Have you ever hired a babysitter, auto mechanic, or accountant? Chances are your decision to work with them had at least a little bit to do with how they made you feel when you met them.
In today’s Brand How-To, we look at the role of customer experience in establishing your service brand. Check out the video, and keep reading for a summary.
Video Notes:
Today’s Brand How-To was inspired by an unfortunate incident over breakfast where a business associate and I received sub-par service (and a bit of attitude.) It got me thinking about what we really sell when we’re a service-based business.
Take a restaurant for example… Most of them have similar features (building, seating and tables, wait staff that brings you food, menu.) But what brings us back to a restaurant over and over again is the experience.
This is the difference between a service business and a product-based business. When you’re selling a product you might list features, like processing speed or the number of widgets per box. Experience is intangible. It’s about how people feel about doing business with you.
The experience that people have with you is affects your ability to get new business. If you have a successful service business, chances are it’s because you have crafted a positive client experience.
So today’s Brand How-To is that you want to focus on selling the EXPERIENCE when you’re creating your marketing and building your brand. In a service business, your clients are buying you – your personality, your team, your vision. The only real way to differentiate yourself in service businesses is to give people a glimpse of the experience they can expect.
Think of these key questions that your prospects might have:
- What is it like working with you?
- How do you interact with your clients?
- What do your clients typically enjoy about working with you?
- What makes your service/approach unique from your competitors?
- Why do people continue to buy from you?
- What do you do that’s above and beyond expectations?
- What kind of results do you achieve? What does this mean for your clients?
Write down your answers. Brainstorm everything that sets you apart. If you’re not sure, start thinking about what you WANT to be able to say about your experience. Then think about how to build that into your brand, in everything that you do and say about your business.