How to Be the Red Umbrella
While we were in Italy, we made the decision to go to some of the lovely beaches. One of those days we enjoyed the whole lido experience. It was a beautiful day, children were digging in the sand, making sandcastles and digging holes while other people were enjoying the sunshine relaxing under the yellow umbrellas on their sunbeds.
Stand out from the crowd
In the mass of yellow umbrellas, along the edge of the sea there is just one place where the red umbrellas stand out. They are the lifeguards, and they had one very clear and specific purpose. They stand out, because they are different from everyone else around them. They just do one thing exceptionally well and everyone knows exactly what they do.
A big challenge for businesses
As I was walking along the edge of the water, it occurred to me that this image stood out for me because it was a very good example of businesses differentiating themselves from others. It perfectly illustrates one of the biggest challenges that businesses face today.
It doesn’t matter how good you are at your trade. If nobody knows you exist, or know that you are brilliant, and you don’t stand out, then who will know how to get in touch with you? The businesses that thrive are those that are strategic and brave enough to be the red umbrella.
Why being different does matter
No matter what industry you are in, customers have more choices than ever before. The internet has made it fair game. The field has been leveled somewhat and made it easier for other businesses to compete. With just a few clicks people can read reviews, compare prices and they have so many more choices. It is time to really define what we
mean in our business and let others know who we are along with what we do. The phrases, “Great service, full service and high quality” become lost in our scripts and if we have no relationship with the prospects the competitive edge is not clear. Customers may struggle or find it confusing because most people have a different view of what ‘full service’ is specifically to them. I have asked numerous people what does ‘full service‘ mean to you, and all the answers came back to me with different perspectives.
Be clear
This situation creates a series of questions and objections and if the customer can’t see the value, then it just boils down to price. Competing on price alone can be tricky, especially if you haven’t done a cost analysis recently to establish the breakeven point, profit or loss for the business. It’s tempting to reduce prices when there is more competition. This behavior is not a long-term strategy and could even be a loss leader, if you have calculated the breakeven point and know the numbers. By differentiating what is done with the product or service provided, it enables customers to look beyond the price. Differentiation shows a value to the customer especially if there is ease of use.
What struck me most about those red umbrellas, wasn’t the color. As I thought about it, it was the sense of safety and the certainty that the lifeguards were there to help if needed. We didn’t mind paying the lido fee for the amenities that were provided. In this instance we were thankful that the lifeguards were there. Although the reason I am writing this article is because while we were in Italy on the beach, someone did need their assistance. The lifeguard was needed. I watched as a swimmer got into difficulty. The lifeguards jumped into action, saw the situation and without hesitation, rescued the swimmer safely. Our lido fees were not even in question. There was no confusion, we all looked towards the red umbrellas and felt the relief of knowing that the lifeguards rescuing the swimmer were qualified and knew their role. Everyone on the beach knew exactly where the red umbrellas were and exactly why they were there.
The lifeguards weren’t trying to be everything to everyone
The lifeguards were not distracted by selling ice creams, they weren’t renting sun beds, that was someone else’s job. Their responsibility was to watch the water, be alert and keep people safe.
Start with what customers need
Start with what customers genuinely need rather than what do we want to sell. There is no point in selling something that is amazing if it is not wanted or needed. A successful business promotes a product or service based on 6 characteristics.
Can we:
1. Solve problems
2. Save time
3. Save money
4. Be more efficient
5. Reduce stress
6. Make life easier
When we understand what the customer truly values, we can begin to shape the business service or product to deliver that value better than anyone else. We can be the red umbrella.
Ask people 4 questions:
1. What frustrates them the most
2. What do they worry about that keeps them awake at night
3. What do they really want to achieve
4. What would make their decision easier
It’s a great way to keep in touch with customers. The answers that people give often reveal several opportunities to either differentiate yourself or update current products and services.
You can’t please everyone all the time
Stop trying to appeal to everyone. If everything is offered because we think it will appeal to more people, the opposite usually happens and it resonates with nobody. The red umbrellas are the lifeguards, and they stick to their role. If they were distracted by selling ice cream or renting sunbeds there wouldn’t be the same sense of certainty and a feeling of safety. A generalist often struggles to create the same level of confidence with other people or potential customers.
Define what makes you different
Differentiation doesn’t always mean inventing something completely new. Often it is about recognizing and becoming aware of what you already do exceptionally well and making that your defining characteristic. Perhaps you are known for responding faster than anyone else, or you are a real person at the end of a call. Perhaps you have attention to detail that makes your work impeccable. Maybe it’s about education that you give to customers and the aftercare that is delivered. They may seem very ordinary to you because you repeat them daily, it is your expectation. These could be a core value to you that is taken for granted. For customers these are unique, and a reason to choose you. It may be the first time they heard it, or because they have been watching you for a while and they see the consistency.
Make your message memorable
Think about the messages you instantly recognize. See how you can describe what you do in just one sentence. Is it easy for someone else to explain what you do? If they can’t explain easily what you do, your message may be too complicated, and customers don’t buy anything that is too complicated. Clarity and simplicity can be powerful. Oh ,and by the way it is important to not use industry jargon or acronyms, and technical language will often bore people or confuse them. It’s not relevant in this instance to impress anyone.
We recently hired a contractor who does just one thing very well, tile work. I’ve known them for several years and watched their work over a period of time. It wasn’t about price, it was about quality of work, experience and trust.
Ask yourself
Ask yourself why you choose specific places to shop, why you choose someone over the competition. What is memorable to you. Ask yourself and see what becomes an awareness that wasn’t considered before. Does your business take on any of these qualities?
Build consistency
Those red umbrellas weren’t placed randomly across the beach. They were in the same location every day, the umbrellas were always red. All this builds consistency and creates familiarity. As a business it is important to say the same thing, use the same colors, this is part of branding. That’s one reason why a Mission and Vision statement are so important. Our reputation is essential. People can say good or bad things about us, communication can work both ways. We can get good reviews and bad reviews. The customer experience should always reinforce the core values and say the same promises, this also includes the website and social media. Be consistent so that customers know what to expect. Confused prospects rarely buy.
Be memorable
Being good is a given, it isn’t enough, it’s expected. Become aware of what differentiates you from the competition. If the answer is vague, then take the time to build some clarity and create a clear message. Are you known for being the fastest, the friendliest, experts, trusted, reliable. You only need one to be a red umbrella.