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Is that REALLY What Makes You Different?

Is that REALLY What Makes You Different?

Jan 23, 2021 | Business Distinction, Sales & Retail

I recently received mail that included a business card. Interested in the organization — as it is a business very similar to the one my late wife, Sheri, worked in for many years — I visited the website address listed. I noted something that really struck me…

It was the headline, “What Makes Us Different.”

Naturally, as I’m fascinated by what makes something stand out from the competition, I read the bullet points of what they believed separated them from the others in their industry:

  • experience (Like the competition is totally staffed with rookies who have no background?)
  • depth of knowledge (So, you’re asserting that the competition is dumber than you, right?)
  • founded by innovative entrepreneurs (Since, by definition, the competition had to be founded by entrepreneurs, too, I guess they were started by “traditional entrepreneurs”?)
  • depth in multiple market segments (As my late wife said the same thing about the company where she worked in the late ’90’s, I promise you this is nothing new.)

None of these points would be considered by savvy prospects or clients to make the company different! They would be required, however, to make that company relevant in the hyper-competitive industry in which they play. However, there is absolutely zero here… taken from a client’s or prospect’s perspective… that would truly qualify to be listed under the heading, “What Makes Us Different!”

The company has displayed they don’t “get” what would make their customers perceive them as superior to the competition! (And, if you don’t understand that… why wouldn’t a prospect also surmise that you might not “get” other salient aspects ofdoing business together?)

What should the company do?

  1. Ideally, follow the plan outlined in “Create Distinction,” and go through the process of the Four Cornerstones. Develop something that truly DOES “make you different.”
  2. In the meantime, ASK YOUR CUSTOMERS what “makes you different.” I’d much rather read on your website that Jane Doe of the XYZ Corporation said your “depth in multiple market segments stood out from the others,” than hear that same claim from you!

AND, by asking your customers what makes you stand out, you may uncover areas you’ve overlooked that are of primary importance to those doing business with you!

Here’s the ultimate litmus test:

Look at the website of your top competitor. What do THEY say makes THEM “different”?

If it’s the same thing that your organization is stating — then those points have little traction in creating differentiation for either of you from the customer’s perspective.

THINK DISTINCT. THEN, GO OUT AND CREATE DISTINCTION!

Why Your Business Should be More Like the Oak Ridge Boys

Why Your Business Should be More Like the Oak Ridge Boys

Jan 15, 2021 | Business Distinction

When I was about 16 years old, the manager of the small-town radio station I worked for told me that we were going to be emceeing the concert of a gospel quartet. As you can imagine, to a teen unfamiliar with the group we were going to hear, it didn’t sound too appealing.

All that changed, however, the first time I heard the Oak Ridge Boys.

I am honored and proud that a friendship that began with them many years ago continues to this day. There are three major points that EVERY business could…and should…learn from them.

1) Be distinctive

Today, many have forgotten that when the Oak Ridge Boys expanded their audience and repertoire to country music, the Statler Brothers were already hugely famous. Some in radio and the music industry presumed that the Oaks were going to be an imitation of the Statlers, hoping to siphon off a bit of that quartet’s established success.

The Oak Ridge Boys understood from the onset that to create enduring success, you have to create distinction. While the Statlers dressed alike, the Oaks each had their own, individual style. The Statlers stage presence was most frequently to sing to a microphone firmly planted on a stand; the Oaks moved dynamically all over the stage. The Statlers were known for their comedy; the Oak Ridge Boys became known for their energy. While the Oaks were respectful and appreciative of others in their field, they weren’t a copy of anyone else. If you want to grow your business, you should do the same.

2) Let each person shine while working as a team

When you think of the Oak Ridge Boys, you probably first think of their amazing harmony. When you hear them, part of what is truly incredible is the level of talent of each member of the group. Consider this point, however: the only way you know that Joe, Duane, William Lee, and Richard are singularly talented is because each of them has a chance to shine as an individual during the performance.

Working as a team is critical — however, you cannot achieve your goals over the long haul unless you provide each member of your team with their individual time in the spotlight.

3) Create an Ultimate Customer Experience ® for your audience

While the pandemic has now changed live performances, as the Oaks hosted “meet and greets” in the past with many fans they were always welcoming. They were happy to spend time with them, have photos taken with them, and they made every person feel as though they were the center of the universe for the Oak Ridge Boys. They would give their all during their concerts, ending with rousing standing ovations.

Why were the Oaks still filling auditoriums — and why do they still have raving fans even when concerts aren’t currently an option — when other groups with just as many hits have disbanded? Simply this: the Oak Ridge Boys create an experience their customers want to repeat… and share with their friends.

As you look at YOUR business, is your performance so compelling that your customers want to repeat the experience…and not only tell their friends, but bring them as they come back for more?

Forty years ago, these four men inspired me by their hard work, talent, dedication, and distinction.

And, guess what? They STILL DO.

Your competition may not be who you think

Your competition may not be who you think

Jan 5, 2021 | Business Distinction, Customer Experience, Sales & Retail

Take just a moment…right now…and write down the names of your two biggest competitors.

My guess is that if I could look at your list, I would see that you’ve listed other players in your specific industry. You have just proven that we stereotypically define our competitors — and that holds the potential of causing us great harm in the future.

As I was doing the background research for one of my earlier books, I found that what customers really wanted did not vary much from industry to industry. The reason is because customers blend ALL of their experiences — both personal and professional — as their criteria for evaluating YOUR level of performance.

This means that your competition, regarding how customers view the level of service and engagement you’ve created with them, is NOT limited to your specific industry. Your competition is the service they received the time they stayed at a Four Seasons…the shopping experience they have at Nordstrom or Neiman Marcus…the quality of the BMW they took for a test drive.

Not understanding your competition can be horrifically damaging. Folger’s thought its competition was Chase & Sanborn and missed out on what Starbucks created. Nokia thought its competition was Motorola and missed out on how Apple changed the industry.

I recently asked a group of executives this question: “If you were going to create a start-up company to compete with you…what would it look like?”

As you can imagine, there were many terrific ideas.

Then, I asked them, “So why aren’t you doing these outstanding points?”

You can guess the answers: “We’ve never done it that way before.” “Our competition isn’t doing it, so why should we?” And on and on.

The good news is…they decided to try.

And so should you.

To become more distinctive and stand out, change how you view your competition.

You cannot FORCE someone to care…just because YOU do!

You cannot FORCE someone to care…just because YOU do!

Nov 12, 2020 | Business Distinction

This is NOT intended to be a political post. However, there could be a political…or business…or personal impact for you because of what is discussed here.

  • How many political protests — peaceful or otherwise — are we observing right now?
  • How many emphatic and forceful posts on social media are you observing that are aggressively asserting that the position the author holds is the “right” one — and everyone who disagrees is an idiot?

Protesters and posters alike are not only attempting to establish the primacy of their position — they’re also implying that all of us should care about it with as much fervor as they possess.

That never works.

You cannot force someone to care…just because you do.

  • Ever tried to MAKE someone love you? How did that relationship work out? (My guess…not well.)
  • Ever tried to MAKE someone else be more motivated or inspired? How did that work out — long term? (My guess…they maintained about the same level of motivation and inspiration as before your attempt to change them.)

And, that’s the point. When you try to make someone else care about your position, love you, or change their attitude, a closer examination might prove that you’re initiating that effort more to benefit you than to assist them.

The same is true in business. 

If I was protesting something right now, I would stop and ask how my actions would serve to change anyone’s mind. If all you’re doing is becoming so assertive that you are repellent — how does that do anything but ensure that you’re going to lose favor with the public again?

Don’t get me wrong — I’m not saying that you shouldn’t voice your convictions! I am suggesting that how you do it is of critical importance.

So, what does this mean to your business?

While any professional success is dependent upon persistence, you must also possess enough self-awareness to recognize when your tenacity has unintentionally planted seeds of alienation.

  • Don’t work on making others see your point.
  • Instead, strive to be so distinctive that others become attracted to it.

Companies that Create Distinction by Delivering the Ultimate Customer Experience®

Companies that Create Distinction by Delivering the Ultimate Customer Experience®

Aug 8, 2020 | Business Distinction, Customer Experience

What is the purpose of delivering the Ultimate Customer Experience®?

For many, the primary goal is become distinctive from the competition. There have been numerous companies that have built themselves up by filling the niche of delivering excellent customer service. The Ritz Carlton, for example, famously authorizes every staff member to spend up to $2,000 per day to give each guest an exceptional experience. And the Ritz Carlton stands apart even in the world of luxury hotel chains as delivering truly exemplary customer service.

However, outpacing the competition in offering the Ultimate Customer Experience® is not limited to major hotel chains – or even big business. Plenty of smaller and supposedly “less glamorous” companies employ customer experience techniques that set them apart from the pack.

Using the Customer Experience to Conquer the Marketplace

Unless you’ve been traveling by train in France, you likely haven’t heard of the company Captain Train. Prior to its purchase for $187 million by Trainline Europe, it was a small travel website used to buy cheap French train tickets. What’s more, the market for selling cheap train tickets in France was already dominated by Voyages-sncf.com.

Captain Train saw an opportunity to offer something that consumers weren’t used to getting with their train tickets: an excellent customer experience. CEO Jean-Daniel Guyot created a policy where the company pledged to not only answer but also solve all customer inquiries withing 2 hours. When Captain Train actually delivered on that promise, they were able to achieve a whole new level within their industry.

(If you’ve read my latest book, “ICONIC,” you know how critical I believe it is that your PROMISE is congruent with your PERFORMANCE!)

Replacing Lost Items

One example of the Ritz-Carlton’s over the top customer service includes the hotel overnighting a laptop charger to a guest who had left it behind — along with an extra charger!

Smaller companies can also make up for the little disappointments in life. Kinsa Health manufactures thermometers that come with a small plastic cap to protect the tip. This is not sold as a stand-alone item. However when customers contact the company to request a new one, the company sends a replacement — without charge — along with a handwritten note.

Win Over Critics

A large part of the customer experience in a luxury brand hotel is making sure that no one is having a bad time. This should also be a concern for everyone seeking to deliver the Ultimate Customer Experience®!

Making certain that critics are taken seriously is especially important in the food industry — a lesson which Julia Baldwin, the CEO of After Dark Cookies has taken to heart.

Using the NPS score (Net Promoter Score), the company reaches out to their harshest critics, asking what went wrong. When people were truly dissatisfied, they are refunded AND given an additional free order, in the hopes they will have a more positive experience. Sometimes the most valuable feedback has come from these encounters…not to mention new raving fans!

Finding Strength in Small Size

Sometimes the solution for a growing organization to delivering the Ultimate Customer Experience® comes from realizing that your expanding size might mean that you need to do things differently from the traditional norms of customer service.

Wistia, a video hosting, creation and analytics company realized that they were not able to deliver quality customer service to scale via phones. Yet a large part of their success was based on the customer service they offered — especially going above and beyond throughout the set-up process.

They made the difficult decision to remove their phone number from their website. They switched instead to a robust online system of support. This included personalized welcome material such as emails and videos that help guide new customers through the set-up process. It has helped Wistia to continue being greatly admired for their customer service.

All too often, the examples of companies setting themselves apart with their customer experience come from the major players. We’ve probably heard enough stories about Apple, Amazon, Southwest, Nordstrom and the usual suspects.

It’s critical that small businesses – and even entrepreneurs and solopreneurs – discover that they should not be afraid to invest their resources to make themselves shine by delivering the Ultimate Customer Experience®

Are your employees an asset — or an expense?

Are your employees an asset — or an expense?

Feb 1, 2020 | ALL Business is STILL Show Business, Business Distinction, Sales & Retail

What’s your initial, gut-level reaction to this question: Are your employees primarily an asset…or an expense…to your business?

The critically important aspect is this:  If you see your people as primarily an expense — then, that expenditure becomes something we need to minimize.  In other words, we’re taught in business that profit comes from, in part, reducing expenses.  The more we keep our expenses in check, this basic theory of business goes, the greater the likelihood we will become more profitable.

However, the more we think about it, that’s simply not the total picture.  

Assets are vital points in our business that we seek to amplify and make more valuable.  When you see your employees as assets to be cultivated and enhanced — as opposed to expenses you need to reduce and minimize — you discover those assets becoming more productive…and, therefore, more profitable for your business.

Treat your colleagues like the assets they are, and they’ll provide Ultimate Customer Experiences ® for your customers and prospects and maximize sales opportunities that will help you create distinction and grow your business.

For more information on employee training and development options designed for custom outcomes, contact our office at 800-838-6980 x2, or email shelley@scottmckain.com.