I hate buying a car. The process is horrible. And my old car still runs great.
Unfortunately, my bride wanted to upgrade and thought our growing kids were getting tight in the back seat. So she picked the car, we went, and we have a new car.
We returned the next day to get the car detailed. When we arrived the salesman walked up and said, “I have a gift for you.” He handed me a voucher for $500 in their BMW dealership’s store.
That was a nice surprise. And we now own many BMW hats, shirts, luggage, and other things that were “free” after buying the new car.
As I’ve been driving the car I notice little things the car does that goes beyond others. This isn’t our first BMW, and it won’t be our last. It always delivers above the promise. Tiny things you don’t ask for but make the experience just a little more fun.
On the other hand, almost every other brand delivers what Alfred Taubman calls Consistent Mediocrity.
Consistent Mediocrity is your standard fast-food fare.
Consistent Mediocrity is your typical grocery chain.
Consistent Mediocrity is the drive to average.
This isn’t always a bad thing.
The beauty in this model is the consistency. No matter which store you enter you know what you’re going to get.
McDonalds will always server you the same boring Big Mac whether you’re in Beverly Hills or you’re in the middle of Iowa.
People strive for consistency.
Yes, we love surprises. But you’re rarely surprised when something is better than you expected. And if you do get lucky, this surprise doesn’t thrill you.
However, what happens when you get a surprise that something is worse than expected? You get angry. Pissed off. You write angry, ranting tweets and Facebook posts.
So everyone strives for consistent mediocrity.
The difference between consistent mediocrity and a premium product isn’t much. All it takes is a little thought. People on you team who truly care. And showing up.
This allows you unique advantages, better customers, a higher price point and better profit margins.
Go beyond consistent mediocrity and make your sales process friction free:
Friction Free Sales and Marketing