Buyers are always seeking easy solutions – it’s human nature. And businesses often succeed by offering solutions that are simple.
It’s not uncommon to consider easy and simple to be one in the same.
However, when it comes to producing results for your customers, there can be a world of difference between the two.
Easy Works Only if You Are Honest
The classic example of being an easy choice for your prospects is to offer a lower price. Unfortunately, this is a tactic that is easily matched, and one that leads to a downward spiral, one in which the quality or breadth of service has to be compromised. Otherwise, you are out of business.
It’s easy to give your customers what they want, but you cannot compromise your integrity by not giving them what they truly need.
It’s also easy to tell your customers what they want to hear, but doing so is to devalue your expertise. How many times in your business have you achieved something remarkable with little effort? Exactly, and that holds true for your customers or clients.
You can be easy to work with, but that requires more work on your part – more research, planning, and better execution.
You can build a better business model by being easy to work with – but you also have to be honest with yourself and your customer about what cannot and should not be compromised to accomplish their objectives.
Simplicity is What Your Customers Want
Steve Jobs was fond of using an expression to describe Apple’s products – “It just works!”
Apple became the most profitable company in the world by sweating the details of function and design to create technology products that simply work.
Is that possible in your business? Maybe, but only after establishing practices that are the result of trial and error – work that is necessary to find the best methods and practices that are right for your business.
If your business is like mine, you have to deal with competitors that promise the easy solution to just set it and forget it and everything will work out fine. Educated consumers know that is fantasy.
Your job and mine is to help them understand.
If you are a content creator you are probably familiar with the following statement by Blaise Pascal (often attributed to Mark Twain): I would have written a shorter letter, but I did not have the time.
It takes time and effort to create a concise and complete message. And it’s the same with virtually every other business endeavor.
Work at seeking simplicity and you will build a successful business or practice.
It’s easy if you are prepared to do the work. As others have said, “It has taken me 25 years to become an overnight success.”
Go easy, but do the work.
It’s a simple process.
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Until next time, Jeff
