Selling “Experience” – The Gas Stations

Posted on by johnlwheaton1

There are two service stations in my town. Both are within blocks of each other. Both charge within pennies per gallon of each other for gas. Both are national-level name brands.

One always has receipt paper at the pump. The other doesn’t. One always has full window-cleaning fluid troughs at each pump. In fact, at the one, the fluid smells like Wintergreen. The other rarely has enough fluid, if at all. It smells like regular cleaning fluid.

One has an ample stock of snacks and beverages inside and a clean smell. The other is always under-stocked and has an awful odor like a bad hospital smell inside.

One has nice canopies at the pump stations, well intact, with clean lines. The other always seems to have some maintenance issues going on at the pump stations.

One has uniformed attendants inside that typically respond with a polite greeting. The other has people with no uniforms, and generally a dis-interested person behind the counter.

The price is almost the same at the one or at the other; sometimes even the exact same price. But even if not, it’s worth the extra thirty to fifty cents per fill-up, to use the one.

At which one would you purchase your gas and snacks?

In a commodity business, “the one” has learned at how to differentiate. The other doesn’t care. It is always possible to differentiate within our existing revenue stream and context; to deliver value with some thought and care for the customer’s experience.

How about your business? How about mine? What experience do we want to create? What experience are we delivering?

 

 

 

 

 

PRICE IS IRRELEVANT

Posted on by johnlwheaton1

If the first question a client or prospective client asks about is related to price, then we know that their values are centered around cost. Most attempts to sell them otherwise will not typically work. To this purchaser, value is based on low price, and the product or service is viewed as a commodity. If the client-buyer is interested in what we’ve got, and we aren’t the low price, they may ask us to justify ourselves. I got this question last week “Why are you double the other price? Can you explain why your price is so high?” (This is a downward spiral by the way. Don’t answer the question to try to validate.)

I provided a polite and professional response, but didn’t answer the question exactly. I indicated what value was being provided and how the fee compared to other service-company fees in our category. My response asked the opposite question back, “Why is their price half of ours. What are they so cheap? We are both looking at the same project, right?” Then I explained what was being provided and nothing more.

I didn’t hear back from that client yet. And there’s a good chance that I won’t. They will likely purchase the other provider’s services. Because what this client was really SAYING, not asking, was “Hey, you’re too expensive. I can get the same thing for 40% less.”

So why do I say that price is irrelevant? Because we buy based on our values. Price is the consequence, the manifestation. It’s not the issue. Price or cost-based buying says “any of these firms will do, just get me low price.” The problem with this is that the buyer is assuming that they are getting the identical service from any of the choices presented to them.

It’s never really about price. It’s about the buying mindset and values.

Cost-based buyers want low price. Cost leads the conversation.

Value-based buyers want what they perceive to be the best investment and value for the cost of the purchase. Value and investment leads the conversation, price falls out, sometimes negotiated, sometimes as stated.

Identity, connection, or brand-based buyers, want to identify with a particular person, enterprise, brand or genre. Being connected to the associated values leads the conversation. Price is what it is; “If you want to be connected with us, the fees associated with that are as defined.”

Price is important, but price is really irrelevant. People already know about what they are willing to pay based on their mindset.

What kind of buyer are we seeking to attract?

What values are we seeking to communicate?

How is that portrayed in our brand?

Are we delivering?

Whatever we choose, we need to stick to it and dive deep. Pick a lane and stay in it. We can’t be all things to all people.

Healthy or Healthy-Enough?

Posted on by johnlwheaton1

Are we truly “healthy” or “healthy-enough.”

Being “healthy” is objective. It is based on established criteria medically, physically, relational-ly, emotionally, financially, spiritually and so on. It is manifested in results, in metrics and in outcomes.

Being “healthy enough” is subjective. It’s based on what WE think, and our own determination. We justify why we are okay. “Well, I’m healthy enough.” It’s a moving target, a widening boundary.

I recently got some results that I was a bit surprised by and not pleased with. Then again, I should have known. I had been justifying my actions and decisions on some lifestyle choices by being “healthy enough.” That means I make healthy choices when I need to, but the rest of the time I can move the bar wherever I decide to move it.

“Healthy” pre-determines our boundaries and commitments. It establishes our indicators for performance and choice.

Healthy-enough allows the fences to drop, the gates to open, and the walls to come down when we feel like it. This is true in every area; exercise, relationships, business, our work, sleep, nutrition, finances, spiritual life and more.

Are we “Healthy” or “Healthy-Enough”? Within each of our given contexts we all have choices. It is up to us to decide, but to not be fooled by our choices when we see the results.

Let’s not fool ourselves. Let’s be honest and know which one speaks to our life and choices. Commit to “healthy.”

The Middle vs The Edge

Posted on by johnlwheaton1

Why I can’t stand the “Middle”

The “Middle” is comfortable; or is it?

The Middle feels safe, but it’s not

Most suburbs are the middle

Luke Warm, not hot or cold, is the middle..

Mid-Sized business, not small or large…

Comfort Zones

What holds me back from the “Edge”

The “Edge”….

Acquire a lot or a little

Live big or small

Love deeply or not at all

Step in or step out

Do something great, not all things average, or do nothing at all

Seeking comfort is fleeting

The very thing that I find comfortable, is the very thing that will kill me

Stay on the edge; one end or the other

Stay out of the middle

Stay out of the middle

Compressed construction 

Posted on by johnlwheaton1

I mean REALLY compressed. Rarely works.

There are many brilliantly crafted plans on paper that have no allowance for the unexpected, for supply chain issues, for unintended consequences, or poor execution by someone or some organization along the way. Plus the single biggest issue I’ve seen and experienced over and over again that leads to challenges from the outset, is simply delayed decision making, and delayed release of contracts.

Compressed construction requires concurrent, collaborative, (shared-reality) communication; cultural alignment, confidence in each other and in the enterprises involved, and it requires everyone to follow through on the decisions and tasks in their domain within the proper timelines. It can’t be done with the old “throwing it over the wall mentality.” Each decision and event is not “someone else’s problem.” It’s everyone’s problem. This teamwork is difficult to achieve and it requires commitment from all parties, and to be led by the GC or CM.

The thing that happens most often in compressed construction schedules is erosion of relationship, poor profitability, and a project that still takes the time “it needs” to take to get finished. This often results in an unhappy owner asking questions due to failed expectations vs. promised goals and deliverables.

I’ll offer some solutions and suggestions on a future blog.

Post Project Meetings – Defining Experience

Posted on by johnlwheaton1

Post project review meetings are arguably the most important project and team meetings in an organization (and a required SOP now at my company) since it defines lessons learned; what we did well, what we did not, how we can improve. It helps identify “the experience” of the team and the client. It’s ALL about the client’s “experience.” The team’s experience is equally important  (client experience is only as good as the team experience and service to each other)

There’s many hotels, restaurants, auto dealers, contractors, engineering firms, professional services corps, ALL TOUTING the SAME THING.

Which one’s do you like to frequent and write checks to? Those with whom you have a positive experience or a negative experience ? Positive experience (gratitude, smiles, fair price, great value, delivering on what has been promised) means repeat business and growth.

Post project reviews are necessary for company and professional advancement.

All progress starts by telling the truth. These meetings are great truth revealers and tellers. We learn and grow through doing, celebrating wins, and fixing problems.

Advice

Posted on by johnlwheaton1

Some advice I gave to a staff member the other day regarding an email exchange with a client on which I was bcc’d.

While you’re right, and factual, I’d never say to a client “you’re wrong”
It’s not appropriate expression and just shows the growing frustration on this issue
Words like “I disagree” or that’s not aligned with specifications”
Never directly attack the person no matter how foolish they are, because it wont register to an angry or stubborn person. Attack the problem and suggest an alternative path to resolution
If they are unwilling then seek intercession as you’ve done. As you stated, sometime it’s best to step back and stop

communicating”

Be wise

Be personable

Be clear

Be respectful

Draw appropriate boundaries

Fast and Cheap?

Posted on by johnlwheaton1

This was my response to client today (after several emails) requesting us to give our best price for a quick turn and schedule critical project:

“I want to be very clear. Best price and immediate start/quick turn do not go together. Quick turn with quality, and fair price for the situation go together. It’s not “fast and cheap”. It’s fast and commensurate with service.

I don’t like to work like my hair is on fire. That happens enough in this biz every day

We will look at what we can do, how or where it can plug in, how quickly we can get it done for you and your team, and let you know. We always like to provide
value, timeliness, and a reasonable approach with the work to our clients.”

Their response?

“Amen. Good words. You’ll see an RFP soon”

Be clear. Be true. Be candid. Be respectful. Provide value. People appreciate clarity and it makes it easier to improve our ROI on proposals and sales.

The New You?

Posted on by johnlwheaton1

We woke up to a New Year, but did we wake up to a new “me,” a new “us?”

We carry our same old self into the new year unless something changes on the INSIDE. Circumstances influence us but should not define our reality.

How will we MAKE 2018 different. What will dominate our thinking, reality, identity? Whom will we serve?

Your choice. My choice. In good, bad or mundane circumstances.

Let’s encourage one another

#beintentional

What to Say

Posted on by johnlwheaton1

Prior to our December staff meeting I wrote this to key colleagues helping me to prepare for the meeting. Sometimes we need to just put it out there. The feedback I got was so meaningful and led to a great meeting and connectivity.

“You know me, normally I have much to say. But I’ve been so deep into the dirt and operations, and I am so fatigued mentally, that I am struggling to even have or organize a message. It’s not often we can all meet in staff meeting, so it’s critical that any message is clear and delivered well. So I need to lean on RS, DP, GR, and you for insight and input. If I could say what I want to say, I am not sure if I would say:

1. Thank you. Thanks to everyone on staff and all our colleagues. Companies are only as good and as happy as their people. Thank you all for everything you do day to day to care.

2. Merry Christmas. Happy holidays. Enjoy your family. We are not our work, it’s just what we do and how we try to bring value to the world.

3. Have Debra to tell everyone what we’ve distributed in 401k match this year to help people in the FUTURE to have an income stream after they retire, and to update on any benefits.

4. Let everyone know we have 6 people in NC and they just celebrated year 6 anniversary.

5. That we need their inputs and engagement in all of their realms to make the company better and to improve service to clients.

6. That I value and care about each person

7. That 2018 can be our best year ever

8. That transparency and vulnerability is some of the magic in bringing strength and connection to relationships

I don’t know what to say. Maybe all of the above or maybe none. You all tell me and we will all come together prior.”

This dialogue opened the door for such good inputs, and a really good meeting. I love our people. We are all in the same boat. We all have to row together.

What’s your message?