February 6, 2012

BE DiFFERENT on the Threes - BE The ONLY One That Does What You Do

THREES - BE The ONLY One
THREES - Cut the CRAP
THREES - Sales Relationship Building
THREES - Dazzling Customer Service
THREES - Strategic Planning
BE DiFFERENT on the Threes

The ONLY Statement is the ultimate manifestation of your Distinctiveness; your Uniqueness. If you can’t claim that “We are the ONLY ones that…” you’re part of the competitive Herd awash with Sameness and commodity suppliers. Jerry Garcia, of The Grateful Dead said it this way: ” “You don’t want merely to be the best of the best. You want to be the ONLY one’s who do what you do”.

If you’re not spending copious amounts of time creating your ONLY, you’re not using your time wisely. And you’re falling deeper and deeper into the Herd. You won’t be noticed. You will be ignored. You will be DEAD. It’s just a matter of time.

Three steps to the ONLY:

1. Talk to the critical wants of The WHO. The people you have chosen to SERVE. Your target market. Remember it’s not about what you supply to the market; it’s about what your customers want. Do you know their top three wants? Notice I said :“wants” not “needs”. People today generally have what they “need”. The battle is over how to address what they “want” in a manner that ONLY you do.

2. Talk about VALUE. What benefits, solutions, memories, joy, experiences and happiness are you creating? Pushing products and services has a minimal role in The ONLY. We are seeking to claim uniqueness in the way we impact the lives of those we are trying to serve. AND remember the “P” word (Price) has no place here either. Price claims can NEVER be Distinctive. Easy to copy. Commodity behavior.

3. Make it specific. At the end of the day, your ONLY has to be delivered by people. They need to clearly understand what it means in granular terms. They need to be able to determine the appropriate behaviors necessary to “live” The ONLY. Leave helium-filled statements, vision-type claims and aspirations at the door. “We provide the best customer service” is way of target. Means different things to different people. Probably is untrue. Can’t be measured. Can’t be translated into a detaild picture of what it looks like in the field. Trash it.

Cheers,
Roy


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Strategy Creation | Marketing | Permalink
Posted 2.6.12 at 06:00 am by Roy Osing | Read Comments (0) | Leave a Comment