Before I entered my credit card details I went for a wander. I needed reassurance that the company I was about to hand over my money to were trustworthy. Yes, it was time for a trip to the ‘About us’ section. It was time to find out ‘about them’.
Maybe I shop a little differently to the average online shopper? I doubt it. I’ve studied user behaviour for far too many years. Facts tells us when in the user journey the ‘About Us’ page suddenly becomes of interest. The page greeted me with the usual ‘leading provider of…’, ‘our customers are paramount’, you know the script, you’ve read it on a dozen or so occasions yourself. Nothing told me that the company I was about to entrust really existed. With one exception.
The trophy cabinet
The page footer presented a concoction of gold and silver ribbons. These guys had been busy. 2011 this… 2012 that… it left me with one big unanswered question… who won the award in 2014?
We love to receive awards. They give us a tremendous sense of achievement. A firm pat on the back for our hard work and endeavours.
As they say, if you’ve got it flaunt it. That’s what we’re made to believe. If there’s something you have, whether as a business or in your personal life, that others don’t, then make the best of it.
Speaking from experience…
In 2006, as my retail business turn 2, we were rewarded a tremendous accolade. For we were a genuine startup. A business I created without investment, simply fuelled by passion. A business that was merited with the award of ‘Dealer of the Year’ by the greatest heritage brand within our industry. Fender had chosen my guitar shop as dealer of the year. It meant an awful lot. An awful lot to me and my staff. Did my customers care?
The problem we have with accolade is our desire to show it off. Again, if you’ve got it, you flaunt it. We proudly positioned our plaque within view of every visitor to our shop. Did it mean something to our customers? That Fender, the brand we had to jump through hurdles to even stock in the first place, had picked our store, out of all the guitar shops in the UK, as the dealer of the year? It didn’t receive one comment. Not one raised eyebrow.
Industry accolade is such a wonderful feeling. How many authors proudly present their NY Times Bestseller or Amazon Bestseller status? It means an awful lot. To the recipient or the consumer?
Who benefits, you or your customer?
Just as I pull up to traffic lights, the sticker in the back of the car in front of me proclaiming ‘the What Car Economy Car of the Year 2004’ doesn’t incentivise me to swop keys with the owner. Awards have a very very narrow shelf life. Your audience are looking for reassurance that you can provide them with a service or product of a quality they demand. Listing awards dating back 2,3, 4 years? It tells me more about what your company hasn’t done, than what it has done. I live in the now. So do your customers.
Swop your awards for stories
Behind each award you’ve earned there’s a story. That story could relate to business growth, levels of customer service or being the best within your industry, whatever that may mean.
You did something to earn it. Tell the story of that struggle. Display your award as the icing on the cake, not the 3 course meal. It’s your endeavour rather than your accolade that truly appeals to your audience. Flaunt it.
An image of a crystal dome, or a plaque or a golden cup tells me very little. The story behind your achievement? That tells me an awful lot.
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One Comment on “I bet there are a few great stories hiding away in your awards cabinet…”
Nice one Ian! …the story of the challenges faced and overcome with creative endeavour, inspired leadership and great team work ‘in the kitchen’ that led to the perfectly baked cake that the buyer bought and loved is a dam’ sight more compelling – and convincing – than the award sitting in reception! But, as you say, it’s a case of ‘both/and not either/or’… story and award are cake and icing… as the line in the Frank Sinatra song says “…they go together like a horse and carriage… you can’t have one without the other”!