Recently, Performance Inspired, Inc. released a survey that
ranked the country’s 25 most inspiring companies. Out of 2,175 respondents came
answers like Apple, Target, Starbucks, Microsoft, Whole Foods, Coca-Cola,
Amazon, and Google. Somehow, despite being large corporations, these businesses
managed to touch and inspire their consumers in a way we often see non-profits
do.
Consumers will be loyal to companies whose beliefs align
with their own. That’s why mission statements like Starbucks’ “To inspire and
nurture the human spirit” and Microsoft’s “Your potential, our passion” hit us
so hard. They make us feel like we’re helping serve a higher purpose by being
their customer.
If you want your business to inspire, you’ve got to find a
way to associate yourself genuinely with an inspiring cause—and then follow
through. Make your customers believe in something they previously didn’t think
was possible. You must be innovative if you want to be truly inspiring. What’s
inspiring about buying food? Not much. But buying whole, organic, sustainable
food makes us feel good. Your mission should, in some way, change the world for
the better once completed.
How many companies tell customers that they are genuinely
appreciated? Just a phone call, a thank-you note, or something to let them know
their business is important can make all the difference. The key is to do so
without trying to make a sale, because that will tell the customer what you
really care about is their money—and not them.
Make your customer feel like they are part of something
that’s changing the world. Ask them to join you in your cause. Find something
customers will be enthusiastic about within your business or its endeavors and
then get customers involved.
Lastly, communication. If you’re doing some great goodness
for the world, shout it out for everyone to hear. Give people a chance to
experience what helping the world looks like through pictures, missions,
stories—the more you can provide, the better.
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