A few weeks ago, I pulled into a convenience store that had a banner out front touting “Best Quality, Fastest Service and Lowest Prices.” When I went into the store it was dirty, and the prices were double what I expected. I even had to go find the cashier! The Sales and Marketing arm of this store did their job of getting me in the door – but Operations didn’t deliver on the promise.
What Are Your Unique Differentiators?
Great companies know how their offerings are unique from their competitors. When there is nothing unique, the company can only compete on price. The Sales team regularly uses the company’s uniqueness to promise target market clients that they’ll get what they want. Other common marketing terms for this are “differentiators” and “value proposition.” It’s what makes your company different and unique. Your “uniques” resonate with your target customer, and engage them to do business with you.
In his book “The E-Myth”, Michael Gerber teaches us that what our clients really want is a consistent product. They want to have certainty that they’ll be treated the way you promised them they would be, over and over again. When this does not happen, customers come in the door…. but head right back out again.
Are You Living Out Your Unique Differentiators?
Do you have a promise-delivery disconnect with your company’s uniques? Start fixing it by:
- Getting your entire company to learn and live the promise of your “uniques” – don’t let them live with just your Sales team.
- Ensure that your processes for delivering your product or service live up to your “uniques” with every touch point.
Next Steps
- Share this post with your network or add your comment below!
- Check the strength of your company with the EOS Organizational Checkup.
- Download a free chapter of Get a Grip to learn practical ways to use EOS in your company.
This article was originally posted on the Traction First blog on April 24, 2016.
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