BRX Pro Tip: Don’t be a Commodity
Stone Payton: And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, you know what a huge believer I am in positioning and establishing your value ideally before you even really begin to substantially engage with someone. And a core tenet of that is you don’t be a commodity.
Lee Kantor: Yeah. There’s something that Seth Godin wrote a long time ago that it really resonated with me. He goes, “Accept no substitutes is the opposite of you can pick anyone and wear anyone.” So, if people just see you as just another business, they’re going to compare you based on price, generic services or just kind of whatever the industry calls it. That’s what makes a business a commodity. That means you’re replaceable. That means you’re competing in a race to the bottom when it comes to pricing. You have to be able to position yourself as something unique, valuable, and indispensable.
Lee Kantor: If you do that, then clients are going to seek you out specifically and happily pay you for what you do. If you want people to choose you instead of shopping around, you have to make it impossible for them to compare you to anyone else. That means the more unique, the more specialized, and the more personally branded you are, then you’re going to be able to shift in the mind of your client from being a commodity to being an in-demand thought leader. So, spend some time elevating yourself above the commodities in your industry and be one of one, not one of many.
