Too often companies are excited to talk about their “story”; where they are from and/or where they are headed. These stories may be interesting, even fun, but do not top the charts of what the customer counts on to make a buying decision.
I recently dined at a popular restaurant and came away wide eyed! Never have I experienced such a focus on “customer important” issues anywhere. The waiter first spelled out the menu with terrific detail on when and where the fish and the lobster was caught to ensure freshness. He then asked if wanted our order to go in right away or enjoy our drinks a bit longer. He helped us make that decision by letting us the know the kitchen wait was 45 minutes. A little while later he came back to announce he could move us up the line if we wanted, as staff increased and things were moving better.
I wanted something not exactly on the menu, but he worked with the kitchen to make it happen at no extra charge. He described the preparation of a few of the dishes in ways I have never heard described while ordering. I declared that restaurant my new favorite!
All those things matter to a diner. Would I return there because of the founder’s story, or the attention to relevant detail?
Don’t take for granted that which is taken for granted. In many industries, leaders frequently fail to highlight their performance on things like on-time delivery, quality, or safety – because “everyone has to do that.” But your customers don’t assume you’re good at it – until you tell them. And prove it!
Here’s the question:
Are you telling the story of how your company was founded and what your vision is for tomorrow? Will the story get you more leads or close sales? Stories that tout your excellent performance are more relevant to buying decisions. What in the customer’s buying experience matters most?
When you prove your value with metrics that matter, you reduce risk for the buyer—and price becomes less of a factor.
June, 2025