Here’s a great way to make your business stand out from the crowd for all the right reasons!
A common marketing problem
Most businesses really struggle to develop something uniquely valuable about their services. That’s why your local; accountants, designers, insurance companies and recruitment firms etc, seem so similar and find they have to sell their services based on prices or fees.
- They use the same generic promises.
- Offer the same or a similar range of services.
- Advertise in the same places.
- Attend the same events.
- … and thus make themselves all-but invisible.
They are pretty-much camouflaged, which is the exact opposite of what they need, if they want to gain the attention of prospective clients or customers!
Companies that look too similar to their competitors, find that their prices or fees are the only thing a prospective customer has, to measure their VALUE compared to the others. As a result, these companies find themselves competing for business based on price. They blame the marketplace for being too cost-conscious or fee sensitive; when in reality it is they themselves that have failed to show the marketplace enough unique value.
Marketing and customer service
One way to really stand out and make a GREAT name for your business, is to provide genuinely exceptional customer service.
Here’s why: Offering exceptional customer service is one of the best ways to retain your existing customers and develop new ones at the same time. It’s a super high leverage activity.
After all, people universally adore being looked after and being made feel special. If you want to plug your business into the power of word of mouth marketing, this is a superb place to start.
The great news is that customer service excellence is rare today – So rare that when you provide it to people, they tell everyone. In other words; if you become one of the few businesses that takes people’s breath away with YOUR customer service, your business can generate stacks of powerful word of mouth publicity.
A recent example
I needed to get my car repaired last week, so I used a local garage that had been highly recommended to me. The garage examined the car and gave me a quote. They were very highly recommended, so I told them to go ahead and fix it. They told me that my car would be ready in two days.
The garage owner called me the next day, to say that my car would be ready to collect on time and offering to send someone to come and pick me up, to collect it! When I arrived at the garage, they had repaired my car and given it a thorough clean; inside and out. It looked like new. There was a small note left on the passenger seat, with a list of free extras they had provided. For example, they had filled up the screen wash and made sure the car’s tyre pressures were correct. They also must have noticed my 4 year old son’s child seat, so they left a Disney stories CD in the car too, again with their compliments.
These are fairly small, inexpensive things to offer; yet they make a huge difference and have a massive positive impact on how their customers ‘feel’ about them.
What did I do after being treated like this? First off, they got a MASSIVE tip from me. In reality, my tip probably paid for all the extras 3 times over. I also asked them for a pile of their business cards, which I have been handing to everyone I know locally; telling them how great these people are and what an amazing service they provided.
Promising exceptional service is easy.
The CHALLENGE is providing it!
If you want the marketplace to shout about you from the rooftops, your level of customer service has to be worth shouting about.
In my experience, business owners typically believe they already offer a good enough level of customer service, when in reality they are not even close. They try hard and go the extra mile – but so do all of their serious competitors. That’s just average – it’s not ‘exceptional.’
It’s easy to find out if we really are offering this level of service, because we will already have people eagerly recommending us to their contacts and friends. We will already have the marketplace buzzing about the wonderful way we look after people. We will have people sending in their résumés, because they really want to work with us.
If you are not getting that kind of traction, you might want to try this: Think of some companies you know, who already offer breathtaking customer service. They don’t need to be in your industry.
Next, write down what it is that they do, which YOU could do, to make people feel just as good about you and your services. Then, work on adapting those ideas in a way that works for your business. It takes a little effort, but it’s well worth it.