On the call, the instructor was sharing an example of how powerful stories are in the sales and marketing process. They often engage and educate the listener, which is what happened to me. I had a client in the carpet cleaning business which often is a commodity sale, you know,
I was looking for a way to help them break free from their commodity-based business model, turn it on its head and transform it into a value-based model.
The story the instructor was relating on the replay was about fishermen, not just any old fishing story but one about a couple of young lobster fishermen off the of coast of Maine. They would get up and be on the water early in the morning (4:00 a.m.!) with the seagulls setting their lobster traps to get their bounty.
These young fishermen, like most lobster fishermen, started out doing it the same way as all the others had.
These enterprising men were always looking for a way to up their game, improve their services and profits, and provide an excellent customer experience. The season was over and they headed off to business college. It was there where they decided to use their lobster fishing business as a case study for one of their marketing classes.
They came back the very first morning with a huge catch and were grinning as they docked and tied down the boat. They had a new strategy that they believed would also be earning more money.
They started offloading their catch and heading to Martha's Vineyard.
After several weeks of fishing early in the morning and selling their catch at Martha's Vineyard, another idea bubbled up. They decided that they would reach out further into cottage country where there is an affluent community but no lobster fishermen.
The doubters were very wrong. They sold 200 plus memberships the first year and grew it the next season. They created a value proposition that was focused on the customer experience by providing something that was memorable for their cottage country clients. They would be delivering everything that their members needed to have an amazing, yet simple-to-create lobster dinner for friends and family.
So now here's how this story was spun to turn the carpet cleaning business into a value-added business.
I told them, “When we have our session next week I'll explain how this will turn their business around and stop the focus on the price conversation.”
At our next session, I related the story of the lobster fisherman and how they turned their business model on its head. We set up a membership club for their business. The terms and offers were different but it allowed them to answer their phone in a unique way.
The new phone approach let them ask questions designed to understand the prospects’ needs and at the same time educate them on the benefits of the carpet cleaning process they used.
There are a couple of nuggets in these paragraphs you can use in your business to give you a Unique Value Proposition (UVP) for your products and services or show some of your clients how they can create their own UVP and make more money and in turn move more of your products or services in the process.
[quotesright]Another takeaway is to follow your dreams and aspirations, and not listen to the naysayers who resist change or believe we live in a steady state universe where nothing changes.
You’ll be eating lobster dinners regularly if you do…
- by Coach Phil Gilkes