There is the old Russian proverb, "Trust, but verify," made famous by a former president's comment on a nuclear weapons treaty. To me, that particular verbiage signals a negative connotation, which is why I prefer the phrase "trust and verify."

The desire to trust others remains an intricate part of business. Something within us wants to believe most, if not everything, that our employees, clients and vendors proclaim. However, one of the most valuable lessons learned in my 20-plus years as an entrepreneur involves verifying essential information that I instinctively want to trust.

Based on most guidelines, we are a small company. That means our senior staff devotes considerable resources to recruiting potential employees and marketing our services to what we believe will be profitable and long-term clients. Fortunately, most of these relationships create productive employees and profitable clients.

On the other hand, lies the reality that one poor hire or an underperforming account can hurt our bottom line. That's precisely why it's essential to verify key information before extending an employment offer or signing a contract with a client or vendor. While subjective, my new strategy delivers fewer disappointments and more revenue.

Employment verification

Applicants often submit pristine resumes that highlight their incredible experience and accomplishments. I am fortunate that so many excellent candidates desire to work for my organization.

Yet, sometimes, that shining resume contains false, inaccurate or misleading information. An offer is extended and accepted, only to determine months later that the fantastic new hire did not or could not deliver.

Do you or your staff routinely confirm employment timelines, performance claims or educational levels? If not, I recommend you begin immediately. A  2024 survey referenced in HRO Today, a leading human resources website, found that over half of employees admitted to lying on a resume.

When discrepancies arise, ask the applicant to explain. Evaluating their reaction may offer insight into how they can handle pressure or difficult situations. Naturally, an outright fabrication doesn't deserve a second chance. Move on and devote your efforts to finding employees who fit your needs and the organization's culture.

Customer verification

The same holds true for clients and customers. You may spend months or years working on a list of prized prospects and finally land that big whale. Your team invested countless hours and valuable marketing dollars to deliver that sought-after signature. Then, the excitement may fade later when the prized account consistently fails to pay promptly or doesn't provide the promised business.

Does someone on your team research prospects to confirm vital information regarding their reputation or financial solvency? How do their clients or customers rate the company? 

We once fired a Fortune 100 company when their accounts receivable hit 180 days. Becoming a lender isn't our forte, so severing the relationship made sense. Confirming our payment expectations can save both parties time and money.

Vendor verification

Verifying vendor information hits home with me. As a CEO, I devote significant time not only to staying informed about my industry but also to keeping up with trends to increase market share and revenue.

Some digital marketing firms I retained promised substantial website traffic or backlinks, but only provided dismal results and an expensive invoice. While some marketing strategies are subjective, performing due diligence on their claims and contacting other clients may have impacted our decision process.

No one can argue that artificial intelligence remains a growing tool for both businesses and consumers. For example, hiring qualified human transcriptionists (labor cost) is our most significant expense. Does it make sense to employ AI platforms to transcribe client files and possibly reduce labor costs?

To answer that question, I wanted to measure the accuracy rates of companies that offered AI transcription services against experienced and qualified human transcriptionists. Keep in mind that we strive for and guarantee a 99% accuracy rate. Can the great AI machines match or exceed such a high goal?

The answer is no. For this exercise, we gathered 14 files from various industries, ranging from a single speaker (a short monologue) to a board meeting with more than 20 speakers, and compared accuracy percentages from the first 500 words. The mean average for AI transcription came in at just below 62%, compared to the 99% accuracy rate of human transcriptionists.

Will advancements in AI technology eventually generate a 99% accuracy rate? Maybe. However, humans still maintain an accuracy edge when handling complex cases where human knowledge and expertise are crucial.

Trust is given and earned

Employing verification practices makes good business sense. However, don't forget that trust remains a vital part of our business practices. I want my employees, clients and vendors to trust me, so I extend the same courtesy to them.

It bothers me when I see companies within my industry make false or misleading claims. That's why I'm careful how I position our services. I not only want my clients to trust me, but I also encourage them to verify my capabilities. Confirming my ability and promises to perform only builds more trust and, hopefully, more long-term and profitable relationships.

Make time to review your verification practices or implement some guidelines. Verifying information also provides valuable insight into a variety of subjects that should benefit your own business practices.

Trust will always remain a critical part of our world's business culture. Implementing a "trust and verify" strategy within your organization benefits everyone. Do employees, customers and vendors trust your organization?



Source: https://www.entrepreneur.com

If you've ever thought, "Maybe I just need another offer," you're not alone. Many entrepreneurs, especially in service-based businesses, get stuck in the cycle of adding more services and more packages to try to capture different types of clients or boost cash flow quickly.

Unfortunately, more offers is rarely the answer.

The allure of adding more

It makes sense in theory to add a new offering — if you add another offer, surely that widens your net, right? You figure you'll meet more people where they are, increase chances of conversion and maybe bring in more recurring revenue.

But instead, if you're adding offers too frequently and too quickly, your marketing becomes diluted and confusing to your audience. Your average consumer may end up spending more time trying to decide what to buy instead of having a clean, smooth sales funnel.

Then, once you've sold a few of each of your offers over time, it becomes really complicated to service those offerings. Your time gets split, billing gets confusing, and in my experience, service quality usually declines.

What starts as an effort to grow can quickly become a trap, draining your team's energy and your business's momentum.

Instead, your best marketing asset is a clear message and a confident sales process.

The power of fewer, better offers

Here's what I'd do instead. Focus your effort on one core offer that solves a big, specific problem, and refine the hell out of it.

When you refine offers instead of replacing them or adding to them constantly, you have a chance to get the same benefit of tweaking your offer to meet the market — which you absolutely should — with less confusion to your audience.

Once you launch that offer, start A/B testing messaging with your audience. See what resonates, and then slowly move your messaging more towards that. Monitor how long clients stay with the offer. Ask them what they like about it and what they wish it included, and maybe create an add-on to address the needs that surface.

Don't get me wrong — I still recommend you try lots of new things and iterate quickly, shedding things that aren't working and doubling down on things that are. Just use those learnings to iterate on what you already have, instead of launching something new every other day.

This also doesn't mean you can only sell one thing forever. But if your core offer isn't selling, don't assume you need a second one. You may just need to optimize the one you've got.

What to ask yourself before launching a new offer

If you're tempted to build out yet another service, take a pause and ask yourself a few things.

First: Have you fully optimized the marketing, pricing and delivery of your current offers? Do you have enough volume to even know where people are dropping off in your existing conversion funnel, and to know how clients feel about their experience with you?

Next: Can you actually handle another offer right now? Do you or your team have the bandwidth to service it? It feels nice to sell something, but it won't last without proper servicing.

Lastly: Are you solving a real pain point, or are you projecting what you want to sell? Why do you think this offer will resonate? What data do you have to prove it?

If your answers don't point clearly toward expansion, it may be worth hitting the brakes.

What to do instead of adding a new offer

Let's say you decide to hold off on that new offer idea. If things feel slow or stagnant, there are other ways to generate momentum without creating an entirely new service.
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1. Audit your client journey, including every single stage of your funnel. Look at where people are falling off, and what that tells you about opportunities for your pipeline to be improved.  You also may just need a pricing refresh. Take a quick look at your margin in the last few months. Are you actually bringing money home? How do you compare in pricing and value to your peers and competition? I've seen businesses be underpriced far too often — in fact, nearly 50% of small businesses in the U.S. aren't making any profit, and in many cases, that's because they are afraid to charge more.
2. Look at re-engaging audiences you already have. Reach out to past clients personally to say hi or congratulate them on their most recent milestone. Offer them an incentive to work with you again or to   refer someone   new to you. Sometimes, simple, personalized touches can get you the same amount of attention that yet another launch would, without the messaging confusion for your audience.
3. A bloated offer suite might feel like you're "doing more," but often it just muddies the waters for you, your team and your clients. Instead, get obsessed with making one thing irresistible going into this fall. Track the data, refine the messaging, and build the systems to deliver it efficiently — then revisit expansion only once that's humming.

Source: https://www.entrepreneur.com/
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