A few Sundays ago, while listening to Callan Rush’s webinar, I was struck by her insistence on doing business in the educational model. I used to avoid listening to her and her partners’ video presentations, partly because I had already done so with so many, they were all a blur. This webinar struck a chord with me because the premise of it was to get business people to reevaluate the way they interact with their world. This is a principle that is very key to my practice and it was wonderful to find it was even more powerful than I thought. Over 3 decades of working with people with the strong belief that to get where you want to go, you have to bring your team up with you. Understand that your team doesn’t just include your employees and partners, it also includes your customers. Also understand that bringing them up with you requires sharing the wealth of education you gathered with your experience.
Consider this fact: Customers buy our products and services as those relate to them. They (the customers) do not really care about the products, what they care about is how the products helps and affects them. If you believe this, then you also have to understand that the majority of information you produce for marketing purpose cannot be just about you or your products. It has to be designed around fulfilling your customers’ needs and interests, to help them build a trusted and emotional connection with our brands.
I always think of the old adage “You give a poor man a fish and you feed him for a day. You teach him to fish and you give him an occupation that will feed him for a lifetime“, when I explain the importance of educational business. Supplying someone with a product he needs today will satisfy him but cannot guarantee his return. However, if you take the time to build a relationship with your customers by giving them some wealth of knowledge on how to better themselves with or without using your products, you can be sure that they will be back for more. If the first time you talked to them, the solution turned out to be recommending another seller for their specific need, you would have accomplished several things:
- Learned that there’s a need that your product has yet to fill. The interaction with your customer gives you an insight on what’s missing with your product and how to fill that void.
- Created a bond with your customer. When you help someone, they’re bound to feel grateful. The next time something that your product can cover comes up, you can be sure they will look you up first.
- Created a connection with another seller. You recommended another seller to your client and lost the sale this time. However, you have again helped someone else who will likely return the favor with his clientèle.
- Created a reliance. You had the answer to the customer’s problem, you’ve now become a source of knowledge for him.
Several companies have adopted the educational business marketing angle. At E. Quinn Consulting, the first thing I tell a new hire is that we are not business people, we are educators. At the end of the day, our content needs to help us sell more, lower expenses, or create happier customers. Our customers know this, and our content marketing strategies are built around achieving these goals. But the more we educate them or entertain them, the less they mind being sold to. Our goal is to be successful by helping others be successful. That to me, is more satisfying than anything else in this business.
Learn From What I Missed
“I did then what I knew how to do. Now that I know better, I do better.”
― Maya Angelou
With over 35 years of championing for small businesses in 4 different industries under my belt, I now share the experiences from what I missed and learned all these years in my new workbook: WHAT I MISSED: Business Action Guide.
My team and I are always looking for new ways to help assist startups and struggling small business owners at a low cost to them. I strongly believe that we’ve accomplished it with our Business Action Guide. This guide is designed with you in mind, to get you reinvigorated about your business by providing proven steps to get solutions in your operations.
Our new Business Action Guide to get you accelerated and excited about making the changes that seems impossible to overcome.
It is packed with resources to get you answers right now about your daily business complications.
For less than the cost of 30 days of your favorite Starbucks Frappuccino, you get:
- Our Guide
- Free access to our weekly Teleclasses
- A free copy of What I Missed: 12 Lessons on Life and Business
- Great discounts on getting access to our web resources to get you exposed online and winning more customers
- Much much more!