One of the most difficult things about owning or starting a business is the fact that there are so many other people in our great country who are already trying to sell the exact same thing you are selling. With the help of the internet, there are more and more people who are able to start a business and dive into this busy marketplace we have in America. This is a great thing but this also means you have to stand out. As a business coach I know the importance of you having to stand out from the busy marketplace that is hustling and bustling around you and that is trying to win over the same customer you are selling to. Seth Godin, the bestselling author, says, “In a crowded marketplace fitting in is failing… Not standing out is the same as being invisible. Boring is invisible. Remarkable people and products get talked about.”
You may ask yourself, “Okay, how do I stand out?” Let’s look at a few examples. TOMS Shoes decided that they would start a giveback campaign that is so great that it would almost make you feel bad to not buy their shoes. Whenever you buy a pair of TOMS Shoes, the company gives a pair to someone in need. Starbucks has created such an experience that it makes you want to not just tell your friends but take them there.
“In a crowded marketplace fitting in is failing… Not standing out is the same as being invisible. Boring is invisible. Remarkable people and products get talked about.”
– Seth Godin
Elephant In The Room is another great example of how you can stand out in this busy market. Not only has Clay built an incredible experience (and a business coach firm) that makes you feel like you are at a country club for men’s hair, he also gives you the chance to try out that experience for just $1.00. You get a complimentary beverage, tailored haircut, paraffin hand dip, shampoo, massage, and style for only $1.00. If you’re not already taking your credit card out of your wallet to book your next haircut, then maybe you will after this. Every dollar that we receive from first visit guests always goes to Compassion International who helps to feed and care for children in need all across the globe.
At this point, you are getting a great haircut, a plethora of add-on services, a cold beverage, a custom hairstyle, and you are even helping to feed a hungry child. This, my friend, is what we call a “No Brainer”. It is an offer so good that you would have to be mentally impaired to not take advantage of it. If you are not willing to let your customers try before they buy or offer them a money back satisfaction guarantee, you will be fighting an uphill battle to convince your customers to use your service. The more risk you eliminate for your customer, the easier it is to sell them something.
No Brainer: An offer so good that you would have to be mentally impaired to not take advantage of it.
The last part of No Brainer is also the most important part. Your product or service. Once you get them in the door, you have to be able to wow them. If you walked into a salon that was offering $1.00 haircuts and walked out with a choppy mop, you probably would never come back or send any of your friends there. You may even warn everyone you know to never set foot in that location. It is your responsibility to wow your customers after you provide the service. The best way to know if you are “wowing” your customers is if they are saying the word “Wow!” after you tell them that the incredible service they just received was only $1.00. You have to pick a No Brainer deal that is so incredible that your customers almost feel bad when they take advantage of it. They will then tell their friends and they will bring their friends.