Smell the Coffee - You are a Commodity


As you walk down the supermarket aisle shopping for coffee your default setting is to buy your normal brew.  Why make things difficult right?  

As you walk down the supermarket aisle shopping for coffee your default setting is to buy your normal brew.  Why make things difficult right?  

 

Your current brand hasn’t disappointed you, you know what to expect and so now, as a savvy shopper, you look out for the special deals on that brand to save some money. 

 

But after a while the taste gets a bit ‘samey’ and you look to try something different, usually something a bit more exotic or expensive to treat yourself, after all you’re worth it.

Subconsciously you know that even if you don’t like the taste of the new coffee it’s not the end of the world.  The cost of a jar of coffee is probably the same as a normal coffee at Starbucks (a Venti, Trenta, Grande or whatever they call it these days), so you know it won’t break the bank - and you know you can always go back to your original brand. 

 

But what has this got to do with business I hear you ask.  Well in business today and in particular professional services your clients struggle to go down the aisle and select the best firm to help them with whatever problem they have.

 

They cannot afford to chop and change if they don’t like the way you operate; especially when you are talking about a service which may cost hundreds or thousands of pounds, the cost doesn’t compare to a jar of coffee (even if it is Rainforest Alliance Certified).

To a potential client, all professional services firms are the same.  They are all qualified and experienced and in their opinion (which is what matters) provide the same expertise.

 

As a result they shop around and opt for the cheapest.  To them, like it or not, you’re a commodity.

 

Yes of course relationships matter especially when promoting a non tangible service.  But how can you build on a relationship if you don’t have a relationship in the first place?  You don’t end up marrying someone if you haven’t, dare I say it, been invited in for a coffee first.

 

So how can you stand out?  How can you demonstrate where and how you add value?  If you don’t want to be competing on price, and frankly who does, you need to communicate clearly and consistently the value you can provide the client.

 

At My Marketing Delivered we help recommend and deliver marketing activity linked to our client’s business goals and hit every deadline.  That’s why we communicate Get to where you want to be.  Quicker. ™ 

 

Look at your own business and ask yourselves what value does it provide and how do you demonstrate this to the people who matter.

 

Posted by: Binal Sawjani on Oct 8, 2013
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