~by Donya Zimmerman~

The most important aspect of a small business is its brand. The brand will often determine whether or not customers will purchase anything from the business. The business’s brand is what the customer trusts and believes in. A customer will not buy products or services from a brand they do not believe in or trust. 
As a small business owner, you must understand your business brand – and own that brand.

No one will be buy anything from you if they don’t trust you. You must listen to your customer, and understand their inner thoughts and feelings. You cannot “sale” to customers. You must “talk” to them. You must “listen” to the customer. If you want the right customers’ attention, you have to be trustworthy, and you have to show compassion and understanding. As the Bible states in 1 Cor. 10:33, “Even as I please all men in all things, not seeking mine own profit, but the profit of many, that they may be saved”. You must understand the needs of your customers and what problems they want to solve.

The customer must know the benefits of your products or services and how it meets their specific needs. You won’t get anywhere by doing “sales pitches”; customers are not impressed by that. The customer must feel that you understand their needs, and that the services offered can meet those needs.

Arthur Ward wrote, “Blessed is he who has learned to admire but not envy, to follow but not to imitate, to praise but not flatter, and to lead but not to manipulate”. You cannot get customers to buy your products or services based on charisma alone.

Customers will only buy items from businesses who have the following qualities:

• Good character

• Integrity

• Trustworthiness

• Customer oriented

Before making a major purchase, a customer will likely ask themselves, “How can this product or service benefit me?”. They will ask, “Can I trust the individual who is selling the product or service?”. An example of a business with great customer service is Walmart. They guarantee low prices and price match, and they sell good quality products at reasonable prices. Customers are loyal to stores like Walmart because those stores put the customer above everything else. Also, Walmart clearly knows their brand: they will “match any price and guarantee the lowest prices”.

As a small business owner, remember this motto, “It is about the customer and not about you”. The customer needs to feel that they are heard, appreciated and cared for. If the customer cannot trust your brand, they will not buy products or services from you. Keep the customer in mind when delivering your 30 second sales pitch. Remember the customer must trust and believe in the business’s brand.

Meet the Author: Donya Zimmerman

What You Need to Know About Your Business’s Brand 1Donya Zimmerman is a business consultant, mediator, and legal professional with over ten years of experience. Donya is also a public speaker and aspiring author. 

She is owner of Family & Community Mediation and Business Consulting (FACMBC) and Powerful Biz Woman (subsidiary of FACMBC), both of which are based in Baltimore, MD.

Services provided by FACMBC: Mediation and Conflict Resolution Services; Business Registration Assistance; Business Plan Drafting Assistance; Business Certification Assistance; and Business Organization Assistance. 

If you are thinking about starting your own small business or non-profit organization, do not hesitate to contact me because I can show you how to do so.

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