“Great company care breeds familiarity.”
SEEING A DIFFERENCE
I was in the store picking up some glasses for my wife and struck up a conversation with the sales associate. He talked about his struggle to compete with every other lens and glasses store in town. He said, “Everybody sells glasses.”
Then I asked what makes his store and brand stand out. His answer was what you would expect from any employee of any retail store. He said, “We sell great lenses and frames for men, women and children. We feature top of the line brands and stand behind them. We have the greatest team of employees around.”
“Really?” I asked. “Are you the only store that sells great lenses and top of the line brands? Do you only hire the top ten percent of interviewers in hiring? Chances are the answer is no.” He agreed with me.
“So, what makes us different?” he asked. I suggested that he talk with his most frequent customers to find out what they like best about his store. I like the store because they are located all over the country and I can walk in any store and get my frames adjusted. But the real reason I like this franchise is that I am always treated like a valued customer in every locality I have ever been in to shop or for service.
The only difference between stores
is the way they treat their customers.
John Maxwell quoted this Nordstrom’s Department Stores slogan years ago…
What makes people buy Starbucks when they could get less expensive coffee somewhere else? Why (particularly in Florida) do people like to shop in Publix supermarkets? What has kept Best Buy, PetSmart, Lowe’s, and your local independent grocery store in business? It’s the way they treat their customers.
There is an equation to delivering great value to customers.
Features + Benefits = Value (Profits)
Learn this equation and your sales and service will outpace everyone else.
Features: What you like about what you think people buy from you.
Features are what you, the seller think the widget is worth. It is made of high quality steel, plastic, silicon or whatever material you value in the industry.
Your widget has won awards from JD Power and your industry. In a recent survey that you show to everyone, your widget was selected as the top widget by a specific group of evaluators or customers. You carry a notebook to show the awards and reviews you have received online.
Your company gives out awards and you have won the top ones. You are a million-dollar sales person, Diamond Club Sales Associate, certified and accredited by the Association of Widget Companies of America and Canada.
Your attitude is that customers are “lucky” to be talking with you.
However, most customers don’t buy the widget because