Recently I re-read a book by Dr Ian Brooks, a New Zealand management consultant who specialises in supporting companies to become Number One in their market.  The book is called:  ‘Second to None’ – 6 Strategies for Creating Superior Customer Value.  A great read (see Dr Brooks’ website below to purchase the book).

In summary, Dr Brooks’ six strategies from his book are¹:

Strategy 1:  Focus On Value	If business is the art of creating value, then everyone in your business must understand the concept of value and everything you do must be directed towards creating value in the eyes of your customers.
Strategy 2:  Compete On Value, Not Price	Resist the temptation to compete on the basis of price alone. It is an inadequate strategy at best and a suicidal path for both you and your competitors at worst.
Strategy 3:  Look Through Your Customer’s Eyes	Since value exists only in the eyes of your customer, you must learn to see the world through your customer’s eyes. Most companies do not.
Strategy 4:  Make Your Customers Successful	In this tough marketplace servicing or even satisfying your customers is not enough. Studies show that even happy customers switch to another supplier at a very high rate.
Strategy 5:  Reduce The Costs	To compete and win in this crowded market, you need to be a low cost supplier, but instead of reducing your price, try to reduce the other four main costs that customers pay to obtain your products and services.
Strategy 6:  Give Them Something Extra	In addition to lower the costs, increase the benefits you offer your customers. Give them something extra – at no extra charge – and delight them!

So how is your business faring in relation to these strategies? Business is tough and hugely competitive…. all businesses need to stand out.  Often it is the simple things that help to stand out.  As the saying goes, it is better to do 10 things 10 percent better, than one thing 100 percent better.

As a business owner, how about looking at the various elements of your business and consider if you can apply Dr Brooks’ ‘Second to None’ Six Strategies for Creating Superior Customer Value into your business.

 

 

Note 1:  Reproduced from page14, Second to None – 6 Strategies for Creating Superior Customer Value.  Dr Ian Brooks.  Nahanni Publishing 1997.  See www.ianbrooks.com to purchase.

 

Could some guidance from me be helpful to you?  If so, please arrange a free 30 mins Skype strategy meeting with me.  Here’s my calendar to book a meeting.  I’d love to support you in some way to gain ‘seductive clarity’ in any aspect of your business or life.

 

Other articles on Branding, Marketing and Pricing:

Increase Your Prices and Make More Profit
Do You Compete on Price?  Bad Business Decision!!
Which are Your Most Profitable Customers?
Who Wants High Customer Retention?
Finding Customers via LinkedIn
Is Customer Service YOUR Key to Business Success?
Using YouTube for Finding Customers
What is a Customer?
What is Business Marketing?
What’s your Personal Brand?

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