Martz Witty
Head of the Martz Group.
www.martz.co.nz
In business we all talk about dealing with the competition. Interestingly, by definition, competition implies competing at a similar level with a goal to attain supremacy.
I immediately see a fundamental flaw in this train of thought in businesses today.
You see, ultimately, we strive to be the only ones who do what we do the way we do it. By definition, if you are unique, then there is no competition.
No one doing what you do, the way you do it.
So with this dilemma in mind, clearly we aren’t genuinely being the only ones who do what we do the way we do it.
This desired uniqueness exists only in your mind.
More work is required in terms of our service delivery, marketing statements and market positioning.
Too many businesses set their ultimate goal as being “to achieve our clients’ expectations” or even to “excel client expectations”.
Frankly, if this is the case, you’re setting the bar too low and won’t ever rise to truly being unique in the marketplace.
When your service delivery is much the same as Jo down the road, all the clients have to compare you with is price. That’s a beating to nowhere.
Statistically, across all industry types, it has been said that only 15 percent of people will leave you due to your price, but 68 percent will leave because of “perceived indifference” – or a feeling that you just don’t really care.
Setting aside dedicated time to improve your client interaction or “defining moments” can reap enormous rewards for the time invested.
As to what you should do – it starts with seeing things from the client’s viewpoint and perspective.
How? Well why not ask them.
Yes it’s scary and you will be confronted with things you might not like – but listen, and more importantly, act on it and you will have some very dedicated clients who really do want to see you succeed.
Feel the fear and do it anyway – get started.
Today – not tomorrow or next week or next month.
