How Are You Selling?

If you get into business solely to make money, you won't. But if you try to make a difference you will find true success -Sir Richard Branson

By Richard Branson

Your business will only win if your customers win too. To make your life better, you must first make their lives better. Make a real difference for your customers, and everyone will reap the rewards.

This is a rule we’ve always followed at Virgin. It applied when we started out; was crucial when growing our various companies; and is still at the heart of our plans for all of our ventures.

Whether you are a new start-up or a multi-national corporation, making sure your customers win works for everyone.  
Think about the tried-and-tested model of the local grocer. 
Sure, the bigger chains have infiltrated the market with cheaper prices and more products; however the best local bakers, butchers and fruiterers still exist for a reason – personal service, an emphasis on quality and reputation, and the ability to build personal connections and bespoke service with customers.
Operating first and foremost to contribute to their communities, as well as turn a profit, small businesses can win for themselves, their teams and their customers.

Moving outside the local sphere, it’s also incredibly critical in today’s start-up environment. 
When starting out, all entrepreneurs should ask themselves: 

• What am I offering to my customers?
• How does it meet their needs and how could it improve their lives? 

By keeping these questions in mind, a number of recent start-ups have successfully developed into large enterprises with worldwide followings.  
Take sharing economy successes such as Uber and Airbnb. Both companies offer alternatives to conventional products – i.e. taxi and hotels respectively – to give customers better rates, more accommodating service, and the ability to review their experience. Operating so that the customer wins has helped them to win big too.

Large businesses are not exempt from the rule either. In fact, big business feels it the most when the customer is not kept top of mind. When even the most successful companies lose touch with their customers, you can be sure they will soon come crashing down. When a business becomes dominant in their industry, and abuses that dominance by crushing their competitors unfairly, they can use their market position to undermine their customers.

We’ve seen it happen in the airline industry – I’m sure you don’t need help thinking of some prominent examples – and in many other sectors. Instead of applying a customer-centric focus, they have operated cumbersome, expensive and bureaucratic airlines, where customers were served with high airfares, little choice, and a lack of innovation.

If you get into business solely to make money, you won’t. If you try to make a real difference, you’ll find true success. It’s the perfect balance of win-win all round.