 Good Will Marketing -
Increasing the Value of Your Business
By Jan Eden - CEO IN Training Inc.
When selling a business, a buyer is very interested in the good
will of the company. What value should a proprietor put on the perceived good will?
Marketing is the soul of every business…Good Will is the heart.
Without building Good Will into your Living Sales and Marketing Plan, the sustainability
of your business will be vulnerable. The typical business structure is fairly obvious. The
exchange of value is clearly defined. An emphasis on superior customer service is
experienced. However, what is the legacy you want to leave behind? What do you want to be
known for?
As individuals we exist mostly in mediocrity, as consumers we settle
for less. Good Will Marketing changes all of that as it forces a company and the
individuals who represent the company to perform outside of the proverbial box of
mediocrity.
Most businesses, small and large, have not recognized the value of
developing and following a Living Sales and Marketing Plan, let alone implementing a good
will component. As a reader of this article, regardless if you are a business owner,
entrepreneur, employee, or just beginning on a new professional journey, the questions to
ask yourself are, does your Living Sales and Marketing Plan platform Good Will as a
tangible asset? And, do you see the value in performing Random Acts of Good Will?
Implementing Random Acts of Good Will is an inspired experience. I have
come to the conclusion that Random Acts of Good Will emphasize the golden rule, “Do
unto others as you would have them do unto you.” Choose to lead professionally and
personally with the intention to incorporate good will into each day. The majority of Acts
of Good Will are not costly; the greatest good will momentum is paying attention to paying
attention. Recognize what your clients or customers may truly need besides your product or
service. Do they need encouragement? Do you feel compassion when they are experiencing
difficulty? Are you available to celebrate their successes? By just paying attention to
paying attention, you unlock the possibility to be of service above and beyond the limits
of your job description.
How will making a higher choice of performing Acts of Good Will
serve you and the legacy you want to leave behind? Let’s start with employees. Good
Will has mostly been recognized as an external momentum until now. The majority of
business owners and managers have no desire to lead employees to becoming greater through
utilizing Good Will Marketing. Why? Because employees are basically considered a
commodity. They are hired to perform a job that is limited. An evolved business owner or
manager would recognize the employee’s value and where the employee desires to grow.
The Random Act of Good Will would kick in by understanding the deeper desires of the
employee. These desires would be recognized when an employee has earned a reward for doing
a great job. The recognition would come in the form of “What would excite the
employee and stir them to realize that they are worthy and are honoured for their
work?”
Do the female employees enjoy exquisite perfume? Would they enjoy a
night out or a day at the spa? Do the male employees appreciate time out to golf or
tickets to attend sporting events? Who is responsible for keeping track of these desires?
Can you imagine if the business owner or manager randomly gifted the loyal employee with
their favourite indulgence, just out of the blue! What do you think the response would be?
What do you think the result would be? This mechanism is so simple, but profound. The
problem is that very few see the value.
If the business world recognized the benefits of taking charge of
implementing Random Acts of Good Will, there would be less dissension and greater
production.
Once Good Will Marketing is practiced internally, clients or customers
would come next. There are endless ways to demonstrate Random Acts of Good Will. I
encourage you to recognize the legacy you want to leave behind and start a list of those
who would be touched and inspired when you demonstrate Random Acts of Good Will.
Jan Eden, president & founder of CEO In
Training Inc., invites you to experience for yourself first hand her unique marketing
& business skills & techniques by attending her complimentary monthly Introductory
Workshops. Visit www.ceointraining.com
for more details & registration. |
