Here’s a question that I ask in every speech I present — and, it’s one that I challenge you to answer, as well:
WHY would a customer choose to do business with you…as opposed to the competition?
I can probably guess the answers that you will give me, because they’re probably very similar to the ones I hear most frequently at my programs:
- we have great customer service
- people are our biggest asset
- our products make the difference
- we care about our customers
Here’s the problem:
These are the same reasons that your competition is saying that they’ll be chosen instead of you!
What’s wrong with these answers? Consider the response that customers can provide…
- “We have great customer service” — That’s what your competitor promised me, too. Yet, I don’t see you doing anything differently from their approach.
- “People are our biggest asset” — You’re saying the competition has inferior people? They have good folks working for them, too. WHY are your people superior?
- “Our products make the difference” — Look, it’s not like you’re selling the iPhone and everyone else has some old flip phone. If you don’t have a good product today, you’re probably already out of business. Your competition has some advantages, too.
- “We care about our customers” — So, HOW do you care more about me than your competition? How will you show me you care more? Are you certain you don’t mean that you care about my money — instead of me?
As you sell and serve…you must examine if you are doing it distinctively.
In other words, if the reasons you’re giving to the question, “WHY would a customer choose to do business with you..as opposed to the competition?” are the same reasons your competitor is giving the customer — and, therefore, provides no superior positioning for you in the customer’s mind — then, why wouldn’t they focus on price as the determining factor in where they purchase?
Your mission is to create distinction.
- For leaders — an organizational culture of distinction that stimulates remarkable performance and attracts extraordinary people
- For sales professionals — to stand out from your competition in a manner that gains you a clear advantage in the marketplace
- For service professionals — to take care of your customers in a unique manner that sets your experience apart from what they would receive elsewhere
If you deliver distinctively…then you are truly providing a set of solid reasons why your customers should repeat — and refer — business with you.