Differentiate your Business: Simplicity and Consistency Monday Morning Business Gem
In order to land work in these economic times, a business must command a premium for a product or service. If the product or service is seen as a commodity, the purchase decision will be made on price alone. I really don't care where I buy my gas. I perceive it as a commodity and will buy it wherever I can get the best price. However, if I perceive some form of added value in a company's product or service, I'm willing to pay a premium. I pass seven bicycle shops and drive 30 minutes to have my bike serviced by the shop where I'm known by name, get a fast turnaround, treated honestly and fairly and whose service is impeccable. (For those of you cyclists in the Seattle area, check out the Montlake Bike Shop <http://universalbusinessdesign.createsend1.com/t/r/l/iukugl/pdtlkukx/h/> .) Often times, it's the simple things that make all the difference. Or should I say, the simple things done well and consistently. A while back I presented a full-day workshop to an elite group of custom home builders in Kohler, Wisconsin. Business travel is not my favorite past time. After two flights, a sprint through the Minneapolis Airport and managing to turn a one-hour drive into a three-hour affair, I was ready to call it a day. Upon my arrival at The American Club Hotel <http://universalbusinessdesign.createsend1.com/t/r/l/iukugl/pdtlkukx/k/> , things began to brighten. I was greeted by the valet who informed me that the hotel offers complimentary parking and asked if I'd like him to park my car. Nice touch. After an efficient and pleasant check-in, the bellman escorted me to my room, oriented me to the hotel, and answered my questions. As he was leaving he asked, "Mr. DuRoff, are there any additional hotel services I can offer you at this time?" I thought this was a terrific question. It opened another opportunity to serve, allowed me to quickly assess my needs, and showed the bellman genuinely cared. I told him there was nothing in the moment and thanked him for asking. Time for room service. After placing my dinner order the operator asked, "Mr DuRoff, are there any additional hotel services I can offer you at this time?" Same question! Either I was living in the "Twilight Zone" or being served by a system. Later that evening, I carefully listened as I placed my wakeup call…same question. When my phone rang to rouse me the next morning …same question. And so it went for my entire stay. During my presentation, in the midst of a lively discussion on the value of systems, I asked if anybody recalled what the employees of the hotel say after every customer interaction. Half the room knew the phrase verbatim. As we discussed this, we agreed that the question was asked sincerely and with a great deal of care. It was not, "How 'bout some fries with that burger." Nobody felt like we were being served by robots, yet the words were virtually identical from every staff member. I was so impressed by this (and many other interactions I had with the staff) that I sought out the hotel manager. I was not surprised that the phrase and its use were carefully thought out. The manager told me that he and his staff seek to identify every recurring customer interaction and develop an optimal response to each. They refer to these interactions as 'moments of truth'. When there is a discrepancy in the bill or when a guest gets wheat toast instead of white, every staff person knows how to respond and what action to take. This is pro-active, strategic thinking at its best. The more common tactic is reactive...wait until a staff person is in the heat of battle, attempting to calm an irate customer and hope he or she steps up to 'save the day'. Doesn't it make more sense to think this through beforehand and arm your staff with the tools they need to succeed? What separates the Nordstrom's of the world from their competition? Why does FedEx dominate the overnight delivery market? What are the 'moments of truth' that your business faces that you and your staff could handle predictably and consistently, distinguishing your company from your competitors? A simple idea, executed consistently, can separate business contenders from pretenders and help a company maintain profitability in these difficult economic times. Warmest regards, https://i6.createsend1.com/ti/r/33/29A/FF4/164322/csimport/mmbg_sig_5.gif Dennis DuRoff Know someone who might be interested in the email? Why not forward this email to a friend <http://universalbusinessdesign.forwardtomyfriend.com/r/pdtlkukx/3B971B02/iukugl/l/i> ? Contact Dennis if you are a semi-custom or custom home builder and would like information about our turnkey newsletter for your business. Click here and press send <mailto:den...@dennisduroff.com?subject=Please%20contact%20me%20about%20the%20newsletter%20for%20home%20builders.> . (206) 722-6067 - Phone (206) 725-2263 - Fax den...@dennisduroff.com - Email www.dennisduroff.com <http://universalbusinessdesign.createsend1.com/t/r/l/iukugl/pdtlkukx/u/> - Website -- You received this message because you are subscribed to the Google Groups "BETTER PERSONALITY GROUP" group. To post to this group, send email to better_personality@googlegroups.com. To unsubscribe from this group, send email to better_personality+unsubscr...@googlegroups.com. For more options, visit this group at http://groups.google.com/group/better_personality?hl=en.
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