Be Different or be dead

September 15, 2014

Why under-promising and over-delivering is a dishonest sales scam

Source: Pexels

Why under-promising and over-delivering is a dishonest sales scam.

The “under-promise and over-deliver” sales tactic reeks of dishonesty and utter disregard for human decency

What it really says is “We will force you to lower your expectations and then we will deliver a little bit more”.

Lower the bar and walk over it rather than set the bar at the level you expect and then leap over it.

The result is that you finally get what you want (but no more) but were manipulated to get it.

Forcing someone to accept less and then surprising them by delivering what they originally wanted is not a good formula for long term success.

It’s short sighted and sleazy.

The right thing to do is promise what the customer wants and then surprise them by over-delivering

The end game in the business of serving people is the unforgettable moment; the moment when someone is dazzled by the way they have been treated; by the delightful unexpected experience they had.

Forgettable moments are created when someone is subjected to underhanded tactics.

Create them at your peril.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 9.15.14 at 04:58 am by Roy Osing
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September 8, 2014

Why common mission statements organizations create are ineffective and worthless

Source: Unsplash

Why common mission statements organizations create are ineffective and worthless.

Why are most business plans replete with mission statements that are meaningless?

They are exhausting; they tend to all resonate with similar themes.

A mission statement is the ultimate selfie.

It’s all about the organization. What the organization thinks about itself. What you aspire to be. What you think makes you great.

Almost every ‘About us’ page on a company’s web site shares a mission statement like this one:

“Delight. Yes, delight. Simply put, that’s our mission: To delight you with the products, services and customer support that we provide to you every day.”

Does anyone really believe this tripe?

Customers get little helpful information from mission statements like this.

This type of claim may declare the intent of the organization, but it provides no useful information in terms of why people should buy from you as opposed to the other choices they have.

In addition, most businesses say the same thing; they intend to ’delight’ customers; exceed their expectations; exist for them and so on. Nothing particularly new or special here.

This is nothing more than a selfie shot

Mission statements are helium-filled. They communicate at the 50,000 foot level. The average reader doesn’t understand nor do they believe what you say.

What’s missing?

Rather than the infatuation with your mission statement, I would like to see this on your company website on the About us page:

“The reason you should do business with us and not our competitors is…”

Acknowledge that people have choice.

Give people a reason why they should buy from you and no one else.

Take a deep breath.

If you have nothing meaningful and helpful to say to others, perhaps saying nothing is the best course of action.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 9.8.14 at 03:24 am by Roy Osing
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August 25, 2014

Why being different is urgent for survival and success

Source: Unsplash

Why being different is urgent for survival and success.

Never has it been more important to carve out a distinctive and unique place for your organization in the market than it is today

The economy is unpredictable.

Competition is intense as new competitors are entering the market at a blistering rate.

New technology disrupts organizations relentlessly.

Markets are cluttered with sameness; products and services are undifferentiated and competitive claims are lost in the crowd.

Customers are more empowered than ever before, establishing relationships with suppliers that deliver distinctive solutions and ignoring those that don’t.

Which organizations are successful and survive this challenging business environment, and what separates them from the others that struggle, hang on and eventually fail?

Those that are able to win this battle are different from their competitors. They survive the scrutiny of the discriminating customer by providing relevant, compelling and unmatched value.

Those that have no distinctive identity simply don’t make it.

They die.

How can organizations stand-out from the herd and distance themselves from it?

Business plan — It starts with reinventing how strategy is developed. The emphasis is shifted from strategic direction to execution. Many plans look good on paper but can’t be executed. They are theoretically pristine but worthless as they fall short of delivering results.

The strategic game plan — business plan —  in common lexicon, is designed for execution and is created by answering 3 questions:

1. HOW BIG do you want to be? - growth goals;
2. WHO do you want to SERVE - target customers to achieve growth;
3. HOW do you intend to compete and WIN - the value proposition that gives the WHO reasons to buy ONLY from you. Being the best of the best is ignored; being the ONLY ones that do what you do is coveted.

Marketing — Marketing is focused on creating experiences rather than flogging products. Investing in current loyal fans is given priority over providing special promotions and deals to acquire new customers.

Mass markets are ignored in favour of concentrating on the individual and discovering their secrets that will unlock economic value. The world of ME gains momentum.

Customers are looked at holistically; experiential packages are designed for each of them to satisfy their broad life desires. Creating happiness is the marketer’s end game.

Customer Service — Customer service the way it has been traditionally practiced is out; SERVING customers is in with the end game to dazzle the customer and take their breath away. Internal rules and policies are re-vectored to make customer engagement a friendly process.

The customer is brought in to the organization to get their fingerprints on how they want to be treated.

Leadership —  Leadership is practised by serving around is the new culture. “How can I help you?” are the words leaving leaders’ lips not “Do this.”

To Stand-out from the Herd you need to provide VALUE that people CARE about and that is UNIQUE. Failure to deliver and you’ll be IgNORED, InVISIBLE, CoMMON and DeAD (sooner or later).

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 8.25.14 at 02:36 am by Roy Osing
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August 18, 2014

Why is technology something people in business want to dabble in?

Source: Unsplash

Why is technology something people in business want to dabble in? Technology seems to be the ‘sexy’ part that people love to play with.

Sure, the technology of business has changed.

Virtually every business function is inundated with new ways to enhance the PROCESS of conducting business.

This is a good thing.

But the ‘noise’ of the new tool set at times seems to drown out their real purpose.

Efficiency seems to be the trump card; effectiveness is the deuce.

Businesses chase new AI technologies to serve their customers. They really want to manage (reduce) costs but they claim the personalized service actually improves. Chatbots start to pervade the customer engagement space.

But hey, technology is sexy and people love to dabble with it.

It’s cool.

But what about the basics of business?

What about the end game?

It hasn’t changed at all.

Offer uniqueness to people. Be special. Stand-out in a crowd. Get noticed. Attract attention.

Provide value that people care about. Experiences they cherish.

Strum a note that resonates with people; makes them regress to their child state and be happy. Even if it is out of tune.

‘Sexy’ attracts too much attention these days.

The basics are often forgotten.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 8.18.14 at 02:32 am by Roy Osing
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