Scott McKain who teaches organizations and professionals how to create distinction in a hyper-competitive marketplace so they can stand out and move up. From distinctive convention keynotes to highly personal, interactive virtual training, he uses three decades of experience and research to custom design highly engaging programs that meet your unique requirements and needs.
John Golden and Scott McKain discussing the following points:
- What is the exact meaning of creating distinctions?
- Today, where everything is so digital that the salesperson can easily hide behind technology and not really be able to create distinction, how to do you manage?
- How to go about creating a distinct or distinguish the image of yours in the eyes of consumers or customers when things are somewhat commoditized?
- The experience that the customer owns over the long period of time is what we really can’t ignore and the trouble is that you only need to drop the ball once for it to color the whole experience. What are Scott’s thoughts about the same?
- What is the role of human connection in your overall growth and development of the business?
“The Four Cornerstones of Distinction”
The first cornerstone of distinction is clarity. This requires you to define who you are, what you’re about, and, just as importantly, who you are not.
Scott explains that the most surprising part of his research into distinction is that creativity follows clarity and not the other way around. This is because you want to be creative, but within the boundaries, you developed for clarity. Otherwise, you will wander aimlessly, creating new ideas without any guideposts.
Communication is another cornerstone of distinction. Great companies and leaders consistently communicate. When you tell powerful stories, customers find it compelling and want to do business with you.
- Customer-Experience Focus:
From small business owners to customer experience experts and larger company CEO’s, there are different ideas of what makes a customer experience great. Customer experience is beyond customer service. Organizations that do this well communicate the vision, listen to the customer, have an effective feedback system, and continually ask how each action will create a compelling experience.
In our homogenized world, companies in every sector–from big-box retail to financial services; from fast food to entrepreneurs–appear more and more alike, as do the tweets and LinkedIn pages of professionals across the country.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.