As an entrepreneur what is your most important asset? Is it your interpersonal skills? Perhaps, it’s your ability to work hard. Are your organisational skills paramount? Is it your talent for spotting new market trends and altering your course accordingly? All of these things are important. However, in the end, your most important asset has nothing to do with you, your skills or your personality. That’s because your most important asset is your customers.
Every business exists to make money. This money is generated through sales. These sales, in turn, come from customers. When you have no customers, you have no sales. When you have no sales, you have no money. When you have no money, you have no business. A business without customers is not a business, it is a hobby. Therefore it becomes of paramount importance for any business to maintain the best possible relationship with their customer base. The very life of the business depends upon it.
For an entrepreneur, this relationship can become problematic and the cause of the problem, ironically, lies in the very thing that attracts customers in the first place – the entrepreneur. You see, entrepreneurs, by nature, are larger than life. They have big personalities. They have strong opinions and viewpoints. They are iconoclasts used to taking risks and going their own way. They make all of the important decisions when it comes to their business and they reap the rewards that come with deciding correctly. They are also, many times, the face of their business.
Their customer base associates the entrepreneur with the business and the product or service that the business supplies. All of this means that the entrepreneur receives a lot of attention, most of it positive.
All of this attention, along with a measure of adulation, can go to the entrepreneur’s head. He or she already has a healthy ego. You have to have a solid ego if you want to be able to put yourself out there attracting customers.
The attention that comes with success can make this ego swell and it can turn the entrepreneur’s head away from the customer and towards the mirror. The entrepreneur can begin to believe his or her own hype. They can see themselves as superior. They can view their decision making ability as foolproof. This, however, is a mistake.
No matter how successful an entrepreneur becomes, that success is, in part, due to the customer. It is the customer who pays the bills, not the entrepreneur’s ego.
Keep it Real,