6 Ways to Propel Your Business to Cult Status

December 22, 2007

Few businesses reach cult status. But those that do certainly reap the rewards because they’re always extremely busy and have a huge following of loyal repeat customers.

Wouldn’t you like to create a business like that? Wouldn’t we all? Well, I’ve taken an in depth look at three such business to see what they’re doing that you can do to. The businesses are: Sharrow Bay Country House Hotel, Virgin Atlantic and Salt Kettle House.

Here are a few of the things that really stand out about these businesses:

The Owners Are As Famous As The Businesses Itself.

Unlike many businesses, it is rare to read an article or press release on any of these businesses without mention of the owners. Richard Branson is heavily involved in the marketing of Virgin Atlantic.

It was a rare evening when Francis Coulson and Brian Sack weren’t around at dinner to greet guests, and even though they’re both dead now, they still have a presence in the hotel and pictures of them both grace the walls of Sharrowbay.

Nobody can make a reservation at Salt Kettle House without first being put through to Hazel Lowe. She also greets guest upon arrival, makes restaurant recommendations and will even run them down to the local supermarket to buy snacks if need be.

None of the business owners are conventional types.

The owners of these types of business are never your typical conventional suited bores who are so common in many large and small companies. In fact, many of them border on eccentric - in a very nice way.

They All Attract a Niche Group of Customers

They don’t try to please everyone. People will either love them, or hate them. For example, those expecting a typical five star London hotel atmosphere will not be happy at Sharrow Bay. You only need to check out the Trip Advisor reviews to see there is no happy medium - people will either love it or hate it. Personally, I could live there. But, my mother claims the place gives here the creeps.

Likewise, Virgin Atlantic promotes itself as a fun airline. It appeals more to rock star types than stuffy business people. And they deliberately don’t have a first class section of the plane - only three categories, Economy, Premium Economy and Upper Class.

And folks who are only happy in a luxury hotel with 24 hour room service and spa will not enjoy Salt Kettle House, with it’s quaint rooms and pet cats and ducks that roam the gardens.

Their Owners Have All Overcame Huge Setbacks

Richard Branson struggled to raise capital in the early days and not all his businesses have been a success. And the Bermuda government closed Salt Kettle House down in it’s first year. It was extremely run down when Hazel first moved in and a lot of work needed to be done before it reached Bermuda’s acceptable standards.

Similarly Francis Coulson had to get his father to be a guarantor on a loan to buy the derelict Sharrow Bay. In the early days, Francis relied on friends to work for free in return for board and lodgings. In fact, one of the first things he asked his partner Brian Sack was, “Have You Got Any Money?”

None of Them Have Rested On Their Laurels

Many business owners have little to do with their businesses once they become profitable and this can be a huge mistake. Richard Branson recognises the need to continue to promote his brand and is always at the forefront of crazy publicity stunts.

Francis and Brian realised that their presence was just as important to many guests at Sharrow Bay as the views and fine dining experience. So they always made sure they were around each evening. And Hazel Lowe always ensures she is their to greet guests personally.

They All Treat Their Customers As Guests

Being treated as a guest, as opposed to anonymous customer is extremely important in all these businesses. For example - when staying at Sharrow Bay, they don’t bring you a bill when you order a meal or drink. And they don’t have a reception area either. You simply go to the old fashioned office to settle up before you leave.

On Virgin Atlantic, you don’t need to put your hand in your pocket for drinks or headphones. Once you’re on the plane, everything is included. In Upper Class, they even give you a pair of pyjamas.

And at Salt Kettle House, Hazel Lowe greets all guests with a glass of juice and gets out a map, to help them plan their visit.

Fair enough, all these businesses are in the hospitality industry but that doesn’t mean you can’t adopt some of their practices in your own business. Just one last thing though - they’re all well established businesses. None of the owners had an easy time in the early years, so persistence is another quality you will need to possess.

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Comments

One Response to “6 Ways to Propel Your Business to Cult Status”

Thank you all! December’s top commentators. | Mrs. Micah: Finance for a Freelance Life on January 1st, 2008 8:46 pm

[...] Catherine Lawson is more a business blogger, but I think a lot of what she writes is relevant to finance or even the business of blogging. And what better than a post on propelling your business (read: blog) to cult status. [...]

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