Tina Viney | CEO of APAN – Aesthetics Practitioners Advisory Network
Dear Colleagues and Friends,
The GOLDEN CIRCLE for securing Client Engagement and Loyalty
OUR RECENT APAN Conference in Sydney was incredible! We had an amazing time and I will be including a full report in the Spring issue of APJ Journal as there is so much to report. However, I would like to share with you a particular highlight presented from Gill Fish’s lecture – Connecting the Dots – Top strategies to build your brand in disrupted times.
In her presentation Gill expanded on Simon Sinek’s Golden Circle that outlines what makes employees and clients buy into a company. It’s a very simple, but powerful concept that brings clarity to the changing way on how meaningful connections are made in today’s world.
At just 44 Sinek is considered the modern genius in client engagement and business success. It is worth checking him out on the Internet as there are several videos that will allow you to capture his winning concepts.
Sinek is an avid researcher of successful people and states that regardless as to whether you are an individual or a large organisation, all inspiring and highly successful business leaders think, act and communicate in exactly the same way and it’s the complete opposite to the rest of us. Consciously or not, how they do it is by following a naturally occurring pattern that Sinek call the GOLDEN CIRCLE that aims to influence responses from staff and clients through inspiration rather than manipulation. This is what the Golden Circle looks like:
Let’s break it down.
- WHAT: Every single company and organisation on the planet knows and can describe WHAT they do. This is true regardless of the industry, or if the business is small, or big. Here is an example of the WHAT: “We provide our clients with advanced skin treatment solutions and other personal care services such as Cosmetic Tattooing, Injectables, Spray Tanning etc.”
- HOW: Then some companies and people know HOW they do WHAT they do. Whether you call them a ‘’differentiating value proposition’’ or ‘’unique selling proposition,’’ HOWs are often given to explain how something is different or better – e.g. “We offer treatments using the latest laser technologies and medical-grade devices and we use leading clinical-strength cosmeceutical skincare.”
- WHY: Very few people or companies can clearly articulate WHY they do WHAT they do. This isn’t about making money – that’s a result. WHY is all about your purpose, or WHY does your business exist? WHY do you get out of bed in the morning? And WHY should anyone care? Here is an example of a WHY – “We believe every individual should look and feel amazing. We are passionately committed to providing you with the highest standard of personalised care, helping you achieve the very best in skincare results that will improve your confidence and self-esteem. We achieve this through the most advanced medical-grade technologies and leading cosmeceutical skincare.”
Most businesses tell people WHAT they do, then HOW they do it and often forget to even mention WHY, or what drives them to do it. They start with the tangible, or logical reasons first and at the end they may touch on the emotional or belief issues, which is the WHY. However, when we articulate our WHY first, which is linked to our beliefs, this drives us to go the extra mile and provide an exceptional service for our clients.
In a market that has many businesses that are offering exactly what you are offering, it is your WHY and your passion that drives you to do what you do that will resonate with your clients. It is your WHY that will allow them to connect with you over someone else who is just communicating WHAT they do and there is a reason for that.
The WHY is associated with the Limbic Brain, which is responsible for all our feelings, such as trust and loyalty. It is the area of the brain responsible for human behaviour and all our decision making. Therefore, if you start with the WHY you are connecting to the emotional and decision-making side of the brain.
WHAT you are offering is associated with your Neocortex, or logical, rational and analytical side of the brain, however the Neocortex does not drive behaviour and without a behavioural response you will not succeed in establishing engagement that will ultimately lead to a purchasing decision. The HOW represents your values or principles that bring your WHY to life.
Why not use these principles when designing your next marketing strategy and see what a difference this can make to your business’s performance?