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What makes you different?
By Charles Martin | April 23, 2008
I often ask myself why Robeks is different than Jamba and why Peet’s is different from Starbucks. But, in the service sector it’s often harder to figure out.
What comes to mind is that what makes a Ritz Carlton better than a Sheraton is ultimately the lengths one will go to make an experience that much greater. There’s a clear line in the sand. As I mentioned in this blog before, I overpay for Chubb, I overpay for hotels like Joie de Vrie, and I overpay for other things. But how did these companies get to where they are and able to be worthy of my overpayments?
The answer lies in a long and steady COMMITMENT to good service, honest approaches, and culpability at every wrong turn. I’m sure Chubb has had claim fights with people but they don’t come up on Google too often regarding such. In fact, they come up more about how they paid Katrina victims in 8 hours while others waited 8 months. Nevertheless they have had their day in court but you don’t hear about it because they made GOOD on it.
If you are starting a new company like Burbank Scott is, you’ll need to be as different as the day is long without confusing your new customers. It’s a new world order. New products are twittering your way all day long so people are confused. Not an easy order to fill. There are so many new ways to crack an egg and in his business of home finance and insurance, those eggs are stale. The in-flux environment on Wall St. has left a good opening for folks like Scott but at the end of the day, you still need to solve people’s problems. Making sure your viral marketing gets lit Day 1 is a tough nut.
Fertilize often and don’t forget the basics.
Topics: Big biz, Sales Acumen | No Comments »