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The Packaged Product: How to Distinguish Your Business

This is not another story about my UPS man,Thunder, but more of a case study. It is
but it is related. (See Signature Selling) Ievident that they strive for differentiating
had the privilege of going Pheasant Huntingtheir lodge from the other lodges across
in Kimball, South Dakota. I traveled with mySouth Dakota as well as the rest of the
father-in-law and brother-in-law, and a fewcountry. The overall experience is packaged
others for a total of eight. Now there areas  a  spectacular  Pheasant  Hunt.
more than hundred lodges across America from
which to choose, and I happened upon thisOk now, here are a few important questions
place called Wings of Thunder while surfingthat will require an answer by the time you
the internet. The plane travel would befinish reading this. What distinguishes YOUR
somewhat easy and the daily price seemedbusiness from everybody else in the financial
right. After speaking with the proprietors onservices industry? How do you package your
the phone, our date was set. We would huntbusiness that has people talking about you
three days and spend four nights - infor weeks after they do business with you?
February in South Dakota. Cold!TheAnd what makes people want to do business
accommodations were comfortable and fun. Wewith you over and over again? If you can
had a pool table, big screen TV, card tablesrespond to those TODAY - you're set. If you
and a restaurant style cooler for ourdon't have an immediate answer, then there is
beverages. The staff was courteous each anda lot of room for improvement in your
every day. They told us how things were andpractice. The neat thing is that making those
there were no changes. Each wonderful mealimprovements will pay immeasurable dividends
was served promptly whether you were there orin the long run. You just have to take the
not. Hunting each morning and afternoon wastime to develop, communicate, package and
fun because the birds were plentiful. Anddeliver your distinguishing
during the times we didn't want to shootcharacteristics.The best place to start is by
birds, we could skeet shoot on a challengingcalling your top five clients (who bought
course. The overall experience had us talkingmore than two times from you, not just earned
about the place for weeks. In short, we hadyou a big pay day) and asking why they do
fun  and  we  will  return.business with you. Take the time to listen
and write down the answers they give you.
Upon reflecting on the trip, it wasn't thatCompile the answers from all five and there
they blew us away with customer service, fedyou have a foundation of why people like
us good food or put us on thousands of birds.doing business with you, and no one else. Now
What made the trip a memorable experience wasyou can start telling that story to
that they chose to do CERTAIN thingsprospects.It is painfully obvious that what
extremely well, and others they didn't do atyou offer in this wonderful financial service
all! We were on our own getting to the placeindustry is a commodity - we can all buy
- no help there. If you wanted to skip ainsurance and invest our money with any
tasty meal, you waited until the next feedinglicensed individual. What you MUST do is
time to eat. The staff was courteous, butdifferentiate yourself. Wings of Thunder did.
they run a hunting lodge and expected theSo much so that I wrote about it and will
rules to be followed. Therefore, they weremake it a priority to go back.About Jay
not very flexible, and not your best friends.StubbsJay Stubbs is an experienced Financial
After all, you're supposed to bring yourServices Sales Director and Qualifying Member
friends with you. And the pricing was a bitof the Milion Dollar Round Table.Jay offers
high if you went over your daily limit ofFREE Consulting and Speaking for Financial
three birds. But we didn't travel 1,000 milesService ProfessionalsFor more information,
to shoot three birds, and they knew that.Nowsales ideas, advice and free consumer
this is not a commercial for Wings ofarticles, visit Jay's website.



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