Here is Business Success Thursday Volume 20
What is special about your business?
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Here is todays message!……
There is an unusual Australian dentist called Paddi Lund.
He works 23 hours a week, loves his work and earns far
more than many other dentists.
One of the interesting things about Paddi’s dental practice
is he only accepts as a new dental client, someone who
has been referred by one of his existing clients.
Paddi has created an interesting resource he calls his
“Welcome Book” which explains in great detail his
“special way of doing business.”
When potential clients read his welcome book they
understand very clearly what is special about the
way Paddi does business.
Some people like what he does and they become clients.
Others can see that Paddi’s approach is not for them.
Paddi’s story is a great example of what is possible
when you focus on selling your “special way of doing
business” rather than focusing on selling your products
For more details on what Paddi does visit
The good news is that you can develop a special way
of doing business without spending much money.
How to develop a special way of doing business:
Tell people (in detail) how you work with new customers
or clients, before you talk to them about your products
Before you can sell a person on buying your product
or service you need to let them know clearly what will
happen at each stage of the sales process.
Remember that customers hate uncertainty or
And when you give them a clear picture of the
sales process it removes a lot of the uncertainty
they may have about what will happen along the way.
The easiest way to do this is to use the following words:
“The way I work is…”, or “The way we work is…”
Then follow these words with the steps you go through
in your normal sales process.
“John, before we talk about my computer services and
how I may be able to help your business, what I’d like to
do first is tell you how we work with a potential new client
like you. First of all we do this … Then we do this and this …
By doing these things it means this…”
The more a customer understands what is happening
at each step the more comfortable they will be with you.
Creating a special way of doing business is an easy way to position yourself as being different from all your competitors in a very positive way.
What is your special way of doing business?
Brainstorm this with your team asap and come up with a clear or clearer policy or standard operating procedure (SOP) together!
“It is not your customer’s job to remember you. It is your obligation and responsibility to make sure they don’t have the chance to forget you.” – Patricia Fripp