Resourced Leaders

'Resourced Leaders' is a premier Australian based Leadership Performance organisation that specialises in working with senior executives, leaders and high performing individuals who aspire to greater levels of personal leadership and success.

Have you earned it?

Posted by Phil Owens
Phil Owens
Philip is one of Australia’s leading performance and leadership specialists. He
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on Tuesday, 20 August 2013 in Leadership

Have you earned the right to serve your customers, or do they have to earn the right to be served by you?

Often I see businesses and business leaders take what I call a 'one-up' position with their customers. They know best.  They will 'educate' their market. The market just needs to understand how they see things - and then their business will grow.

What do you think is wrong with this stance?  How does it truly VALUE the customer and their experience?  

These days, your customer has more options and lower tolerance for companies that choose to treat them as 'second class' than ever before.  They are looking for companies and partners they can trust - ones who have 'earned the right' to be trusted to work with them.

As you think about your business, ask a simple question I often ask of companies and leaders that I facilitate or coach:


" have you earned the right?"

A simple question, but a powerful one that gets to the heart of service excellence in your business.


For example, as you think of your organisation:



  • How have you earned the right for them to give you time to discuss your offer?
  • How have you earned the right to manage their risk?
  • How have you earned the right to be trusted?
  • How have you earned the right to 'educate' them?
  • How have you earned the right to take their money?




That is, before you expect something from a customer, what have you specifically done to earn or deserve it?


When you take this approach it allows you to think about your whole customer facing strategy.  Shifting the customer back to their rightful place at the centre of the process, and serving them in such a way with every interaction so as to 'earn the right' to connect, to influence and to transact.


This may mean redefining your approach - by understanding what your target segment deeply values, and earning the right to serve them by offering true value in every interaction. 


One thing that is often forgotten in the concept of offering true value is establishing the reason WHY you would serve them, and that this is congruent with what they are trying to achieve.

Finding ways to allow your customers to connect with you, letting them see that your purpose is served by serving them and demonstrating consistency of your purpose can do exactly this. Because it is not what you do that people are interested in, it is why you do it!

In fact, the authenticity of demonstrating that your reason 'why' is served by helping your clients achieve their goals is an incredibly powerful way of 'earning the right' to do business with them.

When you think of your business, do you work hard in every moment to earn the right to serve your customers, or do you expect them to earn the right to be served by you?


Philip is one of Australia’s leading performance and leadership specialists. He honed his skills working with executives and leaders around the world, coaching and consulting in over 30 countries, from entrepreneurial start-ups to boards of multi-billion dollar businesses.


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