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Three business owners discover their pitches sound identical to their competitors. They claim to care about customers, keep prices low, and give to charity. The facilitator shows them why generic answers make them invisible.
Three business owners discover their pitches sound identical to their competitors. They claim to care about customers, keep prices low, and give to charity. The facilitator shows them why generic answers make them invisible.
What makes you different?
We care about our customers.
Mm-hmm.
And? And we go above and beyond. We make sure everything's taken care of from start to finish.
What makes you different? We're a family-owned company and our communication level is at the next level.
What makes you different?
Probably us three.
You. Yeah, what makes you different?
I'm gonna take care of my customers, not like some asshole over at Atlas.
Okay, I want each of you, all three of you, to come up on stage with me real quick. If I ask one of your competitors the same exact question, what makes you different, what do you think they might say? You can hold it.
Uh, cheaper than the rest of everybody else.
And what else?
Uh, that they're better. And the same answers we just gave.
What do you think they might say?
They're going to say their fathers and their grandfathers have been working at the same company for 100+ years and their company's been in business for a long time.
What do you think they might say?
Probably same thing. Price. We're family-owned. We're family-operated. We donate to charity.
What I think I heard all of you out here just say up here is that in your prospect's mind, you all kind of sound the what? You kind of sound the same. Now, could that be a major problem for you? Yes or no?
Okay.
