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Calling all entrepreneurs! This is it: fourth quarter time! Get your new pair of sneakers ready, with roller skates, if possible. The holidays are coming – and it’s time to begin implementing those projects and strategies we’ve been talking about since January – along with system improvements to prepare us for greater efficiency and effectiveness in serving our customers.

Always, but this year especially, we must be at attention with the absolute intention to serve, to WOW!, to appreciate every customer who thinks twice about driving to any destination, and then thinks cautiously and mindfully about every dollar they spend. Our job is to exceed their every expectation, not only because the value perceived is the value achieved, but because every appreciated and well-served customer becomes our best source of advertising.

There are so many choices for every consumer in the marketplace today, and so little time in most people’s busy and often frenetic lives. A question that needs to be asked, whether we are a retailer or a lawyer or a property manager or insurance agent, is: What can we do to stand out from all the rest?

Sure, as business professionals we need to know marketplace trends, economic barometers, and the demographics of our particular customer, but what is more important, is that we must know who we are as a company, how we are different than our competition, and why customers come to buy from us. What is that underlying feeling or need that we can satisfy better than anyone else? What is it that we are really selling in our company?

Let me be specific. What is Kodak really selling, besides film, and cameras, and photography supplies? Kodak is selling memories, heartfelt moments in time. Each :30 or :60 commercial tugs at our heart and moves us to tears in record time. Families. Tenderness. Moments we relate to and want to remember always – that’s what Kodak is selling.

And what about Allstate? “You’re in good hands with Allstate.” Sure they are selling insurance, but what they are really selling is security, safety, protection, peace of mind. Who wants to talk about insurance? No one. But we all want and need peace of mind, don’t we?

Besides gazillions of dollars in lipsticks, eye shadows, and mascara, what is Revlon really selling? Revlon offers all we victims of our advertising culture not only beauty, but yes, hope. Hope is what Revlon is selling more than anything else.

So what is it that you are really selling? What is the vision, the plan, the story that embodies why you are in business and why customers should buy from you?

Once you are able to clearly identify this critical piece of information, this concept will permeate everything else you do, right down to the name of your company, how you merchandise and/or market your wares, who you hire, how you train your personnel and how you buy and sell your products and services.

Ask yourself continually: How does this action or behavior communicate to my customer what I’m really selling? Is this consistent with my company’s image, niche and message? Every decision you make must be in alignment with everything else or your customer gets confused, frustrated, or even worse, bored with trying to figure out who you are.

In these challenging economic times it is more important than ever to know who we really are as a company, how we are unique in the marketplace and how we can better serve our customers with consistently reinforced service messages that will bring them back to our business again and again and again.

And, lest we forget, we get our turn to witness and learn from others when we switch roles and become the customer. Think about the favorite places you visit on a regular basis, whether it’s the dry cleaners or the grocery store – or the restaurant or java stop – or fine clothing or jewelry. How are you greeted? How are you served? What is it that brings you back every time? What is the feeling you are really going for when you are their customer?

As consumers, we get to choose where we want to spend our precious, hard-earned dollars, yes? And, because lattes and burgers are on every corner, clearly it’s more than the product itself that brings you back. It’s that feel good‚ service experience, isn’t it? It’s where you feel welcomed, appreciated.

Consumer dollars support those companies who have earned the right, the privilege to serve. Our job and mission in life as a business professional is to be one of those companies!

Susan Brooks, founder of Tempe, Ariz.-based Cookies from Home and Service Enthusiasm speaker, trainer and author, provides keynotes, training and consulting for companies and business professionals. Her customized programs focus on leadership development, customer service and team building. She can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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