BRX Pro Tip: Don’t be a Commodity
Stone Payton: [00:00:00] And we are back with BRX Pro Tips. Stone Payton and Lee Kantor here with you, Lee, it’s really important, probably and virtually any business, certainly in ours, don’t be a commodity.
Lee Kantor: [00:00:14] Yeah, this is so important. If you’re in any type of competitive environment where there’s lots of people doing a similar thing, you don’t want to be thought of as just another person who does that same thing. So, you have to constantly be thinking of ways to elevate and add value to your service, so that you’re not seen as just like anybody else. So, you have to be different, you have to become valuable, and you’ve got to continue to push the value line. Otherwise, you devolve into this cheap commodity that the person thinks they can get anywhere.
Lee Kantor: [00:00:47] And that means don’t advertise in the same place as your competitors are advertising. Don’t have the same mission statement as your competitor. Go out of your way to be different. And you don’t want to get into a price war. You don’t want to get into that race to the bottom in terms of pricing. That’s a race you’re not going to win, and you don’t want to win. So, you want to keep adding so much value that your client is happy to pay whatever you charge because they can’t get what you have anywhere else. So, be different, stand out, serve the heck out of your clients and don’t become a commodity. You do not want to be positioned that way. You want to be the only person in town that delivers what you deliver.
