To A Child
Small service is true service while it lasts: Of humblest friends, bright creature! scorn not one: The daisy, by the shadow that it casts, Protects the lingering dewdrop from the sun.
~ William Wordsworth

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To A Child
Small service is true service while it lasts: Of humblest friends, bright creature! scorn not one: The daisy, by the shadow that it casts, Protects the lingering dewdrop from the sun.
~ William Wordsworth

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Positioning a Small Service
You cannot try to be something that does not fit the way your prospects position you. This often painfully true in the most common service in this country: the small service company.
Prospects for these services - compagnies with from one to twenty employees generally - take the one thing they know about the service - its small size - and draw inferences. Unfortunately, most of these inferences are negative: Why aren't you bigger? Why have I never heard of you before? Why aren't you working in a company I have heard of? Some service companies do not recognize this problem, and they tilt at windmills. They try to hide their size or ignore the prospect's concern about it. These companies describe their service as second to none, when the prospect's clear perception is that the company is no better than fifth to many.
The small service must start with smallness - just as Oregon started with rain and Avis started with Number Two - and turn it into a positive. The small service must start with small. It must dance with the one that bring it.
In positioning, don't try to hide your small size. Make it work by stressing its advantages, such as responsiveness and individual attention.
source
Business is in the details
People who insist: "The companies in our industry are basically alike" must recognize the human trait.
People feel a need to justify their decisions to themselves. So they look for differences upon which to base their decision. What does this mean to a company in an industry of lookalikes?
It means that the more alike two services are, the more important each difference become.
With meaningful differences difficult to find, prospects look for signals in seemingly trivial differences: the heft of the brochure, even the smell of the sales-person cologne. Unable to see the real differences between the services, prospects look for clues to difference elsewhere.
It bears repeating : The more similar the service, the more important the differences.
In fact, much of effective service management can be described as the careful management of the seemingly inconsequential.
Morale : Accentuate the trivial
Value is not a Position
If your primary selling position is good value, you have no position.
Value is not a competitive position. Value is what every service promises, implicitly or explicitly. It is fundamental to survival. A service's price must fairly reflect its value to the customer, or the service eventually will fail.
Some Legal services charge $50 for an uncontested divorce. Lawyer Lawrence Tribe charges $750 an hour. Acme's clients say they get good value, and most clients and experts point to Tribe's results- a 15-6 winning record before the U.S. Supreme Court-and they say he gives ver good value, too.
In services, value is given. And givens are not viable competitive positions.
Morale : If good value is the first thing you communicated, you won't be effective. If good value is your best position, improve your service.
Small Free trade Telephonics Service, and That's Really Important to You
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Why Nugatory Man And Removal Companies Are A Mutant Bet
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More Hands The Merrier<\p>
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A Few Plural Advantages<\p>
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Small Business Phone Service, and That's Really Important to You
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