More Transactions Might Ruin Your Business

More Transactions Might Ruin Your Business

Posted on 02. Nov, 2009 by in Leadership, The Leadership Coach™

It’s widely accepted as common sense that increasing transactions is good for your business, but often it just isn’t true.

  • Have you ever purchased something at a store and got the distinct impression that you were an interruption to the salesperson?
  • Have you received the sort of service that leaves you wondering if that business saw you as a person or a ‘sale’?
  • Or how about the salesperson who rattles off their script and doesn’t seem to hear a word you say?

The danger for those businesses is that on the profit & loss statement those transactions might have looked good, but the experience left you less likely to choose that business again. So what is the solution? I’m convinced that it’s not just transactions that build your business- it’s interactions. Transactions are ok to a point, but nothing leaves an positive impression on people like great interactions do.

I have three kids and I remember clearly those first moments when each of them were born. I’ll never forget looking into my daughter’s eyes for the very first time. In that moment we had a connection that didn’t require words and that impacted me for life. Sadly though I have found that in the busyness of life, with all of its pressures and to do lists, that it’s easy for those interactions with my kids to deteriorate into mere transactions. Played with the kids? Tick. Got the groceries? Tick. Baths and bedtime? Tick. Transactions.

So if even the most significant relationships in our lives can slip into becoming transactional, how much more is that true of your customers who you connect with for just a few minutes? Sometimes it’s easier to just churn out transactions than to take a moment and connect with people in a genuine way. But interactions are what human beings crave. Sure, we have our busy days when we just want to buy something and go. But at the core of human nature is a desire to matter, to be noticed, to be treated with dignity, to connect.

But how does a leader build the sort of team that deliver on this consistently? Here’s one answer. I spoke at an event for small business owners recently and a very successful franchise owner shared her hiring strategy. It was simple yet profoundly effective. She said “I hire for personality, then train for skill”. While other franchise owners were looking through applicants’ resumes for experience in food service or academic achievements she was looking for one thing – the right personality. “I can train them to operate a register”, she said “but I can’t train them to be nice”. And with that simple formula she was building a winning team.

So perhaps it’s time to do an inventory-

  • Where does personality feature on your list of priorities when hiring staff?
  • Are you underestimating the number of roles on your team that need to be delivering genuine interactions?
  • And what do people experience when they connect with your organization? Transactions or interactions?

I’d love to hear your comments and feedback
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3 Responses to “More Transactions Might Ruin Your Business”

  1. Jason Ewart

    03. Nov, 2009

    “nothing leaves an positive impression on people like great interactions do”

    So good, Paul, and so true.

    A few days ago I was shopping for a specific product that I didn’t know a lot about. The salesperson advised me that they had none available for purchase.

    I wanted to continue the interaction so I may ask some clarifying questions & maybe even place an order.

    No chance. They had turned their back & were gone. It didn’t feel so good in that moment. I have since bought elsewhere with my questions answered.

    Thanks for the blog.
    Jason

    [Reply]

  2. Cecil Benjamin

    04. Nov, 2009

    Great Paul, another really good article from you, thanks.
    Recently in Phnom Penh, my tuk tuk driver pulled into a petrol station for fill-up, 2 attendants looking the other way and talking, ignored him for awhile. He had to get their attention for service. Attendant even looked the other way whilst fill-up in progress – never said a single word to my driver.
    Your franchise lady certainly has hit the best idea for hiring! After many years of experience I agree with her.
    Thanks for your articles
    Cecil

    [Reply]

  3. Gail

    05. Nov, 2009

    It can be difficult to treat each customer as if they were the ONLY customer you’ve had all day, as if you have been waiting to serve only them, particularly when you’re flat out.

    But just as a performance (concert, play, lecture etc) has the most impact when they give as if it was the only time they are performing (even if it’s their 100th time through) so our interactions with customers have the best impact if we treat them as if they are our only customer for the day because for them, we are probably the only contact THEY have had today, this week, this year.

    As the Good Book says “Do to others as you would have them do to you.”

    [Reply]

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