Santa Claus has created a global brand that has endured centuries of opposition, overcome a host of competitors and garnered legions of loyal fans. But how has St. Nick built his business?
- Be exceptionally reliable…
If you think about it, Santa is the most reliable brand in the world. Through freezing temperatures and economic instability, kids can sleep easy knowing that Santa always delivers. Your clients are similar to those expectant children on Christmas morning – they have high expectations and will lose trust if they are let down. As a business, it is your job to deliver a service that is reliable in order to build a committed customer base. - But don’t be afraid to surprise
Santa has a positive image that always makes his customers smile, but it’s not just from consistent service. He also isn’t afraid to surprise them with gifts that people were not expecting. Can you say the same about your organisation? Create ideas, offers and concepts that no one else in your industry has tried. Finding that extra something to add to your product offering will surprise and delight your customers. - Reward good and loyal behaviour
Santa has a simple but effective strategy for his business – the naughty or nice list. Your behaviour throughout the year could result in you either receiving a luxury holiday or a lump of coal. Though you shouldn’t punish errant clients, you can certainly reward the good ones. If a customer has purchased a larger amount than usual, or recommended you to a client or through a website review, consider rewarding them for their loyalty. - Be open to communication
Santa isn’t afraid of a little feedback. As Christmas draws nearer, children around the world pen letters to Father Christmas with a list of wants and needs. Santa not only reads every single letter, he asks for nothing in return. Do your customers feel comfortable enough to communicate to you their wants and needs? Perhaps it’s time to encourage them to offer you feedback so you can understand and serve them better. - Teamwork makes the dream work
Santa may take centre stage, but he has a number of loyal departments working from him, from logistics (reindeer) to operations (the elves). Santa isn’t afraid to delegate and understands the importance of teamwork. If you find your business is getting too busy, perhaps it’s time to expand the workforce in order to get more done. Even Santa couldn’t build an empire all on his own. You could seek out graduate talent from Higher Level Skills Match (HLSM), injecting your business with fresh impetus, or gain new skills and support
With Christmas coming, these top five tips will help you reassess your business strategy and improve your communications. Whether or not you’ll be able to work just one day a year, though, remains to be seen…
Does your business need extra support from some designated helpers?
