Defining Your Competitive Advantage
How many times have you asked an industry professional as to what they do and got a generic answer in the lines of:
"Our company does lighting & A/V"
"We offer branding solutions"
"Catering is our game"
I was one of them. Yes, these are tools and I don't want to undermine it one bit. In fact, you wouldn't have a business (especially if you are product based) if you would not communicate what you provide. But I feel like a lot of people confuse the word product and service. Because what defines one company from others is Service(with capital S).
You can have the best product out there but if the clients don't receive the attention and answers, you will only be able to secure a fraction of potential business. And unfortunately all too often the Service portion is undermined.
(as you noticed, I like asking that question)
A lot of times it has to do with training and on-boarding of new employees and continued education for existing team. Often it's due the lack of technology implementation. Company culture and purpose plays a major role too. (we will discuss that in one of the future newsletters).
No matter what the problem is, your clients are feeling it.
I can not count how many times I've had heart to heart conversations with established business owners about obvious and apparent flaws and got all kinds of reactions: defensive, sarcastic, "we've always done it like this", and the list goes on.
Yet, everyone wants more business and will trump over competition to get an extra client. However, very few think on a larger scale that if as an industry as a whole, we would deliver better service, more clients would come to South FL. MACRO not MICRO is the approach. Finding PURPOSE besides generating cash will give you a different perspective.
In the meantime, what micro solutions can you implement in your organization that can help you deliver better service?
I will mention just three however a lot more can be explored:
1. Courtesy always comes first and a genuine interest in helping.
Remember, it's about them, not about you.
2. Consistency & knowledge of your product are utterly important.
There is nothing more frustrating when you can't get the right answers or the answers constantly differ.
3. And finally providing creative solutions that eliminate your client working harder
Always think from the clients perspective and remember that you are a solution provider.
If you share our passion for service, we want to hear from you. Get in touch and visit us in our new office @ CIC Miami.
Chief Experience Officer
Hospitality & Culinary Collective
p.s. Know somebody in our industry that could benefit from these tips? Just send them this link to SUBSCRIBE for future newsletters.