Are your sandwiches really better than your competitor’s?

Maybe they are, maybe they’re not. It’s subjective anyway - what one person thinks is the ‘best’, will leave another begging to differ. And that’s why the experience you offer your customers is just as important as the product or service itself.


Brad’s been going to the same coffee shop in his lunch break for years. They know him by name, they know exactly how he likes his BLT, and that he doesn’t like his coffee too hot. Brad, on the other hand, tells anyone who listens how these guys have the BEST sandwiches and coffee in town, hands down. As far as he’s concerned, it’s the best and there’s no reason to even consider alternatives.


If the truth be known, there are probably 15 other cafes & coffee shops in a 1km radius that have sandwiches that are at least as good, if not better, and the same goes for coffee. But that’s irrelevant to Brad. You see whether he’s aware of it or not, part of the reason he’s so convinced that *these* sandwiches & coffee are the best is because of the way he experiences *these* sandwiches & coffee.


He’s familiar with the staff, their friendliness, and the way they do what they do. He feels like he’s a part of it, like it’s personal, and they remember his name. That’s given him a feeling of trust, which he’s reciprocated with his loyalty, not to mention his conviction in converting the unconverted to his way of thinking.


Don’t ever listen to anyone who tells you trust can’t drive revenue. The truth is that it does and in a world of fairly homogenous products and services, it’s one of the only things that can.


So the moral of the story is that we all pour our heart and soul into the things we produce, whether they’re products or services, to make them the best. And so we should - it’s never a good strategy to sell people rubbish. But be realistic. You coffee is probably not that much better that the guy up the road. Another accountant could probably get just as good a tax return for you. My social media services are absolutely available elsewhere.

Our ‘stuff’, at the end of the day, isn’t that different, but the way our customers experience it can be. Remember names, remember details, follow-up & go the extra mile in ways that matter. Make your customers feel like you really care and like Brad, they’ll reward you with their loyalty. Loyalty is hard to compete with.

Thank you for reading - I hope you found a kernel of inspiration in that. If you'd like some help with your social media, please email me at for a free 30-minute consult/chat/lightbulb session, or connect with me on social media (buttons below).

Have a great day,

Andrea Kelly