How to Make Your Business Thrive When Clients Only Want You!
Posted on 27th September 2023 at 13:36
Do your clients ever insist that you personally handle their accounts? If so, you're not alone. Many business owners face this challenge, but there are effective ways to ensure that your business continues to thrive even when clients want you specifically. In this blog, we'll explore the story of Ian Fraser and the five-step approach he used to make his business thrive without compromising on customer satisfaction.
Master Your Craft on Someone Else’s Dime
Ian Fraser, a former pro golfer, started his journey in business as a master fitter at TaylorMade Europe, helping elite golfers find the perfect clubs. Before founding his own club-fitting business, TXG, Fraser dedicated a significant portion of his professional life to golf. He worked with some of the biggest names in the PGA in Europe, gaining invaluable experience. Despite being "underpaid" at TaylorMade, Fraser knew that the insights he gained would be essential in building TXG.
Think Like Nobu
Fraser drew inspiration from Nobu, the renowned five-star restaurant chain partly owned by Robert De Niro. When you visit a Nobu restaurant, you never question who the chef is for the night because Nobu has set the standard for five-star dining. Fraser used this example to convey his vision to his team of club fitters - consistency and excellence, regardless of who serves the client.
Hire for EQ, Not IQ
Fraser's goal was to establish a customer experience-focused company that also fitted golf clubs, not the other way around. To achieve this, he prioritised emotional intelligence (EQ) over intellectual intelligence (IQ) when hiring TXG staff. Fraser believed he could teach club fitting, but he couldn't teach someone to be a genuinely good person. He used behavioural interview questions to identify candidates who put the client's interests first.
Teach Your Employees Through Osmosis
Unlike typical golf-fitting studios, Fraser designed his location with open-concept bays where he worked alongside his apprentices. This physical proximity allowed his employees to learn from his client interactions, and he could observe their interactions as well. Fraser found this approach accelerated their learning curve.
Broadcast Your Expertise
Fraser established a YouTube channel where he freely shared club-fitting advice. Despite knowing that only a fraction of his subscribers would visit TXG, the channel helped cement TXG's reputation as the world's best club fitters. It even turned into a profit centre, generating substantial advertising revenue.
Fraser wasn't concerned about sharing his "secret sauce" on YouTube. He likened it to Gordon Ramsay sharing his recipes in cookbooks - it doesn't deter people from dining at his restaurants.
By implementing innovative hiring practices and creative teaching methods, Ian Fraser successfully expanded Tour Experience Golf (TXG), developed a YouTube fan base of over 200,000 subscribers, and generated revenues exceeding $3 million. In 2022, TXG was acquired by Club Champion, the largest club-fitting company in the United States, with more than 100 locations.
The story of Ian Fraser and TXG demonstrates that with the right approach, you can make your business thrive even when clients want you personally. By focusing on your craft, maintaining consistency, hiring for emotional intelligence, teaching through osmosis, and sharing your expertise, you can ensure that your business continues to flourish.
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