Okay here we go.  Picture your ultimate customer…whatever that is picture them in your mind.  Got it…now picture that customer new to your community driving down the street and they see your business name and say to themselves, “I need a great place to do business”.  They pull into the parking lot, open the front door and you are the first person they come in contact with. They ask you one simple question, “Why should I do business here?” What you say in the next few minutes is critical.

This one simple question may bring many thoughts to your mind.  You may have a great answer and look forward to potential customers asking this question.  Or…you may not like this question because quite honestly, if put on the spot, you would not know how to respond.  This question should be something you look forward to hearing because it presents an opportunity for you to convey that from this point forward, this potential customer has no reason to look elsewhere!

Here are a couple of great responses to consider: “You will never feel like an account number here” or “We take your business personal”.  How about “We make doing business with us easy!”  If you are community drive, share it with potential customers.  Such as; “We provide state of the art services with a community feel” I think you get the point here which is by doing business with you, it is a personal experience that offers exceptional products and services that are easy and enjoyable to achieve. 

Now I have perhaps a more important question for you.  Ready? Once you express to this ultimate customer why their search for what you offer is over, how do you validate your responses?  For example, how do prove personal customer service?  How do you validate you are a community driven business?  How do you know you are what you say you are?

True validation of what you say you are is proven when the community says what you say! In other words validation is expressed externally, not internally.  Many companies have mission statement that convey what they intend to be and these are great for initiatives and objectives.  In fact every company should have a mission statement.  However mission statements are just that, statements until those you serve express your objectives on your behalf.

My hope would be that each of you would be granted an opportunity to respond to such questions from potential ultimate customers. And when that opportunity comes, you can say and express with confidence that through great personal attention to their business, their search has ended!