Sep 22 2011
Big Time In
My first employee review in my first real job accused me of not liking or tending to detail. Decades later, I still don’t like it or tend to it, except as absolutely required by clients, the IRS, or a book manuscript or marketing program that demands it. And even then, I still don’t like it.
After all, how can creative spirit flow freely
with “detail anchors” weighing it down?
And, it seems when I look back, that entrepreneurs and small business owners of every conceivable description, similarly hate having to deal with detail. Yet, meticulous attention to detail is what often makes a small business become a big business. At every level: finance and operations as well as marketing and sales.
By listening carefully (vs. just hearing) to what customers and prospects say they REALLY want, you engage yourself in the world of providing detail, and the better you do at it, the better you will invariably do at not just servicing, but delighting each person and entity that you confront.
Detail –except in word choices and design applications– is not generally an area that commands great attention from those who provide creative services.
Attention to detail is most typically the milieu of those who provide accounting and legal services, intricate products, operational equipment, and safety-oriented products.
This doesn’t mean you need to be a bean counter, brain surgeon or rocket ship c0mponent manufacturer to justify the need for attention to detail. In fact, the further away from these “expected” areas of business a customer or prospect encounters what you have to offer, the more likely you are to have positive impression opportunities.
Why? Because most people don’t expect a roofer or plumber, or dog groomer, graphic illustrator, a self-proclaimed SEO or social media “expert,” or shoelace salesman, to be able to support product and service claims with hard evidence and factual findings –details– that boost and solidify the sales message.
Details are what drive home the emotionally-triggered sale by providing the objective, factual, unemotional supportive features that purchasers use to justify their decisions to themselves, their spouses, their boss’s, their partners, their associates, employees, shareholders.
Details may not always be fun. But –in every sale, they prevail! Do you? Are you supporting claims with facts? Attention to detail means attention to customers and prospects . . . a practice you can never go wrong with!
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