Add Certainty, Significance and Connection

Customers have six core needs and three very important ones that are top of mind for the customer are certainty, significance and connection.
How can you increase certainty that you are the right provider for them? How can you increase certainty you will deliver exactly what they need.
This is why testimonials work so well – they have a high degree of certainty. Significance – we all want to feel special, ever since we are a kid.
How can you help your customers feel significant? Connection – social media satisfies connection and significance in a big way – how can you connect more with your customers?
How can you help them feel connected to you? Share your values, personal stories etc that help them connect to you.

6 Core Needs of Staff and How to Satisfy Them

The following is based on the six core needs made popular by Tony Robbins. In a nutshell, we all strive to fulfill these core needs in either a resourceful way or unresourceful way (not good for us, not good for others). As a result, they are drivers of our actions and can help explain an employee’s actions. When one or more of the core needs aren’t met, negative effects can occur as listed in the table in addition to common problems such as increased sick days, decreased productivity, and increased contribution to a negative workplace culture.

How to use? When you are frustrated by a behaviour, think about whether there is a core need not being met in a resourceful way. Can be many small situations or one big one. You may not always figure it out until you talk to them and notice the wording they use.

1. Certainty

Certainty of what is expected of them, the tasks, their future in the company, where the company is going, how they can move up (if they want to), certainty of who to take direction from, certainty about safety, salary, entitlements.

Effect when not satisfied:

– Unmotivated staff that don’t hit targets, don’t seem to be ‘on board’
– Staff looking for other work
– No loyalty, leaves as soon as something better shows up
– No desire to put in extra hours or effort, leave right on the dot
– Bad mouthing the boss or company
– Complaining

Ways to satisfy:

– Clear instructions – clearly articulated, written down, manuals, good training programs
– Regular opportunity to ask questions or hear what is expected, e.g. Weekly or daily production meetings
– Career plan mapped out
– Explain the company vision and mission, have it on display, refer to it, live it
– OH&S procedures clearly explained, documented and followed

2. Variety

Opportunity to do different tasks, break up monotony, take on a new challenge, mix things up a bit, work with different people, customers, locations,
production, services.

Effect when not satisfied:
– Reduced motivation for the job
– Poor performance, mistakes, can’t stay focused and moves around (with or without permission) within the workplace to provide variety
– May actually create problems to create some variety

Ways to satisfy:

– Discuss what they really enjoy doing and want to do more of and workout how this might be achieved
– Mix up the workload. Recognise the signs when it is time to change
– Change work location/division

3. Connection

Feeling connected to teammates, the company. Feeling part of the team. Connected to other divisions. Feeling loved.

Effect when not satisfied:
– Reduced motivation for the job, coming to work
– Increased chance of leaving, increased sick days
– Withdrawn from the team and contributing – Give them a role that requires them to connect with the team

Ways to satisfy:

– Discuss this topic with them
– Don’t force them if they are naturally suited to working independently
– Include them in text, emails, newsletter, company social media, meetings

4. Significance

Feeling important, useful, capable, acknowledged, recognised

Effect when not satisfied:

– Can result in unresourceful methods to achieve it such as criticising others, stealing the limelight, not giving credit where credit is due, sabotaging others

Ways to satisfy:

– Acknowledgement via mention in meetings, newsletters, position title, increased responsibility, certificate/award/gift

5. Growth

Desire to feel we are moving forward, learning, growing in some way. Considered a spiritual need.

Effect when not satisfied:

– Reduced motivation

– May start looking to jump ship

– seek greener pastures

Ways to satisfy:

– Discuss and understand their career plan, their personal goals and then workout with them what might be done within the workplace to help them achieve these if possible

6. Contribution

Second spiritual need within all of us. Desire to contribute to something greater than us.

Effect when not satisfied:

– Reduced motivation
– Reduced willingness to be a team player or belief they can be a team player
– May implement changes without discussion or permission to satisfy the need to contribute
– May start looking to jump ship – seek greener pastures

Ways to satisfy:

– Discuss and understand their career plan, their personal goals and then workout with them what might be done within the workplace to help them achieve these if possible
– Acknowledge their contribution

Teachings of Christ We Can Apply to Business – Easter Special

In celebration of Easter and all it stands for, I thought I’d explore a few teachings of Christ and how we can think of Christ as a role model in business. We all can benefit from good role models in aspects of life such as parenting, sport, faith, compassion and business. In celebration of Easter and the resurrection of Christ…enjoy…


5:14-15 You are the light that gives light to the world. A city that is built on a hill cannot be hidden. And people don’t hide a light under a bowl.

In business: be proud of what you deliver! And most importantly, don’t hide it under a bowl! Make sure you are doing all you can to be seen. Those who are hesitant to promote themselves and let themselves be seen will not flourish in business.

5:25  If your enemy is taking you to court, become friends quickly, before you go to court. Otherwise your enemy might turn you over to the judge and the judge might give you to a guard to put you in jail.

In business: this applies to literally going to court over a dispute, but could also apply to any disgruntled customer. In today’s age of social media, it is ever more important to smooth ruffled feathers quickly before bad reviews appear. Bad reviews can be equivalent to being in jail with no ability to deliver your services/product. It is very hard to reverse bad reviews whether they be online or world of mouth.

5:33  You have heard that is was said to our people long ago, ‘Don’t break your promises, but keep the promises you make to the Lord’.

In business: deliver what you say you will deliver and when you say you will deliver it. Needless to say, don’t over promise and under deliver. Better to under promise and over deliver. Be true to your word when communicating with customers on all aspects of a transaction. Show up when you say you will. Deliver the quality you promise.

5:37  Say only yes if you mean yes, and no if you mean no. If you say more than yes or no, it is from the Evil One.

In business: when dealing with customers, staff, suppliers, business associates etc, mean what you say and say what you mean. Don’t bring any wishy-washyness into the conversation otherwise you risk being frustrated if someone doesn’t deliver what you want because you were not clear. Make sure your directions to staff are super clear. Make sure your expectations are super clear. Anything else and you are inviting trouble because you are leaving it up to the other person to interpret what you mean.

5:46  If you love only the people who love you, you will get no reward. Even the tax collectors do that.

In business: yes, we have favourite customers (raving fans) but don’t be blinkered and blindly focused only on those that love you. Don’t forget there are others that could become raving fans if given the attention they deserve. The scripture reminds us that loving raving fans is easy. To succeed in business we need to be able to nurture relationships and build trust with customers that may not show us much love to start with.

6:1  Be careful! When you do good things, don’t do them in front of people to be seen by them. If you do that you have no reward from your Father in heaven.

In business: be genuine and not a show boater. People see through this, especially in social media posts. Such actions can quickly destroy your reputation.

7:1-2  Don’t judge other people, or you will be judged. You will be judged in the same way that you judge others and the amount you give to others will be given to you.

In business: do not discredit the competition when talking to customers and be mindful of what you write in social media posts. We are living in a time where reviews are common place and it is easy to judge and comment on people and businesses. Careful how you judge your staff or your boss. What goes around comes around. ‘As you sow, so shall you reap’.

7:15-16  Be careful of false prophets. They come to you looking gentle like sheep, but they are really dangerous like wolves. You will know these people by what they do. Grapes don’t come from thornbushes and figs don’t from thorny weeds.

In business: be careful of who you hire! Talk is cheap and the secret to business success is to hire the right people.  Job candidates can say all the right things but it’s their actions that count so give them a short trial or real world challenge. Assess them on past actions and against your values. Be careful in agreements. People can say they agree or will do what you want. Find evidence of how they have behaved in the past. References and referrals are key.

Colossians 3:12-15

God has chosen you and made you his holy people. He loves you. So always do these things: Show mercy to others, be kind, humble, gentle, and patient. Get along with each other, and forgive each other. If someone does wrong to you, forgive that person because the Lord forgave you. Do all these things: but most important, love each other. Love is what holds you all together in perfect unity. Let the peace that Christ gives control your thinking, because you were all called together in one body to have peace. Always be thankful.

In business: I think it is self explanatory! Remember what is most important at the end of the day. Remember to approach and deal with situations as Christ would and allow this to control your thinking. And gratitude…one of the greatest gifts we can give ourselves, our customers and the world is a sense of gratitude.

Amen. Have a great and safe Easter Sunday!

Looking for Business Development training or coaching?

I have 7 BD packages covering exactly this and all can be successfully completed via skype and phone (day or after hours) so no personal meetings required or interruption to your work!

My BD modules cover – and bespoke training is easily done:

1. Developing a Business Development Mindset – to have it in your hand you must first have it in your head!

2. How to maximise revenue from existing relationships. There’s gold in that database!

3. Fastest way to find new customers and making sure they are the ones you really need.

4. How to grow the business in new markets – safely, efficiently.

5. Blues oceans, what and where are they – finding that uncontested market space.

6. How to spend less time IN the business and regain your personal time.

7. Improving effectiveness as a leader and creating an environment where results, innovation and passion flourishes.

Message me for more details or call me on: 0400 520 471. businessdevelopment, bdmtraining, businessdevelopmenttraining