During some recent travel to deal with some family stuff, I’ve had a chance to see how business is going elsewhere in the U.S.
One thing caught my eye over the weekend and I think it merits some discussion.
It illustrates how much room there is for a coherent, attentive business in the marketplace…even in today’s economy.
If I look, did it work? Nevermind, that was a few weeks ago…
Seriously, I saw a billboard that stated a HVAC (heating, ventilation and air conditioning) company’s unique sales position (USP) and / or differentiating factor.
It was “We’ll be on time.”
If they aren’t on time, the service is free.
They didn’t advertise the quality of their service or the highly trained nature of their service people.
They simply said “Unlike everyone else, we’ll be on time and if we aren’t, our work will be free.”
One of the biggest time-wasters foisted upon consumers these days is the “We’ll be there between 8 and 5 or noon and 5” etc. People are unwilling to commit an entire day to deal with your inability to manage your work schedule, but they have no choice in many cases.
This HVAC company has a much smaller window of “we’ll be there”, but they’ve decided to accept responsibility when they mismanage their time.
I think it’s an effective sales tool that speaks directly to consumers’ pet peeves, but it begs the question “How much lower can businesses lower the bar?”
Are you lowering the bar or raising it? Which benefits you and frustrates your competition? Which makes it easier for consumers to choose you?
What are you doing that your competition is unable or unwilling to do?Â Are you leading your market or simply showing up?
Raise the bar.