Clean Restrooms and Friendly Service 100% of the Time, a Recipe for Mediocrity
By Jim Logan • May 11th, 2007 • Category: Featured Lead Generation Post
I saw a restaurant with that very sign, boldly displayed alongside an empty parking lot – theirs. And it’s no wonder. That’s the reasons they’re offering us to walk inside, clean restrooms and friendly service. It sounds nice, but it’s nothing special.
The problem I have with this restaurant’s sign is what they’re offering is something we expect, which means it’s not compelling. Unless the majority of restaurants have dirty bathrooms and rude servers, saying you’re clean and friendly isn’t anything of interest. We aren’t searching for clean and friendly, it’s a common expectation and the norm.
Especially in markets where there are countless consumer choices, you have to offer something compelling that’s outside the norm. If what you offer is what we expect -and can get most everywhere - it’s not much of an offer. Which means we ignore it.
We won’t drive out of our way to eat at a restaurant with clean restrooms and friendly service. It better have both when we get there, but we won’t use that as criteria to decide where to go.
What do you think?
Jim Logan is the founder of JS Logan, a B2B lead generation and sales acceleration company. Click Here and discover what makes JS Logan different from other B2B complex sales and marketing firms.
If you enjoyed this post, please Subscribe. It's the best way to make sure you don't miss a single tip or how-to shared on this site.
Email this author | All posts by Jim Logan
Well, yeah. But even if all you have is what everybody already offers, if you can tell a unique story, you can still make it compelling. Right? Like what Claude Hopkins did for Schlitz beer.
-TimK
Hi Tim! Yes, I think the unique story makes an offer unlike others.
The story is really the only thing most of us have. It’s something our competitors can never replicate…fully.
Food for thought…
The things we do for our customers are copied by many, as are the benefits of the things we do. For example, there are countless sale training consultants that offer similar programs, products, and services. And the benefits of their services share a narrow spectrum of results.
But their story gives them something unique - background, triumphs, adversities, clients, markets, etc.
The story is everything.
What do you think?