As Bernadette Jiwa noted in her new book, “difference”, it’s becoming more and more difficult to be different. In a world that’s constantly on, 24/7, how do you stand out? Well as she put it so succinctly, it’s not about being different; it’s about making a difference. Making a difference to the lives of your customers. Here are ten actions that I’m executing in the businesses I’m scaling:
10 Key Actions
- Observe the way in which customers use your product. Get on site; get online, whatever it takes to see them in action. This will bring you the insight you need to improve lives.
- Frame sales conversations around real people, not companies. Your prospect is a person. How are you improving the life of the production director, the CFO, the HR manager etc.?
- Ask them! Execute surveys to understand their worries, their experience, their wish list.
- Diagnose their priorities. Don’t guess.
- Look for symptoms that show specific parochial pain. Look for really specific issues that affect that prospect in that industry at this time.
- Look for ways of helping your client to improve their client’s performance.
- Frame marketing stories around outcomes that you can generate for customers. Case studies that allow clients to spell out the actual outcomes achieved are gold dust.
- Give them tools to prove you can improve their lives. Nothing wrong with a simple ROI spreadsheet that they can play with.
- Demonstrate the consequences of doing nothing.
- Go beyond standard and create something that nails their issue. Something worth remarking on or remarkable if you prefer.