| Why movers and shakers finish the back |
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Always finish the back of the piece.
I first picked up this gem from John Lowrie Morrison, Scotland's most commercially successful living artist, at a Glasgow business forum.
JoLoMo was inspired in part to tidy up the reverse of his paintings by the painstaking care that shaker furniture makers put into each piece - front and back.
Close attention to the areas the client doesn't see at first - or may never see - pays dividends.
And looking after the seemingly small things will boost your customers' faith in your taking on the bigger stuff.
Whoever can be trusted with very little can also be trusted with much.
How well does the up-front appearance of your business's product or service match what's beyond the customer's immediate view?
We may at first be delighted with our new-build home. Until, perhaps, we see what's lurking beneath the shower tray or check the wiring in the kitchen ceiling cavity.
The lawyer's Rumpold-like court performance may or may not be matched by the quality of back-office record keeping.
A marketing agency may promise the earth to close the deal, but is the impressive pitch team the same one that delivers the work?
Conversely, the front-of-house sometimes needs upgrading to reflect back-stage quality.
The 'sign-there-mate' delivery lets down the great product, as do tired, tawdry restaurant furnishings a Michelin star chef.
Ask yourself these questions:
1 How can we match our promise better with actual delivery? The 'what we said we'd do' and 'what we did.'
2 In what areas can we improve on those areas that are initially invisible to the customer?
3 Can we market these 'unseen' improvements as a customer benefit?
Consider how your back-of canvas finish will do justice to your more visible artistry from this week.
You'll be putting yourself in the frame for better results. |
