Dean Graziosi uses a personal anecdote about seeing the same produce delivery (eggs) at a cheap Scottsdale breakfast spot and at a top-rated luxury resort to illustrate a business lesson: competing on price is easy but short-lived, while obsessing over service and quality (as exemplified by Steve Wynn and his hotels) creates lasting customer loyalty and allows premium pricing. He urges listeners in any field to raise their service level so people choose them for the experience, not the lowest price.
Chapters
I had a thought this week, and I'm going to try to articulate it the best I can. So where I live in Scottsdale, Arizona. I live close to the old town area in Scottsdale. If you've never been there, it's a great area. I love it. I mean, I was born and raised and grew up in New York, but I love Scottsdale. Been here over 13, 14 years now. Okay, anyway, I'm digressing. There's a bunch of places to eat where I live. And here's what I noticed the other day. On a place that was less expensive, a lot less expensive for breakfast. There was a truck parked out that was delivering eggs. It was like a big produce truck. I forget the name of it, but I saw them carrying in a crate of eggs. And me and my son love this little place. They have the best pancakes. But the eggs, I mean, you get pancakes for two or three bucks. You get eggs for a couple bucks. It's so inexpensive. Cup of coffee is next to nothing. But then right up the street is one of the best resorts in the country. It's top rated resort in the country. And I love going there with our kids. It's incredible. They treat you amazing. And guess what? When I drove by there about a week ago, guess what I saw outside? The same exact truck delivering the same exact produce. Except eggs there are probably 17 bucks. Pancakes are probably 15. So why am I saying that? It reminds me of why Steve Wynn pulled through the recession in 2007 when a lot of Vegas was just upside down, is because Steve Wynn, if you don't know anything about him, he helped start Las Vegas. He's the king of Vegas. His Wynn Hotel and Encore Hotel hands down the greatest hotels in Las Vegas. And he has set a standard where you just want to go back to his hotel. You know, I did an event a month in Las Vegas for five years straight, and I stayed at the Encore, one of Steve Wynn's properties. And I wouldn't stay anyplace else because when you got there, everybody treated you on this next level. You felt so good that you had to go back. And he did that through the recession. When things were going wrong, he obsessed on service and quality. There's a million hotels, I'm exaggerating, but there's so many hotels to choose from. Why choose his? Well, he not only made it through the recession, he. He prospered. Now, getting back to the eggs and delivery, the eggs are the same price going into the less expensive place and the really fancy place, one charges a couple bucks. One charges 19 bucks. Which one do you want to be? You know, in life when there's a lot of competition right now, if you're in real estate or if you're in anything, there's a lot of competition. There's a lot of noise out there, there's a lot of people trying to do it. But wouldn't you rather be the person who stands above? Wouldn't you rather take your quality, what you do for how you treat people, how you listen, what you provide? Wouldn't you rather take that to another level where people are attracted to you? You know, the easiest way to try to compete is price. Lower your price. That's what everybody does. But the people who stand out and last a long time are the ones that give you something that make you feel better about yourself. So what am I trying to share here is do you want to stand out from everybody else no matter what you do for a living, in relationships, in business, in real estate, online marketing, whatever it is you do, then be that next. Be that higher level place. Be the Centurion Black Car, even if your prices are the same, provide a service where people feel like it's cheers. Everybody knows your name and they're glad you came. And seeing that same truck in those two places where the price of the sale is completely different just shows me that one provides a service. You go there, you're not paying for the egg, you're paying for the service they give you when they sit down. You're paying for how nice they are when they come over in a good mood. You're paying for how they greet you, how they say goodbye to you, what the linens are like. Think about what you do for a living and think how you could take your service, your relationship and what you do to a whole other level and I promise you'll stand out. What's up? What's up? Hey, before you go, you need to watch these next few videos. They're absolute game changers. Hurry up and click right over here and watch them and I'll see you there.
