Will my talents alone be enough to always make customers happy, bring in more and keep my business’ sales up?
I like David (not his real name) because he’s smart, passionate and a really talented tailor and designer.
Lately, he’s been making tailor-made clothes and alterations in a small studio at his house – to help raise some capital and build his brand.
Other than that, he’s cocky, doesn’t listen and definitely don’t like asking for help from anyone.
So, I was a bit surprised when he called me that morning asking for my help.
Well, I met him and before I could even take a seat in his small studio, he said:
“Please, I really need your help to make a promo for my business.”
Me: Who?… Me?… Why?
You told me business was good the last time we talked and that you were ‘Ok’.
David: Yeah, yeah, yeah, I did.
But I’ve been losing customers lately and my sales is drying up.
So, I want to do a promo to drum up some new customers.
Me: I’m sorry to hear that.
But what do you think is causing you to lose customers?
David: I’m not sure. Now, the promo….
Me: C’mon David. There’s always something.
David: Ok fine!
Well, lately I’ve noticed that customers are not that much excited about my business anymore.
They bring their business here when they feel like it and treat me like I’m some common tailor.
It like the beautiful things I make and do here aren’t enough. Even though I’m clearly more talented than any tailor around here.
Me: Yeah, that is tough. But I’m not surprised.
David: Seriously, Bro?
Me: Well, you’re making the same deadly mistakes many artisans like you make, when they become business owners.
David: What mistakes?
Me: Like you, many artisans also think that, their talents, equipment and shop is the business.
Which makes it quite hard for them to think and behave like a businessperson.
David: What does that mean?
Me: It means you should stop thinking that your technical skills or “talents” is the business.
“trying to sell your skills”
Offer your customers a solution instead of always trying to sell your skills.
There’s a whole lot more that goes into doing any business (in this case, a tailoring business) than just making beautiful things for people to use.
David: But isn’t my talents and my work the reason why customers come here?
Me: Not really.
David: Ok, why do customers come here then?
What do they need from me and my business other than my skills?
Me: Solutions. Customers buy solutions.
Not just your ability to make or repair something; or put together a collection of goods or whatever.
Sure, those things are important.
But, they are also not everything.
And definitely, not the only thing your customers expect from your business.
David: Huh? Oh, come on!
Me: Look, you’re talented. There’s no doubt about that.
Plus, right now, your customers value those skills.
But evidently, that’s not the only thing your customers care about.
Customers rather care more about how you serve them; in a way that satisfies their needs and expectations.
David: Like how?
Me: Well, I’m talking about your ability to consistently deliver on what they need or want:
- when they want it
- how they want it
- and at a price they’re willing to pay.
Your ability to do that, is what’ll separate you from the rest, get customers excited and keep them coming back.
“offer a solution”
David: So, what do I do now? How do I offer a solution?
Me: First, find your niche.
Right now, you’re trying to serve everyone; and working on every kind of clothing.
You need to stop that.
It’s a waste of time, money and your talents.
David: What?
Wouldn’t that rather get me less customers?
Me: Absolutely not.
It’ll rather allow you to focus your talents on the kind of clothing that you most enjoy working on.
A kind of clothing that brings you customers:
- you like dealing with
- who value your work and creations
- who’re willing to pay you handsomely
- who’re more profitable to work with.
David: Ok, that makes sense.
Is that all?
Me: Not yet.
You can’t offer a solution without first finding a problem that you can solve and always deliver.
So, aside your stylish designs and alterations, find out if your target customers also need or want anything specific in regards to what you do.
David: Things like what?
Me: Things that’ll make your customers say to you, “You make my life better.”
Things that’ll make them miss you, if you close your shop today.
Things like affordability, quick service, convenience, reliability, more value, et cetera.
Yeah, things like that.
David: I can do that… with your help?
Me: No problem.
David: So, no more putting my skills on sale then?
Me: No more.
David: Ok, I get what you’re saying.
But I still want to do the promo for now?
Me: Not yet, Bro. That’ll be for later.
Because you can’t do a successful promo unless you have something unique to offer.
And right now, you don’t!
David: Yeah, yeah, yeah, we’ll do all those things later.
But for now, I’m doing the promo with or without your help.
Me: Still?
Oh well, I think my work here is done.
Later Bro.
Two months later, David called.
Telling me he’s lost all his customers to some new tailor shop in his neighborhood.
Owned by some young lady who doesn’t even have any skills in designing or making clothes.
In David’s own words, “She’s just some banker and a businesswoman”.
Small To Sprout 