10 years’ ago, I bought my first 4×4 off roader. Part of the experience was to enjoy a days’ training learning how to drive the vehicle off-road. And what an experience that was, a unique event that sticks in my mind even to today.
The only way to avoid being branded a commodity is to wrap your product or service around an experience. An experience of using it.
What’s your experience? It’s not your USP – unique selling point – these are so easily copied by your competitors. I’ve never known a truly unique USP.
What do you do for the customer before, during and after the sale? What’s the experience you provide?
Let me explain further with an example.
A mortgage broker takes care of the product need of her customer, choosing the right deal and organises all the paperwork for her client. What’s her experience before, during and after? She’s sharpened up her communication ability so is able to communicate effectively with all her clients; she’s a pleasure to deal with, is prompt with her administration and has a testimonial book to envy the very best.
But many mortgage brokers do that.
In additional, she gives advice on remortgaging two years’ later, send out birthday cards, gives home DIY tips by partnering with a home diy expert. Gives advice around moving, extending or staying, again using the expertise of a partner.
She helps her clients in selling their home although earns no commission. She has a unique YouTube Channel with updates and insights into the housing market. These insights are shared in her blog, her eZines. She has a Facebook business page that links to all her clients and shows a personal face as well as a business face.
Now that’s an experience, and she could never be accused of selling a commodity. There are many mortgage brokers who do, and have not survived the economic mortgage market collapse.
The ones who provide an experience have.