Last week, I met with my marketing team on several topics. One of the key areas, stemming from the strategy session with my international advisory board in Sydney is “what is my unique differentiation and value proposition”. I have always been passionate about providing exceptional service which ONLY can occur if you have empowered and engaged employees. Thus, we decided upon “I work with manufacturers and distributors (with deep expertise in aerospace, building products and food industries) to make and KEEP bold customer promises by empowering people with profit-driven strategies. From my point-of-view, the promises and profit have to go hand in hand.
As we developed this statement, my marketing guru asked me about my bold customer promise. I thought that was a great question (and I had never thought about it for me) yet it was easy to answer — my clients will get results.
So, what does this have to do with pancakes?!? The weekend prior I went on a food tour of La Jolla — quite amazing! We went to Richard Walker’s Pancake House on the tour, and returned the next day for a pancake spread. Richard Walker is known for gourmet pancakes, and they refuse to expand beyond the capabilities in San Diego and IL (their flagship store is in Schaumburg, IL, which coincidentally is where I grew up!) because they want to maintain their bold customer promise of high quality gourmet pancakes and breakfasts. Although I am definitely a wheat pancake with nuts, chocolate chips and bananas person, we tried several and this German pancake is simply amazing (see below).
One tip to implement this week:
So, what is your bold customer promise? We ALL have customers, whether our customers are other departments within our company, our boss or traditional customers for product and services.
For this week, don’t get too worked up trying to think about your bold customer promise. Start by thinking about your view of your customers. Do you know what they want? A fantastic-sounding bold customer promise does nothing for them if they don’t care about it! If you get to know what your customers want and need to be successful, it will go a long way.
For example, my customers typically want growth, improved customer service levels, increased profit, quicker cash cycles and engaged employees. However, each customer is different. Making these assumptions will be useless if I meet a customer who just wants to improve repute.