Sunday, September 6, 2009

20 Ways to Beat the “Big Boys”




Branding and standardization are a popular buzz phrase for the ““Big Boys.” Their branding usually focuses on largeness. Standardization is so important to the “Big Boys” because it is difficult to manage a large organization without standardization. One of the favorite expressions among “Big Boys” is that each location or operating entity looks and feels like every other one. They often comment that employees can move from one location to another without the disruption of service. This may appear to be a positive to the “Big Boys”, but in reality, it could be presented as a negative. Certainly, the clientele are different and the individual likes and dislikes of the clientele is the most important aspect of delivering superior service. When organizations standardize, they often makes services less specific to the client.

Having to live with a Brand is where we may have an advantage. Once our larger competitor is branded as big, autocratic, bureaucratic, insensitive, or non-client centered, it will be difficult for them to change their Brand. We must think carefully about the Brand we want to create. The branding of your business should be consistent with your vision of the level of service you want to provide to your clientele. Branding should always be approached in light of target markets rather than in light of competition. What will your clients think of bigness versus service orientation? Is bigness consistent with good service in the executive suite industry? The jury is still out on whether big is good in our industry. In the meantime, we should build the case that small is better.

For Example:

"You know Tom; we have built a company that is focused on client care. Our most important objective is your objective. We focus on quality, professionalism, and building client relationships through mutual success. We see ourselves as an extension of your business."


Google Sonny!

Posted by at