Ask a company why you should choose to do business with them instead of their competitors and the most common answer is “Because we’ve got the best people!”
Well, now. Do you really? OK. Then tell me what your people are willing and/or able to do that your competition’s people are NOT willing and/or able to do.
Unless you can tell me that, and prove it, then you’ve got nothing but a cliche.
One reason (among many) that I am so loyal to Cheryl Plummer, my banker, is that she is willing to respond immediately when I’ve got a question or a problem. Her competition isn’t. Thousands are loyal to Zappos.com because their customer service people will take as much time as you need when you call. Many of their competitors aren’t willing to do that. I’ve won lots of business over the years because I offered to fly to a prospect and discuss whether or not I’d be a good match for them My competition wasn’t willing to do that. It’s part of your competitive strategy.
Any of us who claim “The difference is that you get ME!” or “Our people are better!” had better be ready to put up or shut up. What are you willing to do……that they won’t or can’t do?
