Authenticity and Genuine Values are the Keys to a Business Attracting Clients Instead of Chasing Them

Common business owner's questions, how do I connect with clients and customers, how do I keep them coming back? The simple fact is that businesses thrive on people paying for goods and services and repeating the transaction loop. A business should attract not chase clients.

What makes a business authentic, with defined values that attract clients to it? While a marketing plan is necessary; being authentic with defined values is crucial for earning and maintaining trust. A trusted brand that is relationship-focused is the best approach for connecting with clients and customers. A business owner is the face and brand of the business. The owner promotes services/products while selling trust even when they are having dinner with friends, and I repeat, "the business brand is the owner's brand". This gives your business a "human-like quality" with its values supporting the business true identity. Similar to how people gravitate and become addicted to tv shows, foods, a social stance; they will naturally be attracted to your business, and become clients, customers and advocates. While I will forever sing the praises of marketing, it has to be authentic based on solid values. Showcasing and supporting your business beliefs and values is key. Selling a gimmick, promoting half-truths or supporting a popular band wagon that is not in-line with the company's values will resonate mistrust.

Authenticity: The Heart of a Business

Authenticity is essential in today’s business interactions. When brands operate transparently and genuinely, they foster trust. People appreciate honesty about values, missions, and offerings. To repeat, "the owner's brand is the business brand", this includes reputation. The owner's reputation does impact how others view the authenticity of the business. Remember, an owner is always "on-duty" and is the persona of the business. That means your nonbusiness activities can manifest distrust, and make your business appear disingenuous. Of course, we all know of business brands that outlasted scandal and even the owner's jail-time but hope that is not the direction most business owners want to travel.

if you are still thinking how being authentic creates loyal and repetitive business, there are several brands that started out as a small business, and even today, these businesses don't chase clients. Brands like Hewlett-Packard, Starbucks, Subway and Mattel are such businesses that are built on authentic brands. Although these businesses are now corporate empires, their authentic brand, business value and customer loyalty remain the same.

To give a better perspective here are some small businesses that continue to operate as a small business and have maintained their authentic brand, Massey (fragrance and cosmetics, Seaside Inn (oldest hotel) and Shirley Plantation.

How Does a Business Show its Authenticity?

• Be True to Your Brand Story: I share my journey of 20 plus years in public accounting and how it led me to helping small business owners. That story is known to anyone who engages me. The desire to help others learn, grow and achieve their ownership dream is my authentic reason for starting my company. It's what I write and talk about to anyone who listens, this includes my eye doctor, therapist, and the grocery store clerk, anyone. If not anything else, people know me for my story and the value of my business. Share your journey and values, be consistent even if everyone does not get your truth, always stand tall and true, one day someone will.

  
  

• Engage in Open Communication: Another business practice that plays like a broken record on repeat. Maintain and present quality dialogue to your audience through social media, newsletters and email, any method that allows a connection. Create and promote meaningful content based on your business values. Show what your business stands for and how it will satisfy the needs of your audience. There is always editing to appeal to the correct audience but don't lose the consistent authentic voice. Even if the topic is a social hot spot, remember your true business values and that you are always representing the business.

  
  

• Highlight Testimonials and Case Studies: It's not bragging but validating business values and how you practice what you preach. While I love talking about my business, I shy away from anything related to financial success related to my business. I see it as an unwarranted topic, my mentor sees it as inspiration for other business owners and how they can achieve the same success with Wright Way Consulting LLC.s assistance. Sharing client and customers experiences, even the business owner's experiences, supports the authenticity of your business and the journey.

How does a Business Show its Value:

While authenticity draws clients in, its values that keep them engaged and builds the blind trust. This means that the business shows how it enriches clients lives beyond selling products or services. When you think about a brand that you love and blindly support, what comes to mind about that business, the product, the service? How does that brand stay "front and center" in your mind?

• Meaningful content: Develop blogs, webinars, or videos, promotions that offer useful insight into your product or service. Educational information, product knowledge and benefits, related current events and latest news are meaningful to your business brand, should be the focus of your content. Your business needs to be on everyone's mind when they are in need. Your content should appeal to pain points, whether its current or in the future. Don't forget to share often, create a pattern of communication.

  
  

• It is not a bad idea to share others posts (sometimes) or even make a comment. However, realize that while reposting others content shows your support and knowledge of current events, it does little to support your business brand, knowledge and experiences. Remember your business must make a direct connection in order to support your values.

  
  

• Personalize Your Service or Product: For my business this is key, even if the type and style of a product or service is the same, the meaning and use to the client is different. One product or service can satisfy the needs for multiple people. the business makes it person. In a marketplace filled with options, businesses focused on relationship-building stand out.

  • The value of your business is the service and products provided to your client and customers.

  • The value of your business is how it benefits your clients and customers.

  • The value of your business is its impression on clients and customers.

    
    

• Offer Free Resources or Trials: Providing tools or trial access allows potential clients and customers to experience your service without a financial commitment. Neither the less, offer free tutorials, training webinars, samples, free consultations, or any item that offers valued insight into the full version of your product or service. Showcase your skills, knowledge and experiences and promote the sense of your business values.

  
  

• Beware of those who want free service or try to add additional items onto the trial period. Not to say you can't offer deals, but you want others to highly value your business and what it can do for them.

  
  

How does a Business create and sustain a Relationships

I will go back to the image of that product or service that you blindly support, what makes them different? Usually, it is because the product or service without a doubt will satisfy a need, and they have consistently satisfied that need which earned your trust. How can your business get into a client or customer circle of trust?

• Be authentic, consistent and to your values: How you got the client and customer is how you will keep them. All the previously discussed points must be maintained. Your business has to be the one that will blindly and consistently satisfy their need, every time. Mistakes, empty promises, poor quality and service, can't become the "new norm". if your business values are to treat customers and clients as they are only good for a dollar, you will not create trust.

  
  

• Follow Up: Be sure to stay connected and in front the client or customers even after the transaction is completed. I get weekly to bi-weekly emails/text advisements, calls, coupons, thank-you emails from vendors and service providers all the time. When I have a need, they are first on my mind and in line for my business. Similar to those businesses. yours should have regular check-ins to reinforce business values and forge the importance of your relationship with them. The goal is to create a relationship that generates repetitive business and support. Always remember that the transaction is only the beginning and to never make business only about money.

  
  

• Engage in Community Activities: Socially conscious ways of displaying your business values and staying in front of clients and customers is to participate in local events or initiatives that resonate with your audience. I know as a small business owner time is limited, and free time does not exist. Make the effort to show you care and the earned dollars are being used to support the community. There are many opportunities which are low cost or may require limited hands-on time from the owner. Allowing the use of your space, donating supplies or doing an hour rotation at an event, are all great ways to give-back, support your business values.

  
  

An Authentic Business with defined Values does not chase clients

Customer expectations have changed significantly in recent years, and desire connections that resonate on a personal level is "what's in". Attracting clients without aggressive chasing requires a thoughtful consistent approach based on a business being authentic, defining and supporting their values. In a world that values trust and connection, those who invest in authentic relationships can expect to see their client base grow organically.

By forging genuine connections, nurturing relationships, and delivering real value, businesses create an environment where clients are drawn to their brand naturally.