Marketing & Selling

It’s been six months, no post. Okay,
I’ve been reading this book called “Over Promise and Over Deliver.” by Rick Barrera. I’ve heard for many, many years “Under sell and over Deliver”. In this book it talked about TiVo, Best Buy, The Container Store, American Girl, and Washington Mutual dominating their field with a small portion of advertiser funds compared to the “big advertisers” in their field. By focusing on what they have/do that others don’t. The author uses ground breaking research and case studies to show how these word-of-mouth-driven successes have mastered what he calls “touch point branding”. Translation to Heaven’s Best… By focusing on what we do that others don’t. IE “Pre-vacuum including edges”, “Groom the carpet”, “Dry in one Hour” all “at no extra charge.” We all claim to clean the carpet. Directing the customer to the successful results that contribute to the wow factors of what we do, that others simply don’t do. The things that we claim to do that others do not, we must do extremely well.

Or in other words, WOW the customers with “Not only do we clean your carpets, we pre vacuum, groom the carpet and have them dry within an hour.” This is what is meant to “over promise” and them to “over deliver” in these areas with a very high customer satisfaction rate. Then to have the customers tell others “they vacuum, groom and have them Dry in one Hour at no extra charge.” This becomes our signature cleaning.
Anything you would add to this list?

Google: “Over Promises” by offering you anything on the web… and “Over Delivers” with an average search time of 0.2 seconds.
Hummer: “Over Promises” a vehicle that’s “like nothing else” … and “Over Delivers” with a 327 horse power engine and a design that turns heads on every street.
I’ve learned some good points from this book.

I do look a little odd at most any age.

I agree, most webpages through this company have the same guy and not updated pictures. That’s one thing on my list to do. I’m just glad to have it up and running. Check it again in a few weeks and if I haven’t updated to the good looking, charming, old guy yet, call me on it!

I haven’t got permission from Cody yet, but I’m considering (with permission) using the Heaven’s Best name in ads like this… “Heaven’s Best -Dry in 1 Hour- Carpet Cleaning”, because people love the name heaven’s best and Dry in 1 hour. In fact it’s probably the biggest connection that people have with us. My thoughts anyway.

I could say something like… I’m busy preparing for the up coming Iowa regional seminar, dealing with state owner issues, over seeing one area and running another area, and spending time with my family so they know who I am, but that would sound like an excuse. So, it’s been on my to-do list long enough. Hopefully today’s the day.