Wednesday, January 10, 2007

People are only taught to count the big things

People are only taught to count the big things.

Customers. Sales. Profits. Losses. Stuff like that.

That’s why it’s so difficult to quantify the ROI on something like “approachability.”

Because it’s a just an idea. It varies from person to person.

But businesspeople must believe in the aggregate power of little things. “Do not despise the day of small beginnings,” as the old scripture explains.

That’s why I suggest measuring conversations, not customers. Touchpoints, not touchdowns. As I mentioned in the Mundane to Memorable post:


Breaking the silence = breaking the pattern

Pattern breaking = mundane into memorable

Memorable moments = increased comfort

Increased comfort = enhanced approachability

More approachability = strangers into friends

More friends = people who become “fans” of you & your business

Fans = people who loyally love your stuff

More fans = more positive word of mouth

More positive word of mouth = more $$$

More $$$ = :) :) :)

Business success is won in inches, not miles.

What little things are you counting?

* * * *
Scott Ginsberg
Author/Speaker/That Guy with the Nametag

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