Here’s the problem with average: Average doesn’t spread very well.
- If you have an average meal at a restaurant, you still pay the bill, but you don’t bother recommending the food. That’s because we don’t recommend average food.
- If your accountant provides you with an average service, you still pay their fee, but you don’t bother recommending them. That’s because we don’t recommend average service.
- If your bank provides you with average customer service, you still pay your banking charges, but you don’t recommend them. That’s because we don’t recommend average customer service.
Why ‘average’ is so extremely common
A lot of small business owners make the mistake of assuming that because they get few complaints, their business offers an above average experience for their clients or customers. This is often incorrect. As you know, the average business is exactly that: Average!
They think they are better than average and wonder why they get so few word of mouth referrals. All the time, they are totally unaware that the problem is with their average approach to business. People are not spreading the word about them, because there’s nothing worth saying.
From average to exceptional
Here’s the thing: With just a little extra creative thinking, attention and effort, most businesses can quickly go from average to exceptional. When you become exceptional, people talk about you for all the right reasons. They share how exceptional your product, service or customer service is with everyone who will listen!
Making that switch from average to exceptional, is the most profitable thing any small business owner can do. It’s the second smartest marketing move you will ever make, (after hiring me, of course!)