Security Sales & Integration June 2021 - 57

EXECUTIVE DECISIONS
Business Fitness by Paul Boucherle
Delivering the
Diff erence (Part 2)
This mission,
should you
choose to
accept it, takes
setting high
expectations,
starting with
yourself.
▶ WE LEFT OFF LAST MONTH asking the
big question, " What makes your company so different? "
Does your team know? Can and do they
tell others with enthusiasm? Can your customers
defi ne that diff erentiation and quantify it in their
own words? Tough darn questions to ponder for
an owner or leader.
However, they are questions you need to understand
to truly focus your company and team.
If we do not address the tough questions you are
not being a leader. People will follow strength and
manipulate weakness to their advantage. I know
that may sound a bit harsh, but as a Marine it's
true. Deal with it now or later, your choice.
Quality companies are hard to defi ne, but you
know them when you see them and experience
them. Th ey make you feel diff erent, appreciated,
special and important in a memorable way,
without excuses. Th ey deliver with grace in unexpected
ways, even when they screw up. Th ese are
the companies that you will proactively promote
to friends, family and associates. How many customers
do you have that do that for your company
today?
Let's work on expanding that category by difPaul
Boucherle, Certifi ed
Protection Professional
(CPP) and Certifi ed Sherpa
Coach (CSC), is principal
of Canfi eld, Ohio-based
Matterhorn Consulting
(matterhornconsulting.
com) and an SSI Industry
Hall of Famer. He has more
than 30 years of diverse
security and safety industry
experience.
securitysales.com
ferentiating your brand with greater clarity. Clarity
with the leadership team, the management
team and most importantly the troops that do
daily battle in the trenches. How does this journey
begin? It begins with the clarity of your vision,
core values and commitment to be a diff erent
kind of company ... a better company. One
that attracts the best talent that will breathe your
core values as eff ortlessly as they breathe the air
around them.
Th is begins with a good communication process
that delivers consistently and fl awlessly with
a smile. Yes, easier said than done, but know that
it can be done. Th is mission, should you choose
to accept it, takes setting high expectations,
starting with yourself. Th en adopt a simple communication
process, invest in training, personal
accountability,
review progress, get
and then coach like hell. Make this part of your
performance reviews and hiring practices. OK,
paul@matterhornconsulting.com
@swisssherpa
theory is great, but how about a great real-world
example?
Safelite AutoGlass is an Ohio-based company
that innovates customer service to new levels and
leverages excellent communication to diff erentiate
themselves and build their brand. Th ey diff erentiated
themselves by delivering convenience,
respect and business value with consistency. Got
a chipped windshield? Th ey will come to your vehicle
at home or at work, and around your busy
schedule. Want even better customer service and
security? Th ey proactively text you a picture of
the technician who will be showing up and the
approximate time they will arrive.
Th eir technician will also communicate directly
with the customer. Did Uber or Lyft borrow
a page from this playbook? Outstanding service,
value and proactive communication has built
their brand. Th ey earned a 4.9-star customer
satisfaction rating with 306 reviews at a local location.
Not too shabby! How does this translate
as diff erentiated business value in their customer
and partner's eyes?
Driving around with a bad windshield can
earn you a ticket. It can diminish your safety as
a driver. Catching and repairing a chip before it
spreads and having your insurance company pay,
without a deductible, certainly makes my wallet
smile. Yours? Th ey sold the business value of their
services to their strategic customers, big insurance
companies. Th at eliminated agent engagement
time, estimates, administrative work to process
claims, unhappy customers or worse, replacing an
entire windshield. Th e moral to this story?
Be innovative, think outside the box, use technology,
sell business value fi rst and proactively
communicate. It may be easier than you think to
diff erentiate your security company and become
a brand legend in your world. Start by asking
your customers why they chose to do business
with your company.
After they share the love, dig a bit deeper to
ask them how you make their lives simpler, easier
or better. Pay close attention to the words they
chose and what those words mean to them. Binfeedback
go,
you have begun the fi rst step in your journey
in defi ning how you are diff erent than your
competitors. Market that business value in your
customer's words; it will be powerful!
Choose to diff erentiate your company or
choose to compete on price. We all must make
choices in business, choose wisely.
JUNE 2021 Security Sales & Integration 57
http://www.securitysales.com
Security Sales & Integration June 2021

Table of Contents for the Digital Edition of Security Sales & Integration June 2021
