Articles
Stand Apart, Stand Above
By: Patrick Galvin
America has believed that in differentiation, not in uniformity, lies
the path of progress. It acted on this belief; it has advanced human
happiness, and it has prospered.
— Louis D. Brandeis, United States Supreme Court Justice, (1856-1941)
Just as the United States has enjoyed success through differentiation, your business will prosper when you distinguish yourself from the competition. In fact, it is the foundation upon which buzz is built.
When we started our marketing firm, we turned down the first business that wanted to hire us because neither the company nor its products were different enough from the competition to generate buzz. Without a degree of difference, it’s virtually impossible to get customers and the media excited.
A friend, who is a plumber, has found her degree of difference in small acts that always startle and delight her customers. Unlike her competitors, she never charges for the minor parts such as washers, screws, and bolts that she uses in her plumbing repairs. However, when she prepares an invoice, she always shows the value for each part and includes the word ‘complimentary.’ Customers are delighted to get something for nothing and often remark that they’ve never seen a plumber give away parts.
When she completes a basic plumbing job, she gives the customer a bottle of Drano. Although it might eliminate some future routine work, my friend is happy because it guarantees customer loyalty and generates plenty of referrals for larger and more profitable jobs.
Another friend, who is a restaurant owner, also makes the little things count. He greets each dining party personally. At dinner, he offers his customers a complimentary palate-cleaning mango sorbet served in an elegant cordial glass with a splash of champagne. It’s a unique and delicious way to start a meal, and it sets him apart from other restaurants. As diners leave, he makes a point of holding open the door while thanking them and inviting them back soon. He attributes his booming business to loyal customers and their friends, and it’s his stellar service that creates the degree of difference that keeps people coming back.
Your path to success depends upon your ability to stand apart from your competitors. What can you to do startle and delight your customers enough to make them buzz about your business?