I had been asked to present at Aesthetic Medicine Live on the topic of creating compelling customer experiences. I had the early afternoon slot, a topic I knew, and a deck I was pretty happy with, I was raring to go.
What could possibly go wrong?
Well, I decided to change my deck about five minutes before started. I was listening to the previous speaker, and my calm and mellow Monkey Brain, now decided to chuck in a hand grenade.
“Customer Experiences all starts with defined Unique Selling Points”, said Monkey.
“I know”, said I.
“But you haven’t got anything about that in your talk”
Cue 5 minutes of furious slide rejigging and Monkey was happy. I’m really very pleased that Monkey piped up, because when I asked the following question, I was very, very surprised at the answer;
“Who here has spent time working on their USPs?
Who really understands their Unique Selling Points and what makes them different?”
Silence….(a tumbleweed rolls gently across the stage)
“Are you not answering me because it’s a stupid question?
Like, of course you all have and the question is beneath you? “
Silence….(a Vulture lands on the lecturn and picks at a carcass)
I was genuinely surprised, because it meant that my entire talk had to suddenly alter to talk about USPs. However luckily, I had Gilly Dickons, Director of Aesthetic Response in the audience to help me out. Gilly is very good at defining USP’s.
However, it got me thinking that before we can even really start thinking about improving the customer journey, we need to define what it is that makes us unique. What is it that makes us stand out?
What differentiates someone from their competition?
The answer is…….a Red Shirt.
What’s he talking about? He’s gone mad!
Far from it, consider this story:
There are four sales reps sat in a waiting room, all with an appointment to see a new prospect. They all have identical product offerings and each wearing an identical black suit, black shoes and a blue shirt.
What is the percentage likelihood of one of them winning the account?
Now, one of the reps pulls his trump card, he goes to the bathroom and changes into a Red Shirt.
What is his percentage likelihood of winning the account?
Nope – it’s 50%, because now the other three look like the same one Blue Shirt. He has very simply and effectively split the deck, and even though he may have exactly the same product, he will have a very different conversation.
Creating Red Shirts in a Blue Shirt World.
With over 10 years experience working with innovation focussed Aesthetic Clinics, iConsult Software uses proven methodologies to help our customers turn their customers into clients.
We create Red Shirts
Our clients typically say that they have challenges in standing out from the competition, maximising growth, and communicating their quality.
They need to create a culture that builds relationships.
We use our Red Shirt methodology, supported by the cutting edge iConsult system to maximise the value of customer relationships, achieve business compliance and ethically drive business profits.
Read Richard Branson’s Blog on Storytelling he makes a valid point – USP’s are just great soundbites. If they don’t come from the heart, if they don’t permeate every facet of your business philosophy.
So, what is your Red Shirt?
If you don’t have one – drop me a line and I’ll help you get one.