“You have got 30 seconds to impress us”

I have watched the talent shows for years, American Idol, America’s Got Talent, Britain, Australia, New Zealand, The Voice, and all the X-Factor shows. I loved them and I still watch them today - currently Australian X-Factor. Primarily because I love music and I love to watch the contestants perform. I love to pick out my favourite and who I think will win. I love to criticize the judges when I think they don’t know what they're doing, I love it when I know who is going to be eliminated and the judges agree with me! I love watching the whole process:

First Impression for a Business

And all the growth and changes that takes place in-between. I love how it is a competition, and yet there is a comradeship among them all, while batting for one another, each one is there to win.

One of the most important things I have heard a judge say is: “You have got 30 seconds to impress us”.

I think, ‘Man this is it, do your best, be good and give it your best shot. No fear, no nerves, just do it’. What takes place from the time the judge says those words to the end of that 30 second performance, is everything to the contestant. It is their lifetime opportunity to fulfil their dream, to impress the judges with who they are and with what they can do, and whether it will be enough to stay in the competition.

“You’re through to the next round!” or “I'm sorry but you didn’t make it to the next round.”
Those are the words that are echoed by the judges when that audition is finished.

Which one will it be for you?

We are in business, right? Business is very competitive, we have competitors out there vying for the market, striving to impress customers with who they are, what they do, and how they can impress us! Will they win our business? Will they want our business? What are we doing to impress them? It might be a 30 second phone call, we might be sitting in our car after lunch in a café and the phone rings: “Hi, I would like to send you some recordings for urgent transcription. I need it by the end of the day, can you do it?”

What do you say? Are you prepared? How are you going to impress that customer in a few seconds? How are you going to get your customer to place their order with you, and indeed, why should they? Why should they choose you over your competitors? What makes you different to them? To use business terminology: “What is your point of difference?”

I have been in business a few years and I didn’t even know what “point of difference” meant, until last year! I mentioned in my blog: “Building a Business against the Odds”, that my business took a hit last year because I was ignoring some vital stuff that was needed, and I took things for granted. I was forced to face some home truths and I got to understand some very important information that would grow me as a person, and therefore, my business.

Understanding my ‘point of difference’ was one of those things. It was easy once I realized! We have several points of difference but the key one for ATS is:

We provide urgent, overnight, same-day, fast, quick turnaround transcription services (depending on volume, but with an excellent skilled team, we get it done quick, always “according to customer deadline and expectation” - and in excess of).

Below are some key points and critical factors that will assist you in “making friends and influencing customers”:

1. Know your point of difference, respect it, don’t take it for granted, and deliver it to your customer ‘according to their deadline’.

"Your work is always spot on and lightning fast, something we value greatly in the quick turnaround world. Many thanks Lenna" - Ross Anderson

2.Be prepared and be responsive. Answer that call, or that email, or that knock at the door - be prepared, be ready, be on-the-ball, know how to handle that situation and give an honest, quick and ready response to a potential customer. Be quick and responsive.

Talk about efficiency! That's an excellent turnaround. Brilliant. Your services have been incredibly fast and efficient, and your communication, excellent. Thank you for being super responsive. - Alaric McCarthy

3. Give them a reason to choose you. Give them confidence and belief that they are choosing the right Provider for their needs. Know who you are and believe in it, believe in what you can do for your customer.

"Lenna is the 4th transcriber I have tried during my research process and she has provided me with the most accurate transcription. I have already reviewed the audio file and done my analysis; because it was virtually perfect transcription I was able to concentrate on the content and not on having to correct errors. I am very pleased. Thank you." - Joy P.

4.Know who you are and why you exist in business. Like the contestants singing for their lives, they have a dream, they aspire to be something greater, they want to succeed, they want to help others, they want to express themselves through their talent, and they want to impress the judges and the people. They want to define themselves as an ‘artist’. They want to change the world.

In business, we have to know who we are, why we are, and what we have to offer. We have to understand what is important to us, and act on that. We are the life of the business, look after that life! Our team is the life of the business, look after them! Our customers are kings and queens, treat them like it! Our competitors keep our motor running - don’t lose sight of them, respect them, but remember this is a competitive business and we are in it to win it because we are the best at what we do!

"We had some issues with our previous transcription service, and then we found Audio Transcription & Secretarial Services (ATS). The last year and half since we have been with Audio Transcription & Secretarial Services (ATS), we have had no problems or issues whatsoever.

Lenna and her team are miracle workers! Every few months we send Lenna and her team about 20 hours of audio and we have requested a very strict turnaround time. We send multiple audio recordings that sometimes have background noise or rather challenging accents and Lenna and her team go above and beyond to transcribe the files accurately. We have never been disappointed!"
Thank you, -Alicia Dunams CEO 'Bestseller in a Weekend'

First impressions are lasting impressions

First impressions open the doors to opportunities. It is important to make that first impression to show your customers your warmth, your genuineness, that you are trustworthy, and that you are indeed a competent specialist in your field. Therefore, you know what you are talking about and it gives your customers that confidence and belief also, that you care for them and you are going to deliver.

First impressions also give you the opportunity to build rapport and to empathize with your customer’s project and subject matter. That is why we at ATS believe “what matters to our customers, matters to us”. This is our firm belief. We are it!

Lenna K. Millar (Director)
Audio Transcription & Secretarial Services (ATS)

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