Want to Run a Successful Business? Be There for Your Customers

#151812192 / gettyimages.com

Just this weekend, the girlfriend and I were discussing where we wanted to go for dinner. We had a pleasant day out and about, and wanted to close it out with a nice big meal.

Problem – it was about 10:30pm.

I figured we could go to a local bar – part of a chain of bars – and grab a nice meal. Bars are open late, especially on a Saturday night. It’s date night – Saturday night.

I called the bar to double check.

“Sorry, the kitchen is already closing, but we’re open for another hour,” said the voice on the phone.

What? Closing before last call? Last call here is not until 1:30am.

We called around to a bunch of places, bars, restaurants – most were already closed, or closing.

Finally, we ended up going to Pizza Hut. Pizza places are always open.

Not the most romantic dinner for two, but still a very enjoyable experience. Good food, prompt service, and they were there when we needed them.

Perhaps it is the never-ending recession we’ve been in, but I remember a time when restaurants and bars were open late on Friday and Saturday nights, because those were the night's people went out.

All the places we called previously lost our business, simply because they weren’t open.

#157207951 / gettyimages.com

Want to run a successful business, here’s a tip – be there for your customers.

It’s not rocket science, just be there when your customers are most likely to be looking for you.

This goes for ALL companies, big and small alike. You don’t have to be on call 24-seven, just be there when your customers are most likely to be.

That’s it.

Nothing complex.

No fancy, deep thinking, mind blowing strategy.

Just be open for business when your customers are in need of your services.

You’d think bars, restaurants and clubs would be open until the wee hours of the morning on Friday and Saturday nights.

#184370086 / gettyimages.com

When I was a kid in university, Thursday night was bar night – and nothing ever closed until last call.

I'd like to think I'm not THAT old, and times haven't changed that much that people don't go out anymore.

And it's not like we were in a third-world country, or living in the back woods of a small town either.

My girlfriend and I were shocked and bewildered by the lack of places to grab a nice meal and some drinks in one of the largest and most cosmopolitan cities of the world – Toronto.

Toronto, is like New York -- only smaller, cleaner and safer. 

No, it wasn’t busy in the Pizza Hut. But it wasn’t deathly quiet either – there were a couple of young families with their kids, some teenagers, and us.

#85431508 / gettyimages.com

When you’re in business, any business is good business.

So it pays to be there for your customers.

Sure, have a skeleton staff, close off a section, or even tell customers that you might take a little longer to get something done, because it’s late.

That’s fine – we’ll understand.

Just don’t leave us stranded with nowhere to go.

That’s far worse customer service than not being there at all.

Because if you want to run a successful business, you have to be there for your customers.

Passion Needs a Hungry Audience

The other day, someone asked me: "So Jordan, how do you turn your passions into profits?"

They were referring to one of my self-branding taglines used in social media, which says that I turn my passions into profits, and then asks what's your passion?

Then I heard someone describe just that, on one of the many podcasts I listen to -- passion needs a hungry audience.

People are passionate about coffee.

We're often told to follow our passions, and the rest will come.

That is true, so long there is a need for that passion, and a history of people paying for the fulfillment of that need.

Some people are passionate about coffee, so much so they call themselves coffee connoisseurs. And it doesn't hurt that the active ingredient in coffee -- caffeine -- is highly addictive too.

Ask any self-proclaimed coffee connoisseur, and they will boast how they aren't addicted to the brown brew, they love the various tastes and smells -- or pardon me -- I mean aromas -- as they like to say.

Regardless of whether these coffee connoisseurs are addicted or not, they are so passionate about coffee, they are willing to pay for it -- big time. 

Coffee beans are grown in over 70 countries, and it is one of the most traded agricultural commodities in the world. Over $4 USD billion was spent last year importing coffee into the United States, to serve the 100 million daily coffee drinkers of that country. It's estimated that over $18 USD billion was spent by Americans alone, just on speciality coffees -- lattes, cappuccinos and mochas.

Clearly, coffee connoisseurs are passionate, hungry and willing to pay to feed that passionate hunger.

Coffee art -- don't know if it makes it taste better
but it sure is pretty.

Coffee shops are turning passions into profits -- and one would hope that those who own those shops are just as passionate about their products as their customers.

Because that's part of the equation too. If you aren't passionate about whatever it is you are peddling to the world, those who are will quickly catch on, and you'll lose customers.

Pretty faces must
be passionate about
what they sell,
or they'll cost
you money.

When I was at the Business Franchise and Investment Expo a few weeks ago, I talked to many people trying to sell me on becoming one of their franchisees. A well known fast food restaurant chain had these gorgeous women, handing out brochures to lure in potential franchisees. Whenever someone stops me with paper, I always ask questions -- I'm just weird that way I suppose.

The young lady simply flung her long hair back and said: "I dunno, ask him," as she pointed to her "pimp," -- the company had hired a bunch of models which weren't passionate about the product, the company or anything else other than getting paid, from what I could tell.

I politely thanked the young lady, and kept walking. 

And it wasn't because fast food isn't nearly as addictive as coffee. You don't have to have an addictive product to guarantee profits.

People are passionate about their pets. There are almost 75 million dog owners -- and 88 million cat owners -- in the United States. These pet owners on average spend between $150 to $250 USD annually on vet bills. Last year, American's spent over $53 billion on their pets -- healthcare, food, and yes, even pet clothing and accessories.

People passionate about pets are a hungry audience, and have a history of spending to feed that hunger.

Cute puppies decked out for a stroll.

Just that model wasn't passionate about what she was representing.

Passion needs a hungry audience -- and those feeding that passion must have it too. Passion is just as contagious as a lack of passion is.

And if you are passionate about something which people are willing to pay for to feed their own passions, that's how you turn passions into profits.

So, what are you passionate about?

On the Entrepreneurial Journey -- Choose Your Advisors Carefully

Billy Mays, one of the most popular
TV Pitchmen ever.

I was at the Business, Franchise and Investment Expo in Toronto this weekend, at the Canadian National Exhibition grounds.

It's a two-day affair, where franchises hunt for franchisees, and business people can network and possibly gain some valuable tips and tricks towards success.

What I was interested in were some of the over 40 workshops on entrepreneurship, running and managing a business, even on investments and investment opportunities.

I wasn't there to become a slave to a franchised company. Not everyone is capable of grabbing the bull by the proverbial horns and being completely 110 percent their own boss, I get that. However, being a franchisee isn't for me.

When we first walked into the expo, a sign right at the entrance boldly warned people that selling anything was prohibited at the show. Violation would get you kicked out.

I didn't think anything of it at the time -- I was there for information, not a sales pitch.

What I got, although inspiring and even entertaining, were pure sales pitches.

The first workshop I sat in on was titled: "Learn What Every Small Business Owner Should Know About Marketing on a Zero Budget."

Marketing on a zero budget? Marketing is one of the key expendables of any business period. If no one knows you exist, you don't. So I was curious and went to the workshop, hosted by one of the keynote speakers of the show, Paul Tobey.

Tobey told a very inspiring story about hitting rock bottom, when he was so broke he couldn't even give a handful of change to a boy scout selling apples.

He then went on to describe how that experience changed his life, and he's since made it his mission to help others achieve the great fiscal success he says he has.

Then he offered to speak with 10 people -- and 10 people only -- for a brief amount of time at the show, for free!

Imagine, being able to talk with someone about their success and how they may be able to help you for free.

Reminds me of when comedian turned actor, Robin Williams was in Toronto a while back, and you could purchase a five minute one-on-one session with him after the stand-up show for $500. That's $100 per minute for you mathematically challenged-types, just to say hello, maybe introduce yourself and hear him do some of his uncanny impersonations, and hilarious jokes.

Although Tobey says he wasn't selling anything, he was the consummate pitchman. Show how green the grass is on the other side, and tell people how it could be theirs -- for a price.

In Tobey's case, he was selling tickets to another event where motivational speakers such as himself, were going to be. Naturally they were offering these "limited quantity" tickets at a special show price -- buy one get one free.

Would you buy a car from this man?

I still don't know how to market my business without any dollars -- that too me just sounds like poor budgeting.

Later, another workshop caught my eye -- "10 Keys to Taking Your Business Over $1 Million," hosted by Doug Vermeeren.

Vermeeren is another amazingly inspirational speaker, talking about his rags to riches story, and he handed out lots of free books and CDs which continued his inspirational message.

But at the end of his talk, he handed out carbon-forms to subscribe to his inspirational service -- but don't worry, your first month was free -- even though you have to give your credit card number on the form to sign-up, and sign a waiver authorising his company to charge your credit card forever thereafter the free month.

I guess that sign prohibiting people from selling anything at the front of the expo was pretty meaningless, because everywhere I went there was pitch after pitch.

One young woman came up to me while I was sitting at  table resting my weary feet after a long day, and tried to convince me that her business of purchasing a condo with the purpose to grow medical Marijuana in was a good idea.

What was she smoking?

Ironically, the best information I took away from this conference was given by yet another one of these supposed self-made millionaires selling advice: "be very careful who you take advice from."

That's actually really good advice -- just because someone appears successful, talks like someone who is successful, even inspires you with their slick spiel -- doesn't mean they know anything about you and your entrepreneurial journey.

Paying someone just because they think they've made it to advise you, is like buying the first car you test drive without looking under the hood. You'll probably end up at the side of the road in a pissing rain storm, waiting for roadside assistance.

Lesson learned, the best advice in the world is usually free, has no strings attached, and comes from people that know you.

Tobey, Vermeeren and the rest were inspiring, energizing and I'm glad I had the opportunity to sit in and hear them.

However, inspiration is only part of the journey towards success. The rest depends largely on acting on that inspiration.

And just as the old song says, the best advice is free.