Unless You Show It, It Doesn’t Exist
When you hear the words, “We give great customer service” do they mean anything to you at all?
My guess is, if you’re like most, such a statement means nothing by this point.
Because pretty much every company in the world says it.
And once “everyone” says it, it becomes oversaturated and meaningless.
That is, until you actually show it.
“Trust Us, We’re the Best!”
Let’s look at another example that I’ve spent a lot of time with over the last year, and that’s the automobile industry.
Last year, I spoke at 4 different automotive conferences—two in Canada, one in Denmark, and one in South Africa. With each of those, I spoke with dozens and dozens of new and used car dealers.
And during this process, I looked at hundreds of websites—offering feedback, making observations, etc.
Regardless of country, 99% of the dealers were all doing it the same way.
They’d talk about why they were great, but never took the time to show it.
The most common example? Inspections for vehicles.
In almost every case, most automotive dealers make bold statements like, “We have a 100 point inspection system so as to ensure your car won’t give you problems!”
But here’s the funny thing—they don’t show these “100 points.”
And because they don’t show it, it doesn’t mean anything.
An example of a company that does show it, at least better than the majority of their industry, is CarMax, the largest retailer of used cars in the US.
On their website, CarMax boasts a “125 point” inspection system. But to give you at least a better sense for what they check within those 125 points, they show you as well:
As you can see, when you look at all these dots (there are 4 others just like it on the site, accounting for all the 125 points), and combine that with the “It takes 12 hours for the average vehicle to be inspected”—it gives you a dramatically different feel for not only the 125 points, but also the general quality of the vehicle in the first place.
It’s all about Trust
Great businesses understand one essential element: Everything comes down to trust.
And the only way trust can occur is if the business can find a way to eliminate all seeds of doubt when it comes to the consumer and their fears, questions, issues, concerns, and worries.
So as you go about our business, and communicating as to why your business is superior to the rest, remember this:
It’s not about saying it.