Helping customers to achieve what they want. That's how I grow my business. Thank you for the reminder.
What You Do for Me
Send to Kindleby Randy Gage
It was just a big brown truck, the kind you and I have both seen a million times. But something on the UPS truck caught my eye yesterday. It was the tagline.
You know what UPS does, right? They deliver packages. At least that’s what I thought. But the truck didn’t say that. UPS doesn’t deliver packages. They synchronize your commerce.
A search on the Internet turned up this: Dedicated to enhancing your business performance, UPS Supply Chain Solutions is your single-source provider for supply chain design and planning, logistics and distribution, transportation and freight services, and international trade management.
Anyone can deliver boxes. Jose and his pickup do that. But how many people synchronize your commerce – so order taking, customer service fulfillment and all the other logistics of the process work seamlessly to help you grow your business?
UPS moved themselves from a commodity service – delivering packages – to becoming a value-added business partner.
So what is the marketing lesson for you?
Think about what you do for your customers – what you really do. And then study how you position and market what you do. Are you offering to deliver your customer’s packages – or synchronize their commerce?
The most important thing in marketing is not what you do. The most important thing in marketing is what your customers perceive you can do for them.
-RG
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12 comments
Very true... Marketing what Your Solution is that you give to Your Clients is so important... Hm UPS or Fed Ex
It's incredible, but just finished reading this post, I saw a UPS truck past me!!! The attraction law is working?
UPS may say that's what they do, but if you've ever tried to synchronize receiving a package from them it's a nightmare. Great point Randy, but a better rule of thumb is, don't say you do what you don't deliver on. Marketing needs to be end-to-end applied across the entire business.
Almost any service can be commoditized. The key is creating value beyond that and as UPS says, "synchronize their commerce". Thanks Randy!
AND then the DOING comes - because as promised in what people percieve you can do for them? Right?
...or it´s the result of being hired more and more by big companies (as an additional logistic chain) who normally work with their own forwarding agents - so far. Dynamics!
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