Very few individuals have the luxury of being the only professional in their marketplace offering their particular service. Competition is constantly at our heels, hoping to catapult one step ahead of us. For this reason, we must continually strive to differentiate ourselves from any competition we may have. Dan Sullivan, President of The Strategic Coach Inc. and co-author of The Great Crossover, provides a solution. According to Sullivan, if you wish to remain in the upper echelon of your profession you must “…disregard your own commodity and focus on deepening the power and possibility of all your relationships.”*

This means that no matter how much better your business model may be, you cannot assume that the rest of the world will beat a path to your door. Your product or service needs to encompass more than that; it needs to be a positive and unforgettable experience. Why do children love McDonald’s®? Are their palates predisposed to the flavor of one fast-food restaurant over another? The answer is probably no. Instead, they crave the McDonald’s experience, which includes the colorful decor, and a predictably familiar setting regardless of which worldwide location their parents take them to. They want the playground they’ve come to expect and the free toy they will expect to find in their Happy Meal®.* This is all a part of the experience McDonald’s has built into their marketing plan. How can you make customers fall in love with your business? Do you have untapped opportunities to pamper or serve them? Envision what you could do to win the hearts of your clients, and focus on your real commodity. I strive for 100% customer satisfaction and to remain informed of new technologies and ideas that will improve the way I do business. I hope to become your ally in this respect by providing excellent service to the clients you refer to me.

*An excerpt from The ‘Scary Times’ Success Manual, located at* McDonald’s® and Happy Meal® are trademarks owned by McDonald’s Corporation. All Rights Reserved.