Saturday, May 27, 2017

Differentiation Through Higher Levels of Customer Service, Consistency and Business Values

Same old, same old.

For the most part, the majority of businesses have little if any real obvious differentiation when it comes to key rivals that they compete with within their local market. 

 The sad result of this being that usually the consumer in the absence of any compelling point of difference, understandably resorts to simply comparing prices to determine which option provides them with better value, which in turn leads to price wars that systematically drain all profitability out of markets and leave all players vulnerable to anyone that can lower the price below the current level regardless of quality, value and consistency of delivery.

 Any Market Offering Can Be Differentiated

 I'm pleased to say that recently I saw a new business first hand that is certainly doing all it can to change this scenario described above for the better. Specifically Todd Newton and Sophie LeForest  (pictured above) are at the leading edge of the South Caulfield Branch of Hocking Stuart Real Estate base at 616 Glenhuntly Rd, Caulfield VIC 3162. Phone: (03) 8532 5200

In recent times Todd was presented a real challenge of selling a charming and classic period style home in an area where most buyers were looking for newer largely, modern homes with more 'mod cons' and less intrinsic appeal.  A difficult task and in fact the very act of selling at all had proven too difficult for others recently in the same street as multiple properties had been passed in at auction.

Accordingly Todd and Sophie  began by crafting a brilliantly descriptive pieces on the home that along with the pictures, beautifully captured the home's intrinsic beauty and elegance whilst outlining all the authentic features and specifics that would provide potential buyers with a rare property with so much obvious value.

As well as this master stroke, Todd also arranged for a well though out advertising campaign to run concurrently through the key outlets including specialist press, corporate website, direct mail and outdoor signage, all strategically designed to provide promotional support for the target market.

From the point of view of home inspections again Todd and Sophie left no stone upturned with a  well timed series of planned and extended, open inspections along with any additional personlised visits with one on one inspections as requested and required.

Filling Customer Needs
 In every instance Todd was ensuring that the specific needs of the target market were being fully recognised and met. This distinctive property was a classic case of a niche market. To sell it at the right price, Todd brought all his proven expertise and experience to bare and designed a game plan that would appeal to that specific individual that was interested in this type of property.

Todd Newton
Sophie LeForest

From a personal point of view  I rarely get to see such a  high level of professionalism, attention to detail and above all commitment and consistency in service delivery. Todd and Sophie's open, honest and transparent approach created an optimal environment for effective negotiation, that ultimately lead to a‘Win, Win’ situation for both the Vendor and Purchaser. 

This values based approach is a case study in itself of how intelligent planning and strategy can drive genuine and meaningful differences that provide customers with the outcomes that they value.

Certainly even in markets that are largely though to be generic, people make all the difference.
That is to say the right people who have the knowledge, experience and proven track record, that are above all are committed to working with you to achieve your goal. 

Todd and Sophie are examples of those rare people who have truly raised the bar in this industry and should act as a guide for other businesses to follow. 

So until next time, good luck and good marketing.