Jerry Garcia of the Grateful Dead said something like: It is not enough to be the best at what you do, you should try and be the only one who can do what you do! To strive for Garcia’s benchmark, we must work much harder to understand our customers and what they value. This requires tremendous curiosity and fierce empathy. When these are combined with brilliant questions and active listening we start to build deep levels of trust. Get this right and no one will be able to copy what you do because no one else will understand the customer like you. Remember machines can’t build trust only people can because only people can demonstrate empathy. But it does not stop there. You need to be able to deliver on the trust you have built. This requires an agility to deliver a bespoke service. Only then will you be able to stop competing with 1000s of others who do WHAT you do and start to provide a unique experience – one that others can’t copy. McKinsey, reports that 70% of buying experiences are based on how the customer feels they are being treated and nothing to do with the product they are buying.
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