Thinking Beyond Your Next Big Launch
By: Karen Pattock
Have you ever noticed that many of the so-called big ‘coaching gurus’ appear regularly in your email inbox only when they’re ready for their next big launch, then they disappear for months until it’s time for their next launch? This model of doing business is significantly flawed for many reasons but the biggest reason is because it doesn’t place any value on client relationship.
Have you noticed that we are living in a world that is connected globally 24×7 through social media? There isn’t much that happens anywhere on the planet that isn’t reported within minutes on Facebook or Twitter. Not only are the television networks reporting and commenting through social media, we now have a situation where anyone with a smartphone can post a video or tweet something within seconds of the event. It’s through the constant connection of social media that global relationships are being hatched and nurtured daily.
Last spring a nearby city was hit by a devastating tornado that did horrific damage to homes and businesses. The tornado touched down around 5:00pm and was on the ground for approximately 20 minutes. It was a slow moving storm, which allowed for anyone in its path to capture lots of pictures and videos. Literally, within minutes of this terrifying event residents of that community were posting pictures on Facebook and videos on YouTube. They were reporting long before any of our local news stations could even arrive on the scene. The support for this community was pouring in immediately because of the reach of social media and the relationships that were previously in place at the time.
One of the things that I am passionate about in my business is building relationship with my followers. Whether you are connecting with me through my email list, Facebook, Twitter, YouTube or LinkedIn, I make it a priority every day to answer your questions and respond to your comments. In my experience a two-way conversation builds connection and relationship, which is fundamental to a successful business.
It’s common for the ‘coaching gurus’ I mentioned before to try to distract you by spouting huge sales figures as a method of proving their value. They tell you that they’ve sold tens of thousands or even hundreds of thousands of dollars in products or services during their last launch and now they’re here to do it all over again. Have you ever wondered what they aren’t telling you?
I’m positive that the one number they aren’t readily sharing is the thousands of dollars they needed to refund because their customers weren’t satisfied with their purchase. It’s not surprising there would be a certain amount of disappointment though when they’re building their business on a “Hit & Run Technique”. This business model is exhausting because it is based on a big product launch followed by no interaction for six months then another big product launch. It requires you to rebuild your connection and relationship each time you’re ready to launch a new product.
It’s my belief that you and your business are designed for more than that type of business building model. There are three important tips to relationship building that puts value on regular customer connection.
Tip #1: A regular routine of daily posts on the social media platforms you are currently using. Your posts should inspire, share valuable information, ask questions, give support and provide links to products and services. Each post should not be selling, selling, selling in one way or another. Yuck! Building connection means that you care about what is going on with those that are following you. Are they having a bad day and need a vote of confidence? Will they find the most up-to-date information that you are sharing helpful? Do they just want to tell you what they are making for dinner that day? It’s not so much what each post says that matters; it’s the feeling they get while they are interacting with you that begins the bonding process. When they walk away feeling good, even better than when they arrived, you know you are building a long-term relationship that is mutually beneficial.
Tip #2: Respond quickly and regularly when one of your followers comments on your post. Have you ever commented on a post and waited for a response but one never came? Have you waited patiently wondering if your comment was ever read? I know I have. It’s frustrating when a response never comes. The relationship you are building with your followers is the most important part of your business. It is the foundational element that sets the stage for the culture of the community you are growing. Don’t use a “hit & run” approach to any part of your business. If you are too busy to respond to a comment then you may want to rethink being a business owner.
Tip #3: Share from your heart. Whether you are sending out your latest newsletter or posting on social media, one of the most impactful things you can do is share from your heart. This should be one of the easiest things you’ll ever do in your business. Share your thoughts and experiences as if you were talking to a good friend across the kitchen table over a cup of tea. Being real and authentic builds your connection more quickly and will result in thousands of loyal followers.
As entrepreneurs and business owners we are constantly being bombarded with information from the big ‘coaching gurus’ telling us about their next unbelievable product launch. When you receive their information I encourage you to ask yourself a few questions.
- Does this person have my best interest at heart or do they only want to sell their product?
- What type of follow up support will be available to me if I purchase this product or service?
- Is this person always sharing thoughts, comments and support with me through various channels of communication or will he/she disappear for the next six months until their next product is ready to be launched?
These three questions are the same questions you should be asking yourself on a daily basis as you are building your business. View this information not only from the purchaser’s point of view but also as a business owner selling a product. It is only through this type of analysis that you will build a business that is authentic and genuinely cares for your clients. When your clients know you are going to be there for them and that you truly care you will have the most loyal followers any business owner could ever imagine.
I believe in you and your business. I hope you found this article beneficial. Please comment below if this article inspired you to build bigger and better relationships with your followers.