Quality is not a Differentiator

Ask 10 companies what makes them different and 9 of them will give you the same answer.... "Quality"

Several of them will also add:  "Our people make the difference".

And one of the most overused phrases:  "We partner with our customers."

Let's get one thing straight... none of the above is going to win you much business.  If the above is the only thing that makes you different, then you've got to dig a little deeper and come up with something better.

Here are some helpful hints:

1.  What do you DO that makes you such a quality organization?  How about stressing:

• 5 sucessful FDA audits with no 483s
• We spend 5% of our budget on quality training for all employees
• Our QA department is twice the size of our competitors
• We video all procedures and make them available to you via the web
• 96% of all projects completed on time or before the original due date

2.  If your people are so good, how about giving out the numbers?

• 84% of our staff have advanced degrees
• 63% of our staff have been in the industry for more than 10 years
• We have only 2% turnover rate

Do you notice any similarity in the above benefits?  Yes, they all have NUMBERS.

Anytime you can quantify a feature or a benefit, you are better.  It gives your competitors something they have to aim for, and chances are you have a better metric.

Every word must count.  Go out and look at your web site, your marketing materials, and see if you are using the same, boring, repetitive words used by your competitors. If so, change them.  Find SOMETHING that you can be an expert in, and make that point loud and clear.  Find a way to show that you are REALLY different, and then you'll start winning more business.

Dedicated to your success in America.

Jim Worrell

CEO