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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."
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While the large organization has many advantages over the smaller organization, the smaller organization can capitalize on their competitor’s largeness to create a sales and marketing advantage. Every issue that the large competitor claims to be an advantage can be turned into a disadvantage. By pointing out the differences between the companies, you can demonstrate to a prospect or existing client, the value of your company’s smallness.
Not every traveler wants to stay at the Marriott and while the Marriott Hotel chain appeals to a broad audience of business travelers, there are a number of smaller more service oriented hotels that appeal to a special group of clientele that want, and are willing to pay, for superior services.
Now is the time to completely and thoroughly differentiate yourself from the larger competitors and create your own atmosphere. The descriptions of your company and the services you provide tell a story about how you are different and better than your competitors. The larger competitors often use size as an advantage; we therefore need to remove that advantage.
For example, we might say to a prospect or client:
"Well, Tom, as you know, we are not as large as some of the other providers in town. We believe that this is an advantage to you! You see, being small allows us to focus more completely on a smaller number of very important clients and provide a level of service that others cannot match. It is hard for us to forget about what makes you happy and provides the greatest value to you, when you are so important to our success. Our personalized attention to your individual needs and wants sets us apart from others. While we could be larger, our goal is to be better. Big is not better, “Better Is Better."
You might go on to say,
You know Tom; we work very hard to personalize our service to each client. Each client, like you, is unique and different. Each of our clients has their own personality and we try to take that into consideration in the way our TEAM works with you. If we have to spread our time among more clients, your wants and needs cannot be dealt with as thoroughly as we both desire.
Sonny Moyers
Office: 972-464-4100
Fax: 972-464-4151
Home Office: 972-712-6777
Cell: 469-261-5715
Message Center: 972 733 9549
Email: sonny@thesingularsolution.com
Address: North Dallas Office
1415 Legacy Drive, Suite 100
Frisco , TX 75034
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In the past ten years, the American Corporation has undergone and is undergoing unprecedented size reduction and change. Trends indicate that large corporations will continue to decentralize, downsize, outsource, and cut fixed costs. Technology has changed the way large enterprises conduct business. The trend toward outsourcing and downsizing is an important factor in considering the future of your business enterprise.
In only a few short years the robust, and then bust economy, the Internet, the virtual office concept, and new technologies have combined to bring about dynamic changes.
I define the “Big Boys” as organizations or businesses that are significantly larger than your organization. You may choose to classify a competitor in your area as a "Big Boy", depending upon your local market conditions, their market share, or other factors that you deem to be important.
The “Big Boys” flex their muscles and create a great deal of apprehension about the future. They reduce prices to attract your clients to move to them.
This material is meant to provide you with tools and strategies to effectively compete and win in the sales and marketing battle that lies ahead.
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Sonny Moyers
Office: 972-464-4100
Fax: 972-464-4151
Home Office: 972-712-6777
Cell: 469-261-5715
Message Center: 972 733 9549
Email: sonny@thesingularsolution.com
Address: North Dallas Office
1415 Legacy Drive, Suite 100
Frisco , TX 75034
http://www.cnn.com
http://www.foxnews.com
http://www.wsj.com
http://www.marketwatch.com
http://www.dallasnews.com
http://www.latimes.com
http://www.ireport.com
http://www.abc.com
http://www.cbs.com
http://www.msnbc.com
http://www.worldnews.com
http://www.whitehouse.gov
http://www.change.gov
http://www.oprah.com
