What Need Do You Fill?

The sole reason a business exists is because it meets a human need. ~Harvey Firestone

I saw this quote over the weekend and it got me to thinking, again, about what human need a box of cookies fulfills. Yes, we’ve been over this before. That Gratitude Cookies are not so much about the cookie part and much more about the concept of gratitude.

Is feeling gratitude an actual need? It’s not specifically on Abraham Maslow’s Hierarchy of Needs, but friendship, giving and receiving love, and recognition are on his chart. Feeling connected to others is certainly a human need. And expressing appreciation is one important way to connect.

Keith Ferrazzi was on Good Morning America today, promoting his new book “Who’s Got Your Back” and his 16-city road show. He said that 75% of Americans don’t feel that someone’s got their back; not even married couples. Wow, that’s a lot of disconnected people. Furthermore, he says that the most important thing you can do to succeed is to build deep and trusting relationships.

So then, if you could create stronger connections in your personal or profession life and satisfy that need in yourself and for others, why wouldn’t you? You have a great opportunity here! No matter what other human need your business exists to fulfill, you can improve your business by addressing this one of connection and recognition through gratitude.

Some Customers Are More Equal Than Others

A friend recommended I speak with his college roommate, Sam*, about how Sam’s company handles customer appreciation. By all outside perceptions, Sam’s company fell exactly within the demographics of an ideal Zen Rabbit client.

But after just a couple of minutes on the phone, it was clear that Sam is currently working in contraction and fear mode, you know, because of the economy. Futhermore, Sam didn’t seem to understand the lifetime value of his clients.

I pointed out to him that even though he said he has thousands of clients, he’s likely getting 80% of his business from 20% of them. He agreed. Then I mentioned that he should be focusing his efforts on keeping those 20% really happy. That’s where he got a little fuzzy. Even though he “knows that,” he still wants to keep ALL his clients happy and not play favorites.

Hey, I can understand wanting to keep everyone happy, but like in the classic book “Animal Farm,” some customers are more equal than others. That’s just how it is. Some clients are more valuable than others. And you would do well to focus on and cater more to those 20% who bring you the most valuable business.

Sam admitted that he does not have a plan for consistently showing appreciation for his best customers. But he doesn’t quite believe that it would be worth the effort. I got the impression that he prefers to “fly by the seat of his pants” in that regard. It depends on whether there is money left over for it at the end of the month. It’s an afterthought.

But what if Sam DID believe in the power of saying thank you to his clients? What could his business look like then? I know for sure that his company would be a lot stronger, that he wouldn’t be so afraid of what’s going on in “the economy.” That he wouldn’t have to compete on price. Too bad Sam’s not ready for that message yet. Are you?

*names have been changed to protect friendships.

Quick Change in Perspective

I just left Starbucks, where I was to meet with a new business contact. In South Florida, there seems to always be a traffic delay somewhere, so I usually give people 10 minutes before I call to find out where they are. Coming up on the 9-1/2 minute mark, my phone rang. It was the person I was to meet and she asked if I was there. I knew right away she was going to say she wasn’t coming; I was mentally preparing for some kind of lame excuse, since that’s what usually comes next.

I was not prepared for her to say her dad died on Sunday and she’s in Chicago. Immediately my perspective changed from “doesn’t this person respect my time” to “holy cow, don’t even worry about not meeting with me you have so many more important things to do”! I’m surprised and grateful she even thought to call me – she said she doesn’t know why our meeting just popped into her head right then.

One of my mentors told me a story years ago, about some rowdy kids on the subway early one morning. The man riding with them was doing nothing to control their behavior and a fellow rider was becoming increasingly annoyed. After a while, the fellow rider finally caught the man’s attention. The man quickly apologized for his children’s activity and explained that they’d all spent the night at the hospital where their mother had just died. The kids were full of anxious, fidgety energy.

Talk about a turnaround in perspective.

It only takes an instant to change your perspective. So whether it’s from annoyance to compassion or from frustration to gratitude, see if you can find what serves your higher good in every situation.