Quality and Service - Yeah, Right!

One of the main drivers of success is to have a unique competitive advantage. Most leaders understand that attracting greater market share or find enough customers willing to pay a higher price, which should provide something of greater value than competitors. For most managers, the advantage is for the delivery of superior quality and service. Think about it. Is that what you aim? Now fighting for quality and service to me sounds like the word that Americans motherhood and apple pie. The purity of these things have a resource that is not to talk to. But I have a problem with the term. You see, when I ask my clients what their competitive edge, she realizes that it can be a cheaper, almost always tell me who is quality and service. The problem I have with that, if all of quality and service, which is a competitive advantage? The problem is to say with quality and service is that the concepts are too vague. Think about it. Can you give me a definition of quality? It is not easy. There is nothing vague about the quality, because it is a relative term. When I ask my customers what they mean by quality or service, have the same problems. The danger is that their idea of quality is something less than their customers. Unless you can define exactly what quality of service and facilities for its customers, you do not have a tangible advantage. What does this mean for the quality of your product or service? How is it different from some of its competitors? You need very specific. Generalizing about quality and customer service is not something to move forward. Can you prove that the product is better, harder, faster and more reliable? Only the presentation of quality and service in general terms is not sufficient to prove a competitive advantage. Customers do not think vague allegations and do not think if you can not back up his statements with irrefutable facts. The same goes for the service. It does not mean better service? It is faster, more personal, easier to use? How can you support your claims? If you use these statements in advertising or selling situations, statements that are specific and verifiable will always be more credible and therefore more efficient, more waves generalizations. Therefore, if you market your product or service on the basis of superior quality to begin working on exactly why it is superior performance and provide proof of their superiority. This will be one of two things. First, you can determine that the product or service is really not much different, or better than their competitors. It is good. At least now they know and can get to work to find ways to do more. Secondly, if you can define your superiority and now measurable evidence that really have a competitive advantage that gives it a unique selling proposition of advertising. Look at the following statements. Our product is the best on the market. Or. Our product has been shown in clinical trials to be 37% more effective? .. competing products. What do you think would be more effective in advertising? If you're not about to try the product or service according to their superiority, it can provide independent verification of their claims otherwise. For example the use of customer testimonials is a very effective means to overcome the skepticism of the client. Independents when people talk about your product or service in a positive way, describe the benefits they received, is much more credible when you say the same for you. It is preferable that his client is determined. So what's your advantage? Not saying that the quality and service. It means nothing for the market. Get specific, get all the facts on the table and be credible. After the exclusive sale of the proposal in all its marketing and sales activities of its source drive competitive advantage. You will see a difference in the results that make it well worth it. (c) 2004 Greg Roworth, Progressive Business Solutions Limited Roworth Greg is the CEO of Progressive Solutions Limited, a consulting firm in the development of society with branches in Wellington and Auckland, New Zealand. Greg has created a unique development that helps companies transform their businesses to a state of total dependence on them to a state where the company operates so that you do not have to do. Greg is also the author of The 7 keys to unlock the potential of the company, which descibes the fundamental keys a business needs to bring this transformation. For more details, get a free chapter 2, or buy the book online http://www.small-business-success.ws http://www.small-business-success.ws