That’s a big question I like to ask most of the time when I am talking with a prospect the first time we meet.
I usually get a cocked head or a stunned look because in many cases, the person on the other end of the conversation has bought the conventional wisdom that they are in, insert whatever industry here, but:
- technology
- consulting
- banking
- legal
The list goes on.
But the truth is that we are almost all in the business of marketing and service at this point.
Why do I say something like that?
Because the days of building a better mousetrap are long gone, if they ever existed.
The simple fact is that if you have a product or service, you have to market that unique value. If you are just one of many, you are a commodity, you are losing.
I mean there are countless consultants out in the world, but how many are “The Revenue Architect” or “the Rock Star of Consulting” like Alan Weiss?
In both cases, only one.
So both Alan and I have already created environments where we are 1 of 1.
But just as importantly as being in the marketing business and focusing on ways to express your unique value in a meaningful way is to maximize your service quality.
Why service?
Because along with the fact that there are so many service providers that are likely doing some variation of whatever it is you are doing, most of the time the service level is subpar, at best.
And, as my friend Peter Shankman has said in some variation, “you can win a lot by being just a little bit better than bad.”
The bar is that low!
So marketing and service, those are you businesses…unless you don’t believe me.
But that’s a marketing decision in itself, isn’t it?