Adam Hankinson, Managing Director at Furniture Sales Solutions, talks about the importance of deciding your culture or your customers will.
“Culture” has unfortunately become another one of those mis-used business words. And while there’s nothing wrong with pizza Fridays, pyjama days, team quizzes, and “tell us your favourite film” icebreakers, these are not a replacement for a true company culture.
To develop a real culture, which ripples out from the owner of the company, through every manager and salesperson, and out to every single customer it’s crucial to begin by clearly defining what your culture is.
So, how do you find your culture? Simon Sinek has a fantastic framework for finding your company’s ‘why’ and starting to create a consistent company culture.
- Look back at your best customer moments
Which customer interactions spring to mind? Don’t focus on the price of the order, but these could be instances where a customer came back into the store to thank a salesperson, a customer who brought their friend into the shop because they were so impressed by the service, or a couple who were overwhelmed and grateful because a salesperson went above and beyond to help them. - Identify what you actually did for them
In each case, define what service you actually provided. Did you remove the customers confusion? Did you sit down and really take the time to find out everything you could about the customer’s unique situation? Or did you help the customer to relax, feel at ease, and finally build the confidence to make that big decision? - Find the pattern
This process is a worthwhile team exercise because when you compare all these memorable moments a theme will begin to appear. You may notice your business consistently makes customers feel welcome, guides customers slowly and carefully to the correct decision, reassures and educates nervous customers and simplifies what can be an overwhelming process. - Distil your findings into a simple sentence
“We help customers _________, so they can _________.
For example, here are what the why’s of a few famous companies would be:
Apple
“We help customers to challenge the status quo, so they can think differently”
Nike
“We help customers to push their limits, so they can achieve more than they thought possible”
Disney
“We create magical experiences, so people can feel wonder and joy”
These examples are important because when you read their ‘why statement’ it’s not a shock. When you hear that Disney is all about helping people feel wonder and joy by creating magical experiences, that shouldn’t be a surprise. The same should be true of your company.
Customers should feel the culture before they ever have to read it. Your ‘why’ and your culture should inform everything you do, from every email and every staff meeting to every customer conversation and sale.
Without defining the culture and clearly engraining it into every element of your business, you leave every member of staff to create their own. But, by living and breathing a clearly defined culture, it removes the guesswork and everyone can put their all into pursuing the same outcome. Not just selling furniture, but delivering the experience your business stands for.
