How to Stand Out by Being Outstanding

A while ago, I had been asked to present at Aesthetic Medicine Live on the topic of creating a compelling customer experience. I had the early afternoon slot, a topic I knew, and a deck I was pretty happy with. I was raring to go. What could possibly go wrong?

Well, I decided to change my deck about five minutes before presenting. I was listening to the previous speaker, and my, usually calm and mellow, Monkey Brain now decided to chuck in a hand grenade.

“Customer experience all starts with defined Unique Selling Points”, said Monkey.

“I know”, I said.

“But you haven’t got anything about that in your talk”

Cue 5 minutes of furious slide rejigging and I was happy. I’m really very pleased that my Monkey Brain piped up because when I asked the following question, I was very, very surprised at the answer;

“Who here has spent time working on their USPs? Who really understands their Unique Selling Points and what makes them different?”

Silence… (a tumbleweed rolls gently across the stage).

“Are you not answering me because it’s a stupid question? Like, of course, you all have and the question is beneath you?

Silence… (a Vulture lands on the lectern and picks at a carcass).

I was genuinely surprised. This meant that my entire talk now had to change to educate my audience on USPs. Luckily, I had Gilly Dickons, Director of Aesthetic Response in the audience to help me out. Gilly is very good at defining USP’s.

Unfortunately, it is all too common for individuals to attempt to improve their customer experience, without defining what makes them unique beforehand.

So, what is it that makes you stand out? What would differentiate someone from their competition?

The answer? A red shirt. (What’s he talking about? He’s gone mad!)

Far from it, consider this story:

There are four sales reps sat in a waiting room, all with an appointment to see a new prospect. They all have identical product offerings and each wearing an identical black suit, black shoes and a blue shirt. What is the percentage likelihood of one of them winning the account? Exactly, 25%.

Now, one of the reps pulls out his trump card, he goes to the bathroom and changes into a red shirt. What is his percentage likelihood of winning the account? 25%? 33%?

Neither of those.  It’s actually 50%. This is because the other three reps now look like one Blue Shirt-ed person. He has very simply, and effectively, split the deck and, even though he has exactly the same product, he will have a very different conversation.

Be a Red Shirt in a Blue Shirt World

If you don your red shirt and identify what makes your business unique, then you will be one step closer to standing out from the competition, maximising your growth and communicating your value.

So, what is your red shirt?

If you don’t have one, get in contact and we’ll help you get one.

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