My son become a excellent baseball player… Excellent sufficient to play university baseball. From the time he started out high college until he entered college there were lots of scouts that confirmed up to his video games to test him out. What have been they looking for? They already had all of his stats on their clipboards (or on their iPads) and knew greater approximately what he had executed than we possibly even knew. So in the event that they already had all the data, why had been they there?
They had been there to appearance beyond all the stats and the records available on an athlete… Each scout had the equal records. There needed to be some thing else they had been searching out that went well beyond the stats. What have been they searching out and why did they make investments the time to return all of the out to observe my son and different boys in man or woman?
Before I come up with the solution, reflect onconsideration on this in terms of your very own enterprise. You have the same statistics and reviews every body else does, similar to all the scouts had the same records on my son. If you best go off your reviews and records, then you definately are basically competing on the identical information all your competition have… There needs to be something more… Some thing distinct if you are going to live on “commoditization.” If each person has the same statistics and may make the identical choices, then the handiest component you are left with is charge and availability to distinguish… No longer an excellent commercial enterprise strategy. This is likewise called “the race to the bottom.”
From the client’s point of view, they are searching at your products or services… Specifications. If a person is looking for simply the specs at the product or service you are offering and all and sundry’s specs “all appearance the identical,” you better be the cheapest or you may not win. This is clearly gambling within the “Commodity Game” of enterprise. Most can not win here… They die.
Back to the baseball scout… What’s the only thing scouts look for out of doors the stats that inform them this man or woman is a “gem” among the tough stones. HEART. If the participant they may be watching has heart and superb power and resiliency and an attitude that smells like a winner, they bounce to the pinnacle in their listing… Even if they do not have the top stats. This is the variable that either enhances or negates the stats on a player. Often instances, this is the deciding aspect in selecting a participant that could go to the next degree.
This is what scouts are precise at and paid to do… Pick out the gamers with heart. They look for those who work tougher, supply the greater attempt, act as a leader at the team, guide their teammates when the going gets tough, and are resilient to defeat and failure. You can’t see any of this in the stats. If the scouts didn’t awareness on these efforts and simplest went with the stats, teams would not want them. Today, we can get extra information on an character athlete today than ever before… And it’s easily to be had to every person.
Scouts spend limitless hours on the road looking at athletes to validate the stats they see on paper and to assess their heart to look if they could deal with the pressures of primary league sports. That’s their job. That’s how they determine the winners in an effort to go to the following degree and have a excessive diploma of capacity fulfillment.
What does all this have to do along with your customers? Your customers are the scouts!
Customers can get all the “stats” they ever had to determine which merchandise/services are good and now not so desirable. They can take a look at out the functions and benefits of any given product or service well before they ever have to talk to you… Much like the scouts. And if it’s all they use to make their choice, then they are essentially pronouncing they view you as a “commodity” with out differentiation. When this takes place, they visit the following criteria to make their choice… Price and availability.