Kenny Chapman walks a massive Frankfurt trade show and notices most products look identical despite fancy booths and robots. The flashy stuff gets attention but doesn't close sales. Real differentiation and a clear value proposition are what turn conversations into customers.
Foreign. Are you very different than everybody else? What's your differentiation like compared to those in the quote, sea of. Same as Kenny Chapman here, the blue collar coach. Freedom Friday, focus on a little one of the quieter halls. To walk around here for a moment and shoot you a video here for this week. And I want you to think, you know, I'm at the largest show in the world for our industry and what we do. It happens only every two years. And had the amazing opportunity to come here with our service roundtable friends this year and hear the different languages in the background, different things going on. But you know, this thing I can't even begin to explain if you've been to any US trade shows. Take the largest one service world and I don't know, five times, 10 times maybe. There's supposedly a hundred thousand people coming through here every single day for a solid solid week. Now you'll probably see some pics if you're on our list and some different things of what we saw and learned here. And I'll be sharing with our Titanium members some intimate details. But you know, you think that you all look the same when you, you know, or maybe that's the challenge is you don't, you know. I want you to remember when I was teaching marketing back in the yellow page days, I would cover up everybody's name and phone numbers and then start running like not a slideshow, opening phone books actually and going, what's the difference of this one and this one and this one? And when you start covering up names, you see trucks and you see guarantees and you see 24 hour service that people serve or don't serve. But what you see is it all looks the same to the client. Now I'm not a buyer for a lot of the things here. There's a lot of huge stuff. There's a lot of, you know, you come here to pick out your stuff for your hotel as well as they do beta tap testing here and they do prototypes and different things like that. But so as I walk by, I see faucet after faucet after faucet, pump after pump after pump, system after system after system, boiler after boiler. It doesn't even matter what it is. It all looks the same to me. They put a box on it, put some color on it. So then what do they do? They dress up their booths. They do different things to attract a conversation. Because here's the deal, the only reason they spend millions of dollars on these booths and have the floor flashy look and the different monitors that you see? And there's a robot here with Buddhists. I mean, there's all kinds of really wicked cool things going on, but those don't sell product that doesn't make the sale. See, that creates the conversation. The conversation creates a differentiation. So let me ask you again. How different are you? Hundreds and hundreds of people in what, five, six different halls around Germany, right here in Frankfurt. And most of it looks the same to me. But what if I had a conversation? How would they differentiate? What would their value proposition be? What is it for you? I'm Kenny Chapman, the blue collar coach. Happy Freedom Friday. Do something to create differentiation.
