How Being the Same Makes You Different


By Mary Ann McLaughlin, Managing Partner

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“Ordinary things consistently done, bring extraordinary resultsKeith Cunningham, Best-Selling Author and Business Builder

Butler Street has performed numerous Voice of the Customer survey interviews. 98% of the interviews include comments from the customer exclaiming that that everyone in the industry is the same. Every sales rep is saying the same thing about their respective company. Everyone promises essentially the same solutions and they all fall just a little short. It’s the industry, they say – what can you expect?

So what are most companies doing to fight this impression of wallowing in mediocrity? They continually tweak their messages to sound different. They are often focused on creating clever elevator pitches or storyboards that sound different from the competition in hopes that their prospects and clients will believe that they are different. Most companies focus on the words that their marketing campaigns say…

However, the companies that do manage to differentiate themselves from their competition focus on being the same.

The companies that are able to differentiate themselves focus on being the same internally – by consistently delivering to their customers:

  • The same great customer service no matter who they happen to speak with.

  • The same level of quality no matter what office location/geography they are dealing with.

  • The same mission and vision from the CEO to the part time administrative person.

  • The same focus on helping the end user no matter what the product or service.

  • The same frictionless customer experience at every single touchpoint.