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Issue #33 ~ November 24, 2009 Printer friendly PDF file
What Are You Known For?
Your Value Calling Card
Cadillac. Burger King. Staples.
What do these companies have in common? They are each very well known for something. What they are known for may not be unique to them, nonetheless, they each have a calling card that precedes them in the minds of most consumers. While some of it may be due to a focused marketing effort, they all back it up with the quality and service they provide.
Cadillac. They are known for being the best. For the longest time, when you were going to buy a new car and you wanted to buy the best, you bought a Cadillac. Even though new players like Lexus, BMW and Mercedes have entered the game and have their loyal following, the Cadillac is still the gold standard when it comes to quality and luxury.
In fact, Cadillac has become so ingrained as the epitome of greatness that it has almost become adjective-esque in our vocabulary. Whenever you want to describe something as being the best, it is always said to be “the Cadillac of all widgets!”
Burger King. BK is known for providing your hamburger exactly the way you want it. For example, you can simply order a Whopper and you’ll get a burger with all the fixin’s. BUT WAIT! You’re on your way to a presentation and your stomach is growling louder than the radio. You’re crunched for time so you’ll have to hit a drive-thru. You can’t water the eyes of your prospect with funky breath so you have to eat something without onions. Well, luckily Burger King allows you to order it without the onions!! Phew! Saved by the King!
(Pssst! You can also order sans-onion at McDonalds with the Quarter-Pounders and at Wendy’s with their hamburgers as well. But it is Burger King that is synonymous with catering your specific hamburger needs.)
Staples. “That Was Easy!” When you need office supplies and need them without any complications, you go to Staples. When you need something printed or copied on the fly, you go to Staples. When you need assistance with purchasing a piece of technology (e.g. computer, printer, camera, software) you go to Staples. Why? Because they make it easy.
Could you also get excellent products, service and technical assistance at your local downtown office shop? Sure you can! Are they “known” for it? Maybe. But in our hectic day-to-day schedules, when we need something for the office, Staples has made it EASY for us to decide where to go.
So what are YOU known for? Is your answer based on what you think you’re known for, or is it based on what your customers have told you? If you’re not sure, ask some of your best and loyal customers what it is about you that they continue to choose to do business with you. It’s possible their answers may surprise you.
For example, there is a company I work with whose product is the “Cadillac” in their industry. It carries a great warranty and is installed by a crew with incredible work ethic and attention to detail. For the longest time, the benefits of the product, the warranty and the hard working crew were believed to be the major selling points. Although these things were important, when their customers were asked what they valued most about working with them, it was the professionalism and communication from everyone in the organization that resonated throughout every response. It was those two qualities that really separated them from any other company their customers had ever worked with.
So, again I ask you, what are you known for? Here is your homework assignment. First, either call or ask just ten of your best customers the next time you call on them what it is about you or your company that drives them to continue to loyally do business with you. Second, ask them to take a couple minutes to put it in writing.
Now that your calling card is identified, utilize it with new prospects when giving your presentation and by providing them with copies of those customer testimonials.
Now Go Get ‘Em!!
Your Value Calling Card
Cadillac. Burger King. Staples.
What do these companies have in common? They are each very well known for something. What they are known for may not be unique to them, nonetheless, they each have a calling card that precedes them in the minds of most consumers. While some of it may be due to a focused marketing effort, they all back it up with the quality and service they provide.
Cadillac. They are known for being the best. For the longest time, when you were going to buy a new car and you wanted to buy the best, you bought a Cadillac. Even though new players like Lexus, BMW and Mercedes have entered the game and have their loyal following, the Cadillac is still the gold standard when it comes to quality and luxury.
In fact, Cadillac has become so ingrained as the epitome of greatness that it has almost become adjective-esque in our vocabulary. Whenever you want to describe something as being the best, it is always said to be “the Cadillac of all widgets!”
Burger King. BK is known for providing your hamburger exactly the way you want it. For example, you can simply order a Whopper and you’ll get a burger with all the fixin’s. BUT WAIT! You’re on your way to a presentation and your stomach is growling louder than the radio. You’re crunched for time so you’ll have to hit a drive-thru. You can’t water the eyes of your prospect with funky breath so you have to eat something without onions. Well, luckily Burger King allows you to order it without the onions!! Phew! Saved by the King!
(Pssst! You can also order sans-onion at McDonalds with the Quarter-Pounders and at Wendy’s with their hamburgers as well. But it is Burger King that is synonymous with catering your specific hamburger needs.)
Staples. “That Was Easy!” When you need office supplies and need them without any complications, you go to Staples. When you need something printed or copied on the fly, you go to Staples. When you need assistance with purchasing a piece of technology (e.g. computer, printer, camera, software) you go to Staples. Why? Because they make it easy.
Could you also get excellent products, service and technical assistance at your local downtown office shop? Sure you can! Are they “known” for it? Maybe. But in our hectic day-to-day schedules, when we need something for the office, Staples has made it EASY for us to decide where to go.
So what are YOU known for? Is your answer based on what you think you’re known for, or is it based on what your customers have told you? If you’re not sure, ask some of your best and loyal customers what it is about you that they continue to choose to do business with you. It’s possible their answers may surprise you.
For example, there is a company I work with whose product is the “Cadillac” in their industry. It carries a great warranty and is installed by a crew with incredible work ethic and attention to detail. For the longest time, the benefits of the product, the warranty and the hard working crew were believed to be the major selling points. Although these things were important, when their customers were asked what they valued most about working with them, it was the professionalism and communication from everyone in the organization that resonated throughout every response. It was those two qualities that really separated them from any other company their customers had ever worked with.
So, again I ask you, what are you known for? Here is your homework assignment. First, either call or ask just ten of your best customers the next time you call on them what it is about you or your company that drives them to continue to loyally do business with you. Second, ask them to take a couple minutes to put it in writing.
Now that your calling card is identified, utilize it with new prospects when giving your presentation and by providing them with copies of those customer testimonials.
Now Go Get ‘Em!!