s a brilliant TED, that really covers how you get customers, by Simon Sinek called “Why Great Leaders How you get customersInspire Action”. If you’ve never seen TED it’s a great resource of snappy 18 minute or so talks about pretty much any inspiring and educational topics you can think of. Their tag line is “ideas worth spreading” and it’s definitely worth a look, no matter what your interests are. Anyway, we’re going to cover in a later chapter the importance of your clinic’s vision, mission, and culture, but understanding these things along with why you’re in business can have a huge impact on your marketing.

Knowing Your Why is How You Get Customers

In Simon’s talk he talks about the Golden Circle in which you have three concentric circles, the centre, the middle and the outside. On the outside you have ‘what you do’, in the middle ‘how you do it’, and finally ‘why you do it’ in the inner circle which is your core purpose or belief as a business. Simon explained that all really inspired companies work from the inside out, rather than the traditional model where they work from the outside in, and he gave Apple as a great example.

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