I was recently approached by a service company looking to develop messaging that would get heard. The company was growing but not enough to compete in their heavily crowded, competitive market.
After digging in, it became clear that their new customer acquisition was flat and they were too dependent on a few customers. The company had two challenges: to create a new story that highlighted it’s uniqueness and to discover a way to separate itself from its competitors.
A major challenge but one any company will relate to.
The first step was to review their services and team. It is hard for all of us to look into our weaknesses and vulnerabilities and it is no different with companies. What were the strengths and where were the weaknesses?
We started by speaking with all the stakeholders: owners, sales team, office staff and customer service reps. It is not uncommon for those with varying roles in the company to have different perspectives but in this case, there was a unanimity in their response. They talked about the technical tools that streamline their operations, the quality of the products they use and the training they provide their service personnel.
All excellent attributes but in this service game, nothing that differentiates them from their competitors.
Then we went to their customers and the conversation changed.