“We have the most responsive customer service.”
“Our quality is the highest.”
“We hire the best.”
Saying you are better means that you view the world from your perspective. Your customer then has to translate your “better” into how it specifically helps them make the progress that they seek. Because customers are busy, that translation rarely happens. And sales don’t grow the way you want them to.
This Week: Have your leadership team individually redraft your website homepage to be about how you help your primary customer segment get their jobs done better. Have them bring their drafts to a brainstorming meeting to begin to see the world from your customers’ eyes.
Your company is or can be better in a way that really matters to your customers. But your customers are already busy. Don’t make them work hard to translate the tangible value that your uniqueness brings.
Need help defining your strategy?
If your strategy is not a clear as you think it could be, I encourage you to take a look at our new suite of services. From half-day workshops to multi-month engagements, we have several ways to help you and your team quickly get clarity around how you can win.