Tommy: With me, it’s orange, always in orange. If I do anything with my business, it’s always orange. Whether my logo’s on it or not, it’s always orange. So, when I see people now, they’re like, there’s Tommy and if I’m not wearing orange, it’s noticed. That’s branding. I am always in orange unless I am at a sporting event or off hours with the family sometimes. However, if it’s a business event or anything work related, whether it’s a zoom or I am going to drop off a sample, I have my orange on. Orange is my brand and my color and my customers and prospects all know it and can see me from across the room, just like I planned.
JC: Standing out is that important today? Why?
Tommy: Because if not, you’re lumped in with everybody else and you have to do something different to stand out amongst the crowd. So, people will want to use you, and utilize your services and, or your products. You have to be different or do something different. You can’t be ordinary and be average like everybody else.
JC: And also, when it comes to smaller businesses, do they have to find a way to stand out from all the big corporations out there that offer really impersonal service as opposed to a small business owner, that is more dedicated to that one-on-one attention?
Tommy: I believe so. They can give that more personable service. Let’s face it, some people out there don’t care about service and others do. I believe small businesses should cater to those that care about service and that is one thing that will help set you apart from big corporations sometimes. When you get into those bigger corporations, sometimes they make you feel like a number and not a customer. I like to say this – We all become clients and customers at one point or another so think about how you want to be treated and as a small business owner you should be treating your customers and prospects the same way or better.
JC: So, even the CEOs of big corporations, they still want that attention. They are human beings.
Tommy: Yes, they do, however, I believe some of them get hung up on the now and then clients just become numbers to them. It’s all about buying line and making money where the small businesses, I seem to see, they care more about the client. And I use myself as an example. I bank where the bank knows me. Hey, there’s Tommy or Hey, there’s Mr. Sommers. I used to have an account at a bank where I walked in and It was just hello, someone will be with you in a minute, and they had no idea what my name was, even though I went in there every week. It made me feel like a number and not a person. See, you get the personable service with the smaller businesses. And I see that to this day, you go into large corporations, some of these franchises, some of these larger ones without saying names and you just feel, well I just feel like I’m a number and they just want my money and could care less about the experience.
Tommy: I don’t feel like I’m a person because they’re just so big and they’re making so much money, that my voice means nothing. On the other hand, you have small businesses that need to survive against these bigger companies, so we need good reviews, and we need people to talk about us. So, those kinds of things matter to us much more than some of the larger corporations, I believe. To me, everybody has a name and is a human being, nobody is a number to me. And my clients; I treat them all like gold, whether you’re doing a hundred-dollar order or a hundred-thousand-dollar order, it doesn’t matter to me as they all mean the world to me.
JC: So, got to remember that whether we are dealing with a small business owner or corporation, we’re still dealing with human beings, and they want the service and the attention.
Tommy: I believe they do. They want to feel like they’re a person and not just a number. And they’re not just giving you money, but there’s something there. Those are the type of clients and businesses that I look to do business with as I make no sales. I let people choose to do business with me. I educate them, give them the knowledge so they can make informed, educated buying decisions so that when they choose to buy from me, I’m not selling them. That is a different mindset. When I go out, I don’t want to be sold, but I’m looking to spend my money. I’m looking to buy. When I make my own educated decision, because of the information that has been given to me, I feel better spending my money. I’m the type of person that I shy away from people who just want to come over and make a sale. Hey, what do you need? How much you got to spend, can I show you this? Instead, why don’t you start asking a question like, why do I want what it is I am asking for or do I have a budget to stay within?
JC: So, a prospect that comes to you, what are the myths that they come with, that they have that in their minds already about your industry?
Tommy: Some of the biggest myths out there is that is that you can get top-notch quality products with the best, most exceptional customer service at the lowest price possible. And most of the time, that’s just not possible. Because let’s face it. If you’re getting the lowest possible price, they’re not investing in the top-notch quality or the customer service behind it. They’re just not doing it. But if they’re investing in those two, then the price is going to be higher so which 2 do you want and sometimes it is only one of the three you end up getting.
