Volume 10, Issue 2 - March/April 2008
Safety: The Best
So, what is it that causes a customer to choose one supplier over another? The answer is “differentiators.” The list of differentiators varies from one customer to the next and is based on the single subject of education. The more educated a customer is on the product or service that he desires to purchase, the longer his list of differentiators; the more educated the customer, the better his ability to weight differentiators. Examples of differentiators can include the subjects of location, hours of service, history in the business, reputation, customer service, quality, workmanship and more. When customers lack education on the products they need to purchase, or those who offer those products, price is the principle differentiator.
This scenario emphasizes the need for glass shops to utilize all possible opportunities to educate customers in order to increase their list of differentiators. Can you think of any subject more powerful than safety? Just how important is any other topic of differentiation, including price, if the glass part is not installed according to code and leaves the customer with an “inoperative” safety device that may lead to serious injury in the event of an accident?
From my own experience, once I’ve shared a few points concerning the risks associated with improper glass installation and how customers can achieve the highest degree of protection by only shopping with those glass companies that comply with the AGRSS Standard, most come away with the commitment that “AGRSS registration” would be their number-one and most weighted differentiator.
The key is to “walk the walk,” or prove that you follow the rules and deserve the customer’s business. The concept of “third-party-selling” is a necessity that equates to proving your performance through the measurement of other people.
Your best partner in third-party selling is the AGRSS Registration Program, especially considering the positive support and undeniable third-party validation that is coming soon through phase III of the registration program (see related story on page 28).
Now is the time to become fully vested in the registration program for increasing your power of differentiation.
You are AGRSS! AGRSS is the tool already at hand and available today to make a difference. There are many, like myself, fully vested in the AGRSS way of doing things in supporting your business. AGRSS is the best source of proof of who deserves the business and is built around the theme that it is never the right price unless it’s the right job! The only thing eliminating a glass company’s ability to share in the AGRSS success and ability for AGRSS to make a difference are those who either don’t join or fail to do their part in the walk.
Carl Tompkins is the Western states area manager for Sika Corp. in Madison Heights, Mich. He is based in Spokane, Wash. Mr. Tompkins’ opinions are solely his own and not necessarily those of this magazine.