Today’s newsletter, Do Differentiation Differently, turns the tables on differentiation: If it’s so difficult to get customers to see why you’re different, why not focus on what your customer thinks is different: Himself.
I explore this concept in great detail and have some innovative exercises for you and your team, so go read the newsletter: Do Differentiation Differently!
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In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.
Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."
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Steve:
I have seen people tailoring a business proposal or a solution based on REQUIREMENTS listed by a specific customer, but can’t remember seeing the kind of proactive customer-centric approach you have described.
And … given that most of us would have already spent some effort differentiating ourselves, should we do some kind of mapping of company-side differentiation to customer-side differentiation?
Pradeep
Pradeep – Yes! We should! Thanks.
I attended a Stuart Rose seminar on the Mandeville Techniques way back in the 1970′s that focused specifically on the concept you outline in your post. It drove my client relationship building from then forward! Worth a look to reinforce your excellent update!
Randy – thanks. I’ll look for it.
Oh, and thanks for the great post!