First, please understand this very important point - whether you offer shoes, food, insurance, motorcycles, speaker services, meeting planning, financial services, healthcare, air conditioners, computers or computer software, tractors, fertilizer, telephones or telephone service, gasoline, oil, snacks, coffee or WHATEVER - that's not the business you're in! What?! What did he just say? You heard it right.
Question: If you sell technology, such as phones, software, computers, or networking - are you in the "technology business" serving people? If you sell pharmaceuticals, are you in the "drug business" serving people? If you're a financial professional, are you in the "financial business" serving people? If you are a speakers bureau selling "speaker services" are you in the "bureau business" serving people? The answer is NO. You are not in the Stuff and Services business serving people. You're in the people business offering the most unique, friendly, one-of-a-kind "Whatever it is you do" solutions. Once you've finally grasped this concept, you'll better understand the Emotional Branding and Ultimate Customer Experience program, because your focus and your gaze will be on the customer and on the relationship, not on products, services, pricing, features and benefits.
Your Product or Service Here: Whatever goods or services you exchange for currency, these "THINGS" these "COMMODITIES" are just some of the many things you have to offer. It's part of your inventory of stuff. Your company may be stocked with stuff, but believe it or not, this is not what you sell. You don't sell stuff, you sell solutions. You sell emotional connections and unique experiences. Your stuff is merely the bridge, the reason for starting the conversation and the relationship with the customer. This stuff tells people like me that you're another possible choice. I might just give you a try. But your stuff merely gets you in the game. I can get this stuff anywhere. In last month's newsletter we talked about commodities. I'm willing to bet that whatever it is you "sell" it's a commodity. There are plenty of others selling the same stuff, the same commodities. Therefore, you're simply a choice in a sea of choices. I don't need to come to your place to get this stuff. It's available at a lot of places. It's a "commodity." So why then would I choose to buy from you?
But we promise to be friendly, fairly priced, quick, etc. Doesn't that separate us from our competitors?
The fact that you "hopefully" offer and promise:
- Friendly, courteous, knowledgeable service
- Quick responses
- Attention to detail
- A fair price
- A well trained, motivated staff
...is just the beginning. It's the foundation, the minimum you should be offering to your customers. I wouldn't come to you if you didn't at least offer these minimum buying experience requirements. These promises get you in the game, along with the stuff you sell. You are still a choice and a commodity until I decide differently. And I won't decide differently until you begin to offer unique solutions - until you transform the moment and improve my life. You may make one sale and even get one or two repeat visits because of your price and list of promises, products and services. But these things alone cannot build customer loyalty and even begin to build your powerful, emotional and sustainable brand. These things alone will not separate you personally and professionally from your competitors. These things alone will not make you a better person. These things alone cannot make The Ultimate Sale.
The Ultimate Sale means you've sold that customer on YOU and only YOU - not on your stuff. And, The Ultimate Sale is what turns a typical customer into a raving, lunatic, loyal evangelist for life. And it is these loyal evangelists who will bring you more business and greater profits. Not just greater profits - Good Profits.
Yes, you are looking to make Good, not Bad Profits. What's the difference you ask? That will be the lesson in the next newsletter, so please look for it. Before you know it, you'll be on your way to owning a one-of-a-kind brand that people can't live without. Do you want to be irreplaceable in the minds of the people you serve? If so, don't pass up the next issue of the Ultimate Success Programs Newsletter!
Extraordinary Success Programs!
