Are you B-to-B or B-to-C? Try H-to-H!
At the Local Business Institute, we often talk about H-to-H because all small business is Human to Human. This is so much more than a catchy phrase. It’s recognizing that owners, employees and customers are humans, not faceless entities. “Of course, you say, What else would they be?”
Using H-to-H as a guiding principle changes your perspective. By approaching every interaction with an H-to-H perspective, you will come across as genuine and authentic—and that’s gold. It’s not just about being nice, it’s about being respectful, real, kind and connecting on a personal level. Sounding woo-woo? It’s not.
I once served on a panel, representing small local business to the local power company employees and vendors. After listening to big business and industrial representatives talk about policy and acceptable levels of this and that, when it came to my turn to speak, I started with “You’ve heard the term ‘It’s not personal, it’s just business’? With small local business, it is personal. These may be businesses but they are also the hopes and dreams of an entrepreneur and you better believe it’s personal. Please be aware that these aren’t big corporations and their power being out for an appreciable amount of time isn’t a number on a financial report, it’s their wallet.” To my surprise the message was received with great enthusiasm as if they’d never thought of it before.
Are acts of kindness and genuineness good for business?
A resounding YES! Customers are looking for connection, not just a transaction. It’s one of the things small, local business excels in but it’s easy to forget in the daily hustle and bustle. Genuineness in business is a powerful asset that can significantly impact an organization’s success and longevity. When companies and leaders embrace authenticity, they build trust, foster deeper connections, and create a more engaged and loyal customer base. By aligning actions with stated values and being transparent in all interactions, businesses can differentiate themselves in a crowded marketplace and build lasting relationships with both customers and employees. By cultivating a culture of authenticity, companies can create a positive ripple effect that extends beyond their immediate stakeholders, ultimately contributing to a more trustworthy and sustainable business ecosystem.
The Ripple Effect of Kindness
One of the most powerful aspects of kindness in business is its ability to create a positive ripple effect. When people receive kindness, they’re more likely to pay it forward, not just to the person who was kind to them, but to others as well. This can create a self-reinforcing cycle of positivity that permeates the entire organization and even extends to customers and partners.
Kindness in business is not just about being nice – it’s a strategic asset that can lead to happier workplaces, stronger teams, and ultimately, better business outcomes. As we navigate the challenges of running a small business, let’s not underestimate the power of kindness to transform our organizations and drive success. It’s H-to-H for the win!
