A Best of Barry: A different look at your value

Some advertising campaigns are all about the product--how great, fast, cheap or perfect it is, etc. It's them talking at the customer. Other campaigns are about the end-user--their personality, uniqueness, etc. Most razor blade commercials are about the new triple blade lubricated action or whatever. Apple Computers with their Mac versus PC is all about the end-user. It's all about the customer and connecting--who do you like more, the Mac or the PC guy?

We can apply this approach to our careers. Maybe it's not about a list of features that I offer. Maybe it's about what I mean to the customer.

If you're a snowmobile dealership salesperson, does your client want you to talk at them to show what you know or do they want you to be someone they trust, someone who loves the outdoors, someone who has a passion for snowmobiling?

If it's the latter, then that means you have to think customer-first--what do they need, and how can I make their life better/easier? That may lead you to performing in a different, but more effective and meaningful way.

Barry LaBov
LaBov & Beyond
www.labov.com
Originally posted 01/18/11