What are “The Three C’s” to a Successful Business?
Business owners must create a deeper connection with a client to build a loyal community. The Three C’s in business are to create, connect and community.
Think about it, what businesses are you loyal to and why? What happened to make you choose the same business over and over? Even with other competitive options, you still remain loyal to that one particular business. Why is that?
One business I have remained faithful to and will continue to do so is Planet Fitness. In college I was a new gym goer who knew little to nothing about working out. In fact for the first three months of owning a gym membership, I only walked on the treadmill for 30 minutes each session. As my confidence grew, so did my impression of the gym. Every employee was friendly and eager to answer my questions. The facilities were clean and well maintained. For only $20/month, I had gym access along with availability to tanning beds and massage chairs. Which was within budget for a broke college student. Lastly and most importantly, I always felt welcomed. They promote a “judgement free zone” that encourages a positive culture for every gym goer - novice or advanced. So once I finally gathered enough courage, I ventured to the free weight section and never once felt judged.
Upon graduation, I moved away and no longer had a membership to the gym. However my respect for the business never faded. Within a few years, Planet Fitness began to open more gyms in surrounding cities. Once I heard a new gym was opening up down the road from my house, I signed up immediately.
But why Planet Fitness when other gyms had more to offer?
Even after working out at the local recreation center, it was an easy decision on returning to Planet Fitness - who once welcomed me with open arms. I have faithfully been going to PF for the past 18 months to exercise regularly. I will remain a member till the day they close because the business made a lasting impression on a college girl who was ready to make a lifestyle change. That’s why I choose this business.
Let’s return to the original question, what business are you loyal to and why?
The first C, create. Planet Fitness created a welcoming environment complete with friendly staff and clean facilities. Think to yourself, what makes your business unique from every other competitor? Maybe you take pride in customer service. Maybe your products are ethically produced eliminating any carbon imprint. Better yet, your services offer customization for each customer. Pinpoint that one unique feature about the business and create something extraordinary. If in doubt, ask your customers why they choose your business over others.
Once you determine that unique selling feature, focus on how to improve, adapt and work towards the second C: connect. This is the bridging between your product to that ideal customer.
The culture of Planet Fitness was a “judgement free zone.” No matter if you were an athlete or a newbie, PF was a safe space to celebrate the movement of your body and improve your health. A connection is feeling in touch with those who truly care about an individual. Every customer should have an extraordinary experience, knowing that they truly matter to you. How can you go above and beyond for each customer to make them feel connected to you and the business? Maybe offer exclusive services for each customer. Offer an “early bird” option where customers have access to the products before the store officially opens. If you sell a product, offer to be their personal shopper and make their experience more one-on-one. Whatever you choose, make sure that connection with every customer is powerful and consistent.
The connection has been established, lastly your community grows leading to the final C.
There are so many other gym options in my neighborhood and yet I chose Planet Fitness over the others. Why? Because I was faithful to this brand. I felt a part of the community every time I entered the gym, sweating alongside other gym goers who were also committed to their health. PF created a safe environment and I support this 110%! When a customer is sitting in the driveway (or sitting at their laptop) they have a decision to make. Where will they go to have their current needs satisfied? Based on previous interactions where they felt important, I want them to choose YOUR business every single time.
Therefore a business must create something unique and personable, establishing a deep connection with each customer who will become a part of your community. Ready to focus on The Three C’s for your business? Allow me to help you build that bridge with your ideal clients. Send me an email at writer.kwdavis@gmail.com and let’s chat.
