Why Consistency is Key
All eyes will be on the Paris Olympics this summer - two weeks in which 10,500 of the world's best athletes will compete in 329 events across 32 sports to try and win an Olympic gold medal. And, as any Olympian will tell you, the way to get on that podium is consistency - in training, in lifestyle and in your performance on the day.
Alex Gregory MBE, photo from alexgregorygb.com
We’ve been inspired to think about consistency ourselves recently, having been lucky enough to have Gold Medal Olympian Alex Gregory MBE to speak to us here in our offices.
We asked Alex to share the secrets of his success as a world champion rower and he highlighted ‘consistency’ as the one thing that really makes a difference when you have your eyes on a podium place. So what does ‘consistency’ really consist of and can it be used in the business world, as it is in sport, to be the best?
What is consistency?
At first look, consistency doesn’t sound like a madly exciting concept does it? We tend to have our heads turned by motivational speakers who talk about ‘dreaming big’ and ‘being the change you want to see’. Both laudable ideas, but sometimes it’s easy to overlook the values that underpin everything we do in business. In simple terms, being consistent means doing something in the same way, over and over again, over a long period of time. But that’s not to say nothing changes. Far from it. Look upon consistency as the ‘grounding’ force’, the foundations upon which you can build, grow and change, knowing that you’re always on solid ground.
Why businesses need consistency
If you went to your favourite restaurant every month for a year and then had a duff meal there, you might put it down to one bad night, or a new chef. If you went back and it was still duff you’d be disappointed. Would you give it a third go? Probably not. Even though you’d had 12 great meals there, it only takes a couple of inconsistent experiences to turn you off.
More to the point, what you want as a business owner is consistency from your customers. You want them to keep coming back, keep paying you, keep leaving you good reviews, keep passing your name on… If you want that consistency FROM them you have to give consistency TO them first. So how to do that?...
Be consistent with your employees
They say charity starts at home. Well, consistency starts with your people. A business can only offer trust and consistency to its customers if its employees know what is expected from them. Here are a few ways to give your team consistency:
Have a clear vision and communicate it well so that everyone sticks with the plan.
Be clear about routines and expectations on a daily basis so people know where they are.
Set realistic goals and deadlines that are achievable for everyone. If people aren’t working consistently together, there is nearly always a financial loss waiting to happen. If you hit a bump in the road, show consistency by adjusting your path to continue working towards your goal.
Celebrate everyone’s successes, no matter how small, to keep morale consistently high and remind yourselves of what you’re all working towards.
Alex Gregory MBE, photo from alexgregorygb.com
Offer consistent values
Vital for both your employees and your customers is knowing what your business is all about. Ask yourself:
What are the core values everyone can expect to see demonstrated?
How can they expect to be treated?
What are the business’s mission and goals?
Achieve brand consistency
You know when you go to the supermarket and they’ve moved all the aisles around and changed the format of the signs and for a second it feels like the world has ended and you just want to walk out and go home? That’s how you NEVER want your customers to feel.
Branding can feel like ‘icing on the cake’ rather than the cake itself but you should never underestimate the importance of consistent branding in helping your customers feel like they’re in good hands. Here are a few ways to offer consistency through your branding:
Online, consistent branding such as signage can help your customers know where to look to find what they want online. That familiarity and trust then means they’re more open to new ideas, products and services, while they’re there.
Using the same logo, colours and tone of voice on your website or shopfront offers consistency of style. It all combines to develop trust and comfort, and that’s when customers will invest in other services.
Remember, consistency doesn’t mean not growing or developing; it simply provides a framework in which you <can> grow and develop as a business. Look at Richard Branson’s Virgin business. It’s expanded and changed from a music business to selling travel, financial products, make-up and much more. But it was the consistent branding that meant that whether its customers were buying a mortgage or a hot-air-balloon ride, they felt in safe hands.
Have consistency in your products and services
Last but definitely not least in terms of consistency, is consistency in whatever your business is making. Whether it’s garden furniture, pet food or web design services, your customers like knowing what to expect and that it will be consistently good. Here’s what you need to think about:
Quality should be consistently high, whatever your business is. If you can occasionally go the extra mile or offer something extra, make sure you bill it as an ‘add-on’ for your most loyal customers. Consistently good products and services should be ‘expected’, but that doesn’t stop you going over and above.
Let your customers see that you consistently stick to the plan and deliver on time without a fanfare. Again, delivering and doing it in a timely fashion should be a basic standard, but surprisingly, not everyone does it, and when your competitors fail to do so, it will reflect well on your business without you lifting a finger!
Use consistency to become the ‘go-to guys’. Word quickly gets round about where you can always get the product you want instantly, or which services can always offer you what you need with no hassle on the spot. Make sure you’re using your data well to predict what you’ll need to provide and when so that you never have to say ‘no’ to your clients.
New fads and the latest trends are moving and changing all the time, but consistency is what builds real trust and loyalty. It can’t be faked, it can’t be thrown together, but it’s one of the simplest ways to create a positive buzz around your business.
Find out more about Alex and Mind Body Row at alexgregorygb.com
And if you’re looking for an injection of motivation, and a way to inspire your team, then get in touch with Alex directly at alex@alexgregorygb.com
