03.18.09
Apples to Apples equal Big Business
The word is goody-goody. The choices that best describe the word are Al Pacino and Mussolini. The game is Apples to Apples. Players have to lobby the judge to select their card in hopes to win the game. Being faced with this type of choice is more like Apples and Oranges. The names of these two men typically do not conjure up the idea of goody-goody yet it makes for great family fun to try.
The term Apples to Apples has been used in sales and marketing to define an accurate comparison of services or products. With so many similar products in the market, how do you differentiate your offering from the competition and ensure that your customers are comparing apples to apples? Many companies talk about defining the differences but struggle with communicating the message with clarity.
Here are some helpful ideas:
1) Have your staff research the competition in depth. You might think you know the competition but after a little investigation you may be surprised at some of the information that might have previously been missed.
2) Accentuate your strengths, acknowledge your weaknesses. Acknowledging your weaknesses only helps if you are willing to work on improving them. Employees quickly realize how serious you are about real change when they fail to see action in areas of weakness.
3) Tell the customer. Trumpet what sets you apart in every interaction with the customer. This includes voicemail messages, on hold announcements, invoice messages, emails, websites, promotions and the daily sales calls of your reps. These messages should be concise and direct so everyone inside and outside of your company easily identifies your brand.
Honest, I’m not promoting the game Apples to Apples but my hope is that this silly family game serves as a big business reminder and contributes to your success.
Regards,
Brian Boek
