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Scott McKain

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Here’s an example of how “Distinction” can work in YOUR business!

If I ask you to think of affluent communities, there are some names that come to mind.  One that jumps to the top of my list is Carmel, California.

Russo Home 2The entire Monterey Peninsula is nothing short of spectacular — and, in many locations in that region, it’s quite expensive and elite.

  • Now, imagine that you’re a custom home builder in the area.

Obviously, your product has to be spectacular for such a demanding clientele.  And, given the high dollars involved, my guess is the competition is quite intense, as well.

In a buyer’s market like that…how do you separate yourself from your competitors?

Meet Joe Russo.  He is what my long-time great friend Jeff Weimer calls “one of the truly elite builders on the Monterey Peninsula.”

Yet, consider what Joe recently wrote me:

“As a contractor in the Carmel/Pebble Beach area, we are always in competitive situations in which our competition is highly competent.

Just such a situation occurred a few weeks back on a Pebble Beach home.

All three bidders were:

  1. close in price range
  2. close in temperament
  3. and vetted, quality home builders

(My note here:  Isn’t that often the case in your business, as well?  It’s seldom that your competition is a bunch of idiots — they are worthy opponents.  Which, of course, means that it’s both tougher to stand out…AND critically important!  OK, back to Joe’s message…)

As the meetings progressed to find the right contractor, it was clear to me that it was going to be a a toss up.

Around that time, I had watched your video interview on YouTube, and was motivated, to say the least!

What I did next was to do something distinctive — I created a Gantt chart on our construction software. All of the budget numbers were attached directly to a timeline of the project — and, if done correctly, would aid in the decision making process along the way in the construction.

(Another interruption from me: Notice that what Joe did wasn’t just about being “different.”  He created something that was truly of value to the potential customer.  Who wouldn’t want that if you were building a house — especially a multi-million dollar one like this project!  If you want to create distinction, you have to provide something of unique value to your customer — just like Joe is doing here!)

Needless to say they were impressed with that! The potential buyers mentioned that the others had not thought of that….

We just got the call yesterday that we have won the job! Thanks again, Scott McKain!”

Russo HomeI’m hugely honored by Joe’s letter — but, HE did all the work!

Joe’s idea to create the timeline was brilliant.  It provided something that was not only of value to the customer — but, also demonstrated that Joe was focused upon the successful creation of a beautiful home…not just closing the sale and getting the cash.

Because of that…he closed the sale and is getting the cash!

AND, his customer will enjoy the creation of a beautiful place to live in one of the most fabulous spots on earth.

Congratulations, Joe — not just on getting the deal…but also on being an extraordinary example of how to create distinction!

(And, maybe one day…I could have you build one for me like this one that you constructed!  WOW!)

Russo Home 3If you’re in the market for a distinctive builder in that area:

  • Russo Construction & Development; 63 Corral de Tierra Road, Corral de Tierra , CA 93908; (831) 320-0250

— by the way, BuildZoom.com gives Joe’s company this evaluation: “Russo Construction And Development Incorporated has a BuildZoom score of 107, which places them above 95% of 336,931 contractors in California.”  THAT’S distinction!

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More Stories By Scott McKain

Scott McKain is a business leader, bestselling author, and Hall of Fame professional speaker.
Scott's latest book, "The Collapse of Distinction: Stand Out and Move Up While Your Competition Fails" reached the #1 spot on Amazon.com list of Customer Service Bestsellers! He is the author of two #1 additional business bestsellers (Amazon.com & 800-CEO-READ): "What Customers REALLY Want" (currently available in trade paperback) and "ALL Business is Show Business."
He is the Co-founder and Principal of The Value Added Institute, a think-tank that examines the role of the customer experience in creating significant advances in the level of client loyalty, and has appeared on multiple occasions as a commentator and analyst on FOX News Channel. His platform presentations have run the gamut from the White House lawn with the President in the audience carried live on CNN and NBC's "Today" show...to a remote outpost near the Amazon...all 50 states, seven Canadian provinces...and from Singapore to Sweden...Mexico to Morocco.
An inductee into the Professional Speakers Hall of Fame, he is also a member of "Speakers Roundtable" -- an elite, invitation-only group of twenty of the world's top business speakers.