Working in a family business, I realize family-run enterprises have a unique advantage: they are family-oriented. Now, you are probably thinking, “duh” (credit given to my 13-year old son for that word). But in reality, this is a simple statement with real power. Let me explain.
I remember reading a 2012 Forbes article entitled “To Increase Revenue Stop Selling,” which talked about a central selling strategy is connecting, not selling to them to build a repeat customer. This trend has continued, as today sales have evolved to a supreme focus on making a connection and a shared partnership, as opposed to a “transaction-focus” or the hard-sales approaches of the past.
I remember reading that article and thinking, “well of course.” Family businesses, maybe more than other companies, look at all stakeholders as close members of an extended family whose happiness and satisfaction are mutually shared.
Family businesses, which make up 90% of all business enterprises in the U.S. according to the Bureau of Labor Statistics, generally treat their employees, their suppliers and their customers like close friends akin to members of their own family. The reason is they are use to having cousins and siblings, parents, and sons and daughters working in the business. Family businesses are more likely to utilize cooperation, team work, co-management, and inclusiveness in their management approaches.
This extends to sales approaches as well. At Hero Arts, our customer service agents talk with our customers as much about their upcoming daughter’s wedding, their friends knee surgery, or the most recent movie then a current order. We routinely send flowers to customers and suppliers when someone retires, they have a new grandson, or for a recent wedding anniversary. A family-business mentality means you treat people with family closeness, and that shows in every aspect of your relationship.
In many ways, the world of social media is a good fit for family businesses. They already work in an intimate way and have authenticity in the way they present their products and handle sales. This inclusive nature of family business translates into clear business advantages, and often shows up in social media success.
In these ways, it is not a bad thing for all companies to emulate the family business approach of inclusiveness. Drop the hard sell and think of your next customer interaction in the same way you might with your daughter, mother, brother or spouse.
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