The Desert of Arizona
Sunny 78 Degrees
I had an interesting experience the other day at the car mechanic. I made an appointment to get my brakes looked at because I thought there was something wrong with them.
In the interest of full disclosure, let it be known that I am not a car person. As long as I have something to get me successfully from point A to point B, that’s about all I care about.
Perhaps mechanics can sense this and it takes some of the fun out of it knowing they’re talking to someone who couldn’t care less… but maybe that’s not what happened.
But something odd did happen that day at the garage. In fact, it happened over and over again until I thought I was being Punk’d by Ashton Kutcher or something. And this thing that kept happening caused me to take my $900 repair and get it taken care of somewhere else.
Mind you, I DID have an appointment. But every time I tried to talk about what was going on with the car, the mechanic had to break away and go greet the new person coming in. The new person who hadn’t actually scheduled an appointment.
Have you ever thought about what it’s like for your clients to work with you? Are there areas where you can improve the service you provide? Not that you do your thing any better but that your client is better served by being better treated?
In the case of the mechanic, it’s clear that he’s either never thought about what this is like from his clients’ perspective or that he simply doesn’t care enough to change it.
Either way, the result was that I left. And I didn’t go back. I ended up giving my money to someone else in town.
Now my $900 isn’t going to make or break his business. But imagine that $900 X 20 or 40 or 60 people over the year. Now consider what those people could be worth over their lifetime?
The bottom line is this:
If you want to be an Incomparable Expert, you need to stop acting like average or worse. Get a clear signal moving out into the world that you’re different.
Then, you need to figure out a way to boost that signal so that you communicate it to a lot of potential clients.
The journey towards becoming an Incomparable Expert is one that any body can begin. I even walk through the steps for it here.
How you do things communicates much more than any marketing promotion can. Prospective clients might look at what you say, but actual clients are more affected by what you DO.
Have you thought through what you’re communicating to your clients?