You’re at your neighbor’s house for dinner. She is serving you Quiche, at which point you made a face slightly resembling this……….?!!!!????!!!!???
As a result, you hesitatingly ask her to pass the salt……..
So what does this have to do with anything?
When your neighbor was passing you the salt, would you have thought twice about which brand it was? Was it Table Salt or Sea Salt?? Probably not. You would have taken the salt and irrigated your Quiche with it, correct?
The reason for this is because salt’s considered a commodity.
Commodity- Something that is needed, but for which there is really no difference across the market. In other words, there aren’t preferred brands of salt, generally speaking.
Far too often, businesses treat their products and services the same way – as if they were an everyday commodity, when in fact, there is absolutely nothing “everyday” about you, your service, or your products!
You just might not have been sure how to communicate that.
However, the problem with that becomes this:
When you don’t give your prospective clients a reason to pick your product over the other, they won’t. As far as they can tell, your product is just another salt shaker.All that matters to them is that the product gets the job done. And that’s the moment they start “shopping around”- because at that point, price is really the only differentiating factor.
Your Job?
Give Reason:
-Give them a reason to pick your product. -Give them a reason to become your #1 fan. -You are not a helpless pawn in your industry. -You are a Genius.
NOW ACT LIKE IT!
The way you do that has a lot less to do with what you + your product does……….and a lot more to do with how you + your product do it. You need to be strong enough to step up to the plate with your product and your personality.
It’s about the way you do something. It’s about the experience.
It’s up to you to evoke emotion, so you can help your customers FEEL SOMETHING, and by extension, CONNECT WITH YOU!
This is why creating a brand experience matters, and this is why it affects your bottom line.
Don’t stand out. STAND UP! And watch them stand with you.
Only then, once they feel like they belong with you, does the sales process even start-whether you knew it or not.
–Chris Dutton
Chris Dutton 