The tough place for a business to be is when it consumes all of its’ resources just delivering the expected. The expected never wows a customer or client, it only delivers on what they expect to get because they paid for the service. Being is this position leaves little room for innovation and evolution of the business. In short, the business is in a rut.
Let us look at the airline industry for a moment. No one every really looks pleased or happy when they get off a plane. Nor do they talk to their friends about how they got to their destination on time. At best passengers are grateful to be on time and at worst they are angry because of a delay. When people get off the plane the captain and/or crew might get a polite thank you or a head nod from departing passengers.
But what about the fact that the captain and the crew could not control the factors that made the plane late. What about the fact that the captain had your life in his hands from the time you sat in your seat to the time you left the plane. He or she got you to your destination intact and alive. Such things are not really taken into consideration when we pass by the captain on the way off the plane. There is no reason to think other wise. You paid your money and you got your service and that is the sum of the Experience you expected.
The same can be true for anyone that provides personal services such as law, accounting, financial advice, etc. If you make your Experience about price, cost or simply delivering the basic level of service then people get the expected. But where is the value in that? Where is the artistry, the passion and the joy of giving your clients the best you have? Unless you give people tangible reasons to see the value you bring they will not find it on their own. If you are a lawyer they expect legal advice and to pay for staples. If you are a CPA they expect a tax return and maybe a folder to put it in for the $200 they paid. If you are financial advisor they expect good advice about investments, tax strategies, etc.
Rise above the crowd. Find one or two elements of what you do and take it up a notch. You don’t have to look too far. Consider how people are greeted, how is the phone answered, how do you connect with people on a personal level, do you solve problems or just deal with issues. Go beyond the expected and give people a reason to be grateful that they found you to be their trusted service provider. Refuse to swim in the pool of sameness that everyone else is.
So get you game on, define your own rules and make it about more than just expecting the expected.