For the past 25 years, I’ve done it wrong. Thankfully I heard an expert talk about service and I’m going to course correct my small business focus starting today.
12 years ago, I started using a CRM (Customer Relationship Management system) to efficiently combine all client data in one place. Their contact info, calendar, tasks, documents and the process lives in the cloud and is easily accessible.
One of the aspects that I love about my job as a cinematographer and photographer is that I’m often in interesting places that are not accessible to everyone. I had the same honor last week, although I did not know that this video shoot would have such a profound impact on my business.
It started out simple enough, I got hired as a Director of Photography to oversee the filming of a leadership conference for a local medical company. It’s always fun to work with a group of skilled operators, and the company itself was fascinating, but it was the keynote that hit me between the eyes.
The speaker was former Ritz-Carlton President Horst Schulze, who is known for creating hotels with impeccable service and customer loyalty. If you haven’t heard about Mr. Schulze and you run a service company (like I do), you need to check out what he’s accomplished at Ritz-Carlton and now is doing at the Capella Hotel Group.
Schulze says “Great companies do four things: They keep their current customers, they find new ones, hopefully through the recommendation of existing customers, they make as much money as they can, and they are efficient.”
OK, granted it’s not rocket science, but this CEO is vehemently fixated on service. And that’s where I had my epiphany. I haphazardly focus on these 4 core principles as well:
- Find new clients
- Make money
- Be efficient
- Keep current clients
Did you catch the mistake I’m making? It’s subtle – read the two lists again and see if you can spot it. Don’t feel bad if you can’t – I’ve done it wrong for a quarter century.
Let me walk through the four things every great company does
1. Find new clients
I’m good at that. Number one on page one in the organic search on Google for years. Many of my new customers find me online. Others find me through the local creative community, events and workshops I put on, etc. (Here’s how I get clients).
2. Make money
Last year was my best year that my business ever had. This year is on that track as well. I keep my overhead low and run a tight ship when it comes to the business framework I need to produce visual content.
3. Be efficient
Check. From the integration of my website and my CRM to automation of my business processes, efficiency and productivity are the names of the game. Not wasting resources in the creation of the video and photography productions I work on, goes right back into #2.
For crying out loud, I’m the guy that takes a picture of a Post-It note and have it create a bunch of digital assets as if by magic.
4. Keep current clients
The majority of my client love the final product I create for them. The secret is simple: under promise and over deliver. Charge a fair price. Come in on budget and on time. And give something unexpected. Check out this video testimonial from Armpocket – a local company who found me online:
Here’s what I’m doing wrong with regards to service:
It’s so simple (actually that’s another quote from Horst Schulze) I have all the parts right.
- New customers – I’m a marketing and branding machine. I spend most of my non-shooting time on this.
- Money – can’t complain here.
- Efficiency – people actually ask me to teach them about efficiency.
- Current customers – they walk away really happy.
But I’ve gotten it backward and that’s where listening to Horst Schulze by accident, made all the difference in my world. Here’s the way he sees these priorities:
He puts current costumers first (and probably second, third, fourth and fifth). Schulze is fanatic when it comes to serving his current customers. He says that service begins with the correct greeting, then it’s complying to your customer’s wishes and does not end until you say farewell. Where do I have my current clients? Dead last. Please don’t misunderstand me, I don’t ignore my current clients, and I have many that do repeat business with me, but I can learn a lot from the gentleman who builds the most luxurious hotel brand in the world. I’m just often taking them for granted (If you’re one of my current clients, let me say this: “I’m sorry for not putting you first and I promise you that I will do better. Starting now.)
Then I’m focused on making money – granted an incredibly important part of any business, since without running a profitable company, you’re gonna be out of business. What Schulze’s second focus? New clients. More accurately making your current customers so fiercely loyal, that his current customers will recommend his hotels to new customers.
Money is Mr. Schulze’s third point, which makes sense since your clients are the people who are paying you for, your service. Naturally, they should come before the money portion. However, he takes it a (big) step further. The former CEO of Ritz-Carlton said:
“Make as much money as you can. People see it as a contradiction between being a caring organization with integrity and making money. That’s ludicrous. Why should that be a contradiction? I wouldn’t be able to be that company that cares and has integrity if I wouldn’t make any profit. The two go together.“
So often I see creative professionals and small business owners, who have no idea of what they need to charge to run a profitable shop, because they don’t know the cost of doing business.
Last but not least comes efficiency. That’s the framework you need to run a prosperous business. Efficiency is the ability to create a product or provide a service, without wasting your resources. Being the freelance that talks a lot about how he uses efficiency, I am currently revamping my business system.
The way I was serving my business
I have followed the workflow that my CRM has in place: people find me online (searchers), they find my website, like my work and contact me (leads). We start talking about the potential collaborations (opportunities), I get hired to do the job and deliver my videos and/or photos to my clients (deliverables). If you read my blog post on Post-It notes, you know that pink notes are leads, yellow notes are opportunities, green notes are jobs and blue notes are my deliverables.
Here’s where that system is going to shift to:
The way I will offer service to my customers starting today
My primary focus will swing to serving my current clients, becoming the main focus of my business and pushing the current focus of generating new customers into second place. I love leads, really I get a kick out of the notifications I get on my phone, that let me know someone new has just filled out my contact form, but I need to realign my strategy with making my current clients the heroes of my company. Fortunately, Mr. Schulze spoke about the way to make your current clients fiercely loyal. He says it’s really easy, and if you do this one little thing, you own your industry.
All you have to do is to care a little more than the other guys.