It’s easy to race to the bottom. You discount your rate, cut corners, and become a commodity. As New York Times Bestselling Author Seth Godin says, “…the problem with the race to the bottom is that you might win. You might make a few more bucks for now, but not for long and not with pride.”
Rising to the top makes a lot more sense. And, it requires effort, insight, innovation, alignment, consistency, and sustainability. Rising to the top also takes distinguishing your company in the marketplace.
Like many business owners, when I first got started two decades ago, I struggled with differentiating my services from all others. It wasn’t until I outlined my signature approach that separated my services from all others that did similar work.
I remember getting a call from a company who wanted me to professional coach one of their executive leaders. Like many companies, they were talking to other experienced Master Certified Business Coaches. While the certification helped, it wasn’t what made me different.
It wasn’t the fact that I could provide references, outline specific outcomes, or offer various assessments. It boiled down to my unique systems approach and the distinctions I would show that leader that were part of my signature program.
My branded signature approach made the difference. You see, prospects can’t put their hands around vagueness. When they can actually see the branded process, model, or approach, that’s when you distinguish your services from all others that do similar work.
Several years ago a real estate broker that I mentored felt that she and her team were over delivering to their clients. It turns out she was providing a number of value-added services to her customers. So were a lot of other realtors.
What would elevate her to the top? In looking at what she uniquely provided, I asked her two questions. I asked her if:
(1) her clients wanted the extra service; and
(2) she was charging for those added services.
She thought for a moment and realized that she was providing the value-added services without extra charges. She also realized that this particular customer may not have even wanted the added services. After this conversation, she would ask and listen to her preferred customer base on what they really wanted.
It didn’t take long for us to identify her unique model which included steps that no other realtor offers. She aligned her distinct value-added service options that her clients needed with her model to explain how she was different from all others.
We also identified several levels of services so her customers could choose the level of service. The conversation then switched from a “race to the bottom” discussion, to a defined services that the clients wanted and needed. More importantly, her signature model elevated her realty office to the top of all others that performed similar services.
She markets her signature program that separates her from all other residential realtors. People are attracted at her service offerings that go beyond just listing the house.
I invite you to look at what you’re offering that distinguishes your products and services and that your clients want. What you find will put you in a position to transform your conversations, your brand, and the value you provide.
Upcoming Master Class
If you’re open to be mentored through a framework to uncover your Signature Asset that distinguishes you in the marketplace, I invite you to Create Your Signature Program on September 16-17, 2021. Create Your Signature Program a practicum to build your value-added Signature Asset that gives your company distinction in the marketplace. MORE
About Lisa Mininni
Lisa Mininni is a best selling author, President of Excellerate Associates, an organizational development company, and Founder of the Business Innovation Lab CoWorking & Conference Center. Lisa is considered by many to be one of the most innovative mentors on human wiring, creating distinctive company cultures, and building high-performance leaders and teams. More at ExcellerateAssociates.com