Yesterday I mentioned how we helped the owner of an Events company free her time to focus on expanding her business into Saudi Arabia while also reigniting growth in one of her core businesses by focusing on differentiation.
We started with an exercise where we dove deep into the core desire of why the restaurant owners hired her company.
And it was different than the why they should hire her messages she was giving.
You see she was marketing her bench of musical talent built over the years and their musical ability and prowess.
She was telling them how good the singers were, the drummers, etc.
But these restaurant owners didn’t care about that, as they were hearing the same about the musical talent from her competitors.
You see they only cared about one thing… creating an environment that will fill their tables.. consistently and repeatedly.
Butts in Seats…
And not the technical capabilities of the musicians.
I joked that she could replace jazz with clown-costumed schoolchildren rapping in Azerbaijani with Jamaican accents and still get hired – if the owners felt it would fill the seats.
Because full seats meant -> more income -> more ability to provide to the family -> feeling like a better spouse and/or parent -> higher status and honour.
With this insight her team focused on the promise of filling seats – being able to execute it and communicate it.
While her competitors were droning on about features, her team focused on what the restaurant owners really wanted (and not in an obvious way, but rather it was woven into all their communication and interactions).
With her team, the restaurant owners felt confident that they were being heard.
And they felt assured that her the team understood the importance of filling the seats and would not leave any stone unturned to do so.
So it gave them the peace of mind to hire her team to help them achieve their financial and life goals.
And so the segment grew again.
And her competitors were left blabbing on more and more on additional features of features…zzzzzz
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P.S. I work with information-based service business owners who started the business to have a better life, only to find themselves falling short and then getting frustrated by the broken promises and lack of results when they sought help elsewhere.
That’s when they find me and I show them exactly what path to take when investing their time and money in their business, so they can live the life they want.
We do it through 1;1 consultations, group master round tables and workshops and other collaborations whose insights are 100% tailored to them and which can easily be implemented.
But don’t take my word for it, find out more by clicking here to check out our different services and resources.